Big news for REBEL (formerly Rebelstork), the leading returns recommerce marketplace in North America. They’ve just locked in $18 million in Series A funding, led by Maveron, with support from Serena Ventures, Marcy Venture Partners, and Golden Ventures. This cash injection is set to fuel more innovation as the company tackles one of the baby gear industry’s most pressing problems: the growing returns crisis.
Since launching in 2020, REBEL has already made a name for itself by keeping tons of baby gear out of landfills. Their tech-driven platform reroutes overstock and returned items from the trash to new homes, all at a fraction of the retail cost. And with this new round of funding, founder and CEO Emily Hosie is ready to push things even further, expanding their reach and fine-tuning the tech that’s shaking up the industry.
Addressing the Growing Returns Crisis
When asked about what comes next for REBEL, Hosie didn’t hesitate to highlight the company’s focus on innovation. “When I founded the company in 2020, I recognized that solving the $800 billion returns crisis would require a bold vision and cutting-edge technology. REBEL became the first company to successfully build a tech-driven solution designed to address the complexities of returns and overstock in the baby gear industry,” she explained.
And the approach is clearly working. REBEL has already diverted over 12 million pounds of waste from landfills every year, and Hosie says this new investment will allow them to keep evolving their technology and processes to meet customer needs while staying ahead of the industry’s challenges.
Growing Without Sacrificing Sustainability
REBEL isn’t just about scaling for the sake of growth. Sustainability and quality remain at the core of what they do, and Hosie made it clear that these values won’t be compromised. “Ensuring our customers know they’re investing in high-quality, reliable products has always been, and continues to be, a top priority for our team.”
The company’s rigorous “Rebby Pinky Promise” ensures that every item undergoes a thorough inspection before being resold, guaranteeing that only top-quality gear makes it to new homes. “Our goal is to grow sustainably, making sure that every step—from product inspection to returns re-commerce—upholds our commitment to quality and environmental responsibility,” Hosie added.
Building Partnerships for a Greener Future
As a certified B-Corp, REBEL takes sustainability seriously, and this ethos drives its collaborations with major brands and retailers. “Our B-Corp certification plays a vital role in how we approach partnerships. From day one, our mission has been to reduce the amount of baby gear ending up in landfills, and that ethos shapes how we collaborate with major retailers and brands,” Hosie explained.
The company has already teamed up with over 2,500 brands and mass retailers like Target to create new revenue streams while helping businesses manage the high cost of handling returns. And this is just the beginning—Hosie plans to keep expanding these partnerships, always with a focus on aligning with companies that share their commitment to sustainability.
The Technology That’s Changing the Game
Returns are a big problem for retail, with $890 Billion worth. REBEL is changing the way businesses handle these returns with proprietary technologies that help reduce waste and foster a circular economy.
Each item is given a unique identifier and goes through the Rebby Pinky Promise quality check before being resold. This tech-forward process provides a sustainable solution for REBEL’s partners and opens up a new revenue stream.
“We are seeing an exciting shift in the retail industry where global iconic brands and mass retailers are majorly stepping up to change the bad habits in their returns supply chain,” said Hosie. “At the same time, we’re seeing a new generation of shoppers embracing returns recommerce in a big way.”
Looking ahead, REBEL plans to use this new funding to expand its operations, roll out new products, and grow its team—all while staying laser-focused on its mission to empower brands, retailers, and parents to participate in a circular economy that benefits both people and the planet.
UPDATE: In March 2025, REBEL expanded into the home goods space offering never-used, simply returned home essentials, including kitchenware, tabletop items, decor, furniture, bedding, and bath—at up to 50% off retail prices.
