Initially a retailer of hardware, over the course of the 19th century it steadily expanded into the British colonies in Australia and New Zealand.

[2] The first New Zealand-based Briscoes warehouse and shop was established in 1862 on the Dunedin corner of Princes and Jetty Streets.

Its New Zealand business was initially aimed at supplying prospecting hardware (including shovels, picks, tents and lanterns) during the Otago gold rush.

In addition to hardware and building supplies, the company also acted as an agent for skilled tradesmen, such as carpenters and masons, and also sold household items such as crockery and cutlery.

Under the direction and guidance of Brian Berry, the first Rebel Sport store opened in Panmure, Auckland in 1996.

[8] Head of the Briscoe Group, Rod Duke, in 2023 stated the company would slow store refurbishment plans during the economic downturn.

The brand's slogan is "You'll never buy better", referring to Briscoes Homeware's 'Price Promise' that states the store will match and beat by 10% any price found on a stocked item at another retailer.

Tammy Wells, a farmer and former radio journalist from Canterbury, has fronted Briscoes' television advertising campaigns since 1989.

The chain does have a lowest price guarantee, although its unique duopoly position in the market allows it to stock a relatively high-end range while providing wider appeal through a calendar crammed with discount sale promotions.

The company continued their aggressive expansion programme, launching several smaller-format stores such as Napier and Taupo to allow branches to reach further into provincial areas.