Rebel Sport

Charmaine spent just over 4 years at Rebel Group as a full time employee, and then was invited back as a consultant once she had established her own consulting business.

As the National VM Manager, Charmaine was responsible for the Visual Merchandising and VM Education of the store network. She managed the national VM Budget, ensured that windows and internal displays were professionally executed and developed a set of unique education modules that would allow her senior team to educate the store teams whilst heading up major seasonal departmental relays…teaching them to fish, one might say! During her time at Rebel Sport, the Store Standards were completely overhauled and visual merchandising of the product instore was totally transformed. Charmaine developed a set of reusable window backdrops and introduced a small fixture replenishment system which resulted in a significant reduction in the VM department’s budget spend.

After leaving Rebel Sport and starting her own consulting business, Charmaine was asked back to work with the VM team, who had ‘lost their way’. The team was assessed, clear roles and responsibilities were assigned, Position Descriptions were developed and as a result, some of the team departed. The new VM team was trained, coached and motivated to confidently perform in their roles. This contract included introducing execution standards for new store openings, ticketing packages for the Rebel Group’s stable of exclusive brands, and introducing a unique new clearance concept.

‘Our Clearance Store project involved bringing together too many different elements of clearance we had in stores into one clear communication which was both commercial and workable from the team’s perspective. We believe the strategy that Charmaine introduced has achieved this with clear POS, simple merchandising and strong signage and the sales results are testament to this.’

John Joyce – Group CEO, Rebel Group