Returns Recommerce Leader REBEL, formerly Rebelstork, Expands into Home

Unveils New Brand Identity, REBEL, Reflecting Expansion Beyond Baby Gear to Accelerate Its Mission of Solving the $1 Trillion Retail Returns Crisis

NEW YORK, March 12, 2025 /PRNewswire/ - REBEL (formerly Rebelstork), the only venture-backed, certified B-Corporation recommerce platform for overstock and open-box retailer returns, announces its expansion beyond baby gear and into the home category. Leveraging its proprietary returns recommerce technology, REBEL will now offer never-used, simply returned home essentials, including, kitchenware, tabletop items, decor, furniture, bedding, and bath—at up to 50% off retail prices.

With the company's evolution forward also comes the unveiling of a new brand identity, REBEL. This relaunch reflects the company's leadership in transforming the returns recommerce landscape. It strengthens REBEL's commitment to reduce landfill waste from retailer returns, helps brands unlock new revenue streams, and offers consumers affordable access to high-quality open-box products.

"Launching REBEL and expanding into the home vertical is the next step in our mission to redefine retail returns," said Emily Hosie, REBEL Founder & CEO. "Retailers and brands are losing nearly $1 trillion every year to inefficient, complex returns processes, and similar to baby gear, home goods are a highly affected category. The harsh reality is that the majority of returns are ending up in landfills. We've proven our technology to process returns for recommerce works at a mass scale. We've built strong relationships with forward-thinking partners who want to reduce waste, generate incremental revenue and drive brand awareness. Now, we are applying our same model to the home market."

Within home and baby gear, there is an estimated $300 billion worth of returned goods annually. Together, with its 2,500+ brand and retail partners, REBEL is redefining the returns recommerce process—helping partners advance their own sustainability missions while collectively transforming the retail ecosystem. Expanding beyond baby and into home, REBEL projects to more than double its impact, preventing over 25 million pounds of returned products from reaching landfills each year.

"Together with our brand partners, we are building a more resilient and circular future for the retail industry," Hosie continues. "We see a new, younger generation of shoppers demanding more sustainable and affordable options without sacrificing quality. We've already built trust with parents and see that the appetite to Shop Smarter™ with us continues to grow. We're excited for even more future opportunities to support our partners as we continue to expand."

Established in 2020, REBEL has experienced significant growth, climbing 300% year-over-year. A recent $18M Series A investment has enabled the company to accelerate technology advancements, expand its category footprint, and deepen partnerships with retailers that are looking for a more sustainable, cost-effective way to manage returns.

To shop the home collection, visit: https://fromrebel.com/pages/rebelhome 

About REBEL

REBEL is the ultimate destination to Shop Smarter™. By offering unbeatable savings of up to 50% off on open-box and overstock products in the baby gear and home space, REBEL makes it simple to shop with purpose every day. REBEL partners with over 2,500 of the most popular brands to bring the very best assortment of open-box and overstock products right to their customers' doorsteps. As the only certified B-Corp in returns recommerce, REBEL keeps more than 25 million pounds of product out of landfills annually.  

SOURCE REBEL