Rebel doubled their revenue, successfully expanded into new product lines, raised $40M in equity financing, and is now positioned as a category-defining leader in the circular economy
Who
Founded in 2019 and based in Toronto, Rebel (formerly Rebelstork) is a leading marketplace for buying and selling overstock, open-box, and quality-used baby gear. By leveraging AI and predictive pricing tools through its REV™ (Rebel Estimated Value) algorithm, Rebel empowers families and retailers to participate in a more sustainable and affordable circular economy. As a pioneer in recommerce within the baby goods sector, Rebel has grown into a trusted platform for both consumers and national retail partners across North America.
Situation
As Rebel’s business scaled, the company faced growing complexity in its financial operations. They engaged us to overhaul a fragmented finance function—one that lacked clean bookkeeping, disciplined reporting, and reliable investor communications. At the same time, Rebel was preparing for two equity fundraising rounds and pursuing growth through both geographic expansion and new category launches.
Solution
We partnered with Rebel across multiple workstreams to professionalize their finance operations and support their strategic growth:
- Bookkeeping & Controllership Overhaul: Rebuilt foundational accounting practices to ensure timely, audit-ready financials. Introduced controls, improved cash flow management, and streamlined monthly reporting.
- Board & Management Reporting: Established robust financial and operational dashboards to improve visibility for the executive team and board, including real-time KPI tracking and variance analysis.
- Fundraising Support: Managed all financial diligence and acted as Rebel’s liaison to investors across two equity financing rounds totaling $40M USD. Delivered modeling, data room management, and live support for investor negotiations.
- Debt Financing: Secured non-dilutive growth capital by negotiating directly with lenders for improved terms and flexibility.
- Strategic Growth Enablement: Provided financial guidance and operational support that helped Rebel double its revenue, while also launching new product lines, including REBEL Home, expanding the business beyond baby gear.
Results
Our work enabled Rebel to operate with greater confidence and credibility at scale:
- 100%+ revenue growth underpinned by a stronger financial foundation
- Successful launch of REBEL Home and other new verticals
- $40M USD in equity capital raised across two oversubscribed rounds
- Streamlined financial operations across bookkeeping, reporting, and forecasting
- Secured growth-friendly debt with favorable terms and flexible repayment
- Increased trust from board and investors through clear, consistent reporting
Today, Rebel stands as a category-defining leader in the circular economy, poised for continued growth across North America—powered by operational rigor and a clear view of financial performance.
