About Us

Sportsgirl About Us

Sportsgirl is an iconic Australian brand specialising in fashion, beauty and accessories. The journey began in 1948 and Sportsgirl is now operating in 120 stores nationally, including online. With a reputation as an up-to-the-minute fashion leader, Sportsgirl is the number one retail destination for trend-conscious girls. 

Sportsgirls have access like no other to up-to-the-minute global trends, exclusive designer collaborations and an ever-evolving range of the latest beauty and accessory collections. You can even drop by one of our in store Style Me Studios for a styling session with one of our pro stylists.  

We are industry leaders when it comes to digital trends and are committed to discovering and nurturing the next generation of local design talent. Sportsgirl is also all about promoting positive body image and are proud of our long-standing partnership with the Butterfly Foundation


1948: Sportsgirl has arrived! We open the doors to our very first store in Swanston St, Melbourne and continue to grow our network of Melbourne-based stores over the next 12 years.

1960: Sportsgirl launches into Sydney with a bang, opening up first in Double Bay and then a flagship store in Pitt St. We continue to open new stores nationwide over the next three decades.

1970: Sportsgirl adopts mass marketing techniques including exciting ad campaigns and innovative in store mags. We also lead the way with events, parades and promos. Sportsgirl adds more feathers to its cap with the addition of homewares, body and beauty products.

1980: We launch our magazine called “Frontline” as well as a cosmetics and perfume range.

1990: Sportsgirl opens the $180 million Sportsgirl Centre in Collins St, Melbourne, which is a huge emporium with everything a girl could need. It is then sold in 1994 due to economic turndown. 90s uber babe supermodel Claudia Schiffer appears in the Sportsgirl parade at Melbourne Fashion Festival.

2000: Sportsgirl launches a new look for its stores under new management by the Sussan Corporation. A revamped and irreverent website experience is also unleashed online.

2001: Our stores are relocated and given a makeover in all premium locations and Sportsgirl.com.au is identified by an independent analyst as Oz’s #1 Fashion & Lifestyle website.

2002: Sportsgirl Sounds is launched, a monthly rotation of the hottest music being played in store. We also re-build our website and re-launch with a brand new look. The new Sportsgirl mag “I AM” also arrives.

2003: We launch the very first Sportsgirls Like collection – these collaborations with established and emerging designer talent will go on to become a huge part of our brand’s heritage.

2004: Hello WA! Sportsgirl opens its first WA flagship store in Hay St, while everything old is new again with the Modern Vintage range kicking off in selected stores.

2005: A new benchmark is set at the L’Oreal Melbourne Fashion Festival with Sportsgirl taking over Federation Square with a spectacular fashion oasis. We also win the Marie Claire award for Best Australian Fashion Brand.

2006: We continue on a winning streak taking home five prestigious Shop Til You Drop Awards, including Best Retail Chain & Best Customer Service.

2007: Our first accessories-only concept store opens in Chermside, QLD. We also embark on a partnership with the Butterfly Foundation, to help raise awareness and funds to assist those suffering from eating disorders. Over $1 million has been raised to date. Sportsgirl Rewind also launches, taking inspiration from the archives with retro-inspired classics.

2008: Sportsgirl launches its super flagship store in Bourke St, Melbourne, which is designed by award-winning UK architects HMKM.

2009: Sportsgirl becomes available all around the world with the launch of international shipping on Sportsgirl.com.au, plus our website gets another facelift! We also join the social media revolution, first on Twitter, then on Facebook.

2010: Our mobile site is launched, making shopping at Sportsgirl possible anytime, anywhere! We also join forces with L’Oreal Melbourne Fashion Festival as the official sponsors of the annual National Graduate Showcase, cementing our position as an active supporter of Australian design talent.

2012: We celebrate 100,000 Sportsgirls on our Facebook page, plus launch a tablet-optimised mobile site. We continue to grow our social media with new accounts on Pinterest and Instagram. Sportsgirl makes headlines by introducing QR code shopping.

2013: We hit 200,000 fans on Facebook and launch our new account on Vine. It’s also our 65th birthday and we party hard, and celebrated by giving ourselves the present of a brand new website! We are also so excited to announce the launch of our active wear and our sleepwear ranges! 

2014: We kick-started our new branding strategy and welcomed Colleen Callander to the team as the new CEO of Sportsgirl after an internal move from our sister brand Sussan, Colleen has been with the Sussan Group for 15 years.

2015: We hit 250,000 fans on Facebook and 190,000 on Instagram that we love sharing our latest trends with. We also launched the Style Hub, home to collection launches, beauty how-to's, local and global street style and more on our website! Thanks to all your incredible support we have donated over $2.2 million to the Butterfly Foundation! 

2016: We grew our Facebook following to over 270K, our Instagram to 373K followers and launched SPORTSGIRLSNAP on Snapchat! We had major campaigns with social influencer Mimi Elashiry and Singer / Song writer, Nicole Millar and was the main sponsor for The Color Run 16/17. We celebrated our 10 year partnership with The Butterfly Foundation, helping raise over $2.6m. We were also so excited to launch the Braid Bar in both Melbourne (Bourke St) and Sydney (Pitt Street)!

2017: We grew our Facebook following to 280k, and our Instagram to 400k. With the exciting relaunch of Sportsgirl Beauty, we also created the @sportsgirlbeauty Instagram, as well as gave beauty it’s very-own destination hub on our website. We continued to give Australian females who inspire us a platform to share their voice, working with director Gracie Otto, The Dream Dance Company, Women’s Football Players & Actress Tiarnie Coupland. We collabed with some incredible young Aussie designers, such as Emma Mulholland for sleepwear and graphic artist Georgia Perry for our Butterfly Foundation product. We also raised an impressive $3 million for the Butterfly Foundation through our partnership! Over 3500 people took the Love Your Body Week survey and they now have human ethics approval for the survey results.

2018: This was a monumental year for Sportsgirl, marking the launch of our BE THAT GIRL movement. BE THAT GIRL is Sportsgirl's way of giving Australian women doing great things a platform to inspire and encourage others to be comfortable and confident in themselves and to follow their passions – because their stories deserve to be heard. Our first campaign starred the likes of social media icon Cartia Mallan, MTV presenter Flex Mami, and Paraolympian Joany Badenhorst to name a few. This year we also saw the launch of Sportsgirl Studio by Kelly Maker, an interactive exhibition at our Sportsgirl Bourke Street store where her digital artwork was brought to life. Kelly also worked with us to create an exclusive beauty collab, as well as our friends at Australia’s favourite lolly company, Allen's. In 2018 we also gave away trips to Japan, Tasmania and Hong Kong, and had campaigns in which we worked with the likes of Director Gracie Otto, Musician Ali Barter & fashion influencers Nadia Fairfax, Yan Yan Chan and Sarah Allen. Another thing we're proud to have accomplished in 2018 is changing the conversation around body image during the Butterfly Foundation’s 2018 Love Your Body Week where we put a spotlight on the 2017 national body image survey results.