REBEL

Founded in 2020, REBEL, formerly known as formerly Rebelstork, specializes in offering a range of baby products online. The company has completed 3 deals, with the most recent funding round occurring on November 2025, REBEL raised USD 25 million in series B funding led by MarcyPen Capital Partners. The firm was founded by Emily Hosie, who also serves as CEO. REBEL offers a wide range of open-box and overstock baby products, focusing on high-quality brands while providing significant cost savings.

Their core product lines include strollers, car seats, nursery items, feeding essentials, and various gear and activity products designed for infants and young children. By emphasizing sustainability, Rebelstork diverts a substantial number of products from landfills each year, catering to environmentally conscious consumers. Their primary customer base consists of parents, particularly first-time mothers, who seek reliable and cost-effective solutions for their childcare needs, facilitating convenient shopping experiences directly from their online platform. REBEL generates revenue through direct-to-consumer transactions via their e-commerce platform, where consumers purchase open-box and overstock items at significant discounts.

The company’s pricing strategy features marked-down prices on flagship products, allowing customers to save up to 70% compared to traditional retail prices. Transactions are facilitated through a user-friendly shopping cart system, providing options like free shipping on thousands of items, thus ensuring a seamless shopping experience for their clientele. The company will use the November 2025 funding to expand into new verticals like outdoor and sporting goods with longtime retail partners, following its successful expansion beyond baby and into home earlier this year. The new verticals include seasonal and year-round categories such as water and winter sports, camping, outdoor toys, and athletic gear.