SPORTSGIRL IS AN ICONIC AUSTRALIAN BRAND.

The journey began in 1948 and Sportsgirl is now operating 150+ stores nationally. We're more than a fashion brand - we're a community of creative, caring & inclusive team members who are dedicated to empowering others & bringing the latest fashion direct to you.

OUR HISTORY
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. We also had the pleasure of working with Australian designers Manning Cartell & AM Eyewear for our Sportsgirls Like collaborations.
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. Exciting Sportsgirls Like collabs included Romance was Born, Bec & Bridge and Rachel Gilbert.
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. We also released collaborations with Ellery and Aje.
2011
'Sportsgirls Like' saw a UK takeover in 2011! With collabs with famed designers Richard Nicoll and Antipodium all the way from London.
2012
We continue to grow our social media with new accounts on Pinterest and Instagram. Sportsgirl makes headlines by introducing QR code shopping. We start stocking, and Whitney Port of reality show The Hills & The City comes out for the launch, WE by WHITNEY PORT.
2013
Wahoo! It’s our 65th birthday and we party hard, our biggest celebration being a brand new website. We are also so excited to announce the launch of our active wear and our sleepwear ranges! 'Sportsgirls Like' this year brought an exciting collab with UK brand House of Holland.
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 launched the Style Hub blog, home to collection launches, beauty how-to's, local and global street style and more on our website! Plus, thanks to all your incredible support we have donated over $2.2 million to the Butterfly Foundation!
2016
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
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, AFLW 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!
2018
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. Our first campaign starred the likes of social media icon Cartia Mallan, MTV presenter Flex Mami, and Paraolympian Joany Badenhorst to name a few. 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. We also 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.
2019
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