The people
What they build
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Working at REBEL
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On the TechTO stage
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About
Emily Hosie founded Rebelstork in 2020 after a career in off-price retail at TJX Canada and Saks OFF 5TH, having discovered that returned baby gear was going straight to landfill even when the box had only been opened. The company built its own technology to receive, quality-check and resell returns at scale, renamed itself REBEL in March 2025 as it moved into home essentials, and announced an expansion into outdoor and sporting goods with its Series B. It is a certified B Corp and works with roughly 2,500 brands and retailers.
Backers
MarcyPen Capital Partners led the Series B; Maveron, Serena Ventures, Marcy Venture Partners and Golden Ventures backed the Series A
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Quick answers
What does REBEL do?
It takes returned and overstock inventory from retailers and brands, quality-checks it with its own technology, and resells it at a discount rather than letting it go to landfill.
Is REBEL the same company as Rebelstork?
Yes. It launched as Rebelstork in 2020 and renamed itself REBEL on 11 March 2025 when it expanded beyond baby gear into home goods.
Who are its retail partners?
Hosie told the TechTO audience the company had roughly 200 partners with enterprise contracts including Target, Costco and Amazon. Coverage puts the brand and retailer count nearer 2,500.