Open-box and overstock marketplace Rebel has entered the CPG category.Rebel, which sources excess, unused inventory from brands and retailers to sell on its marketplace, added bulk-sized snacks and pantry products to its lineup in mid-May. The new section launched with better-for-you, shelf-stable brands like MadeGood, Purely Elizabeth, Chomps and Annie’s at discounts ranging from 12-70%.
Founder and CEO Emily Hosie told Modern Retail that getting into snacks grew out of conversations with brands seeking a sustainable solution for goods approaching their best-by dates. So far, snacks are increasing units sold and driving more repeat visits.
“It felt like a very natural extension of our mission to help customers discover amazing deals and in-demand products at an accessible price point,” she told Modern Retail in an exclusive interview.
Rebel, formerly known as Rebelstork, launched in 2020 as an open-box marketplace specific to baby gear. In March 2025, it officially rebranded and expanded into the home sector. It now carries around 90 categories, including well-known home brands like KitchenAid and Caraway. In November, the company announced a $25 million Series B led by MarcyPen Capital Partners after seeing 2,640% growth in product delivery over the past three years.
