Rebelle

Rebelle, operating under the legal entity StyleRemains GmbH, was a Hamburg-based online marketplace specializing in pre-owned luxury and high-end designer fashion. The company was founded in Hamburg, Germany, in 2013 by Cécile Wickmann and Max Schönemann. The founding idea reportedly stemmed from Wickmann's personal need to sell a large collection of fashion items she had accumulated. Prior to Rebelle, Wickmann, a business administration graduate from the Berlin School of Economics and Law with a Master's from ESCP Business School, gained experience in the media and fashion industries, including a role as a business analyst at Hanse Ventures.

The platform functioned as a managed marketplace, targeting a niche of fashion enthusiasts interested in buying and selling secondhand designer goods. Rebelle provided a commission-based business model, earning revenue on each transaction facilitated through the site. The company offered two distinct selling options to its clients. A concierge service provided an end-to-end solution where Rebelle managed the entire sales process, including item authentication, professional photography, product descriptions, pricing, storage, and shipping. For a lower commission, sellers could opt for a do-it-yourself service, where they would list the items themselves and send them to Rebelle for verification and quality control only after a sale was made. A key feature across both models was the in-house team of experts who verified the authenticity and quality of every item, aiming to provide a secure and trustworthy shopping experience. The platform featured a wide range of luxury brands, including Hermès, Louis Vuitton, and Chanel.

Over the years, Rebelle expanded its operations across Europe, establishing a presence in the UK, Netherlands, Italy, and Scandinavia, and shipping to over 40 countries. A significant milestone was the company's initial public offering on the Nasdaq First North Growth Market in Stockholm in February 2022, which was promoted as a "green IPO" to highlight its role in the sustainable, circular fashion economy. In July 2022, Vinted, a major player in the secondhand fashion market, announced its intention to acquire Rebelle for €30.2 million. The acquisition was finalized, and by January 2024, a strategic decision was made to merge Rebelle's operations into Vinted's platform. The Rebelle site and brand were phased out by March 18, 2024, with users and listings migrated to Vinted. Rebelle's expertise, particularly its verification process, was integrated into Vinted's services to enhance its high-value fashion segment. Following the consolidation, Rebelle's founders took on senior roles within the Vinted Group; Cécile Wickmann became the Senior Director of Luxury, and Max Schönemann was appointed Senior Director, Authentication and Fulfillment Operations.

Keywords: luxury resale, secondhand fashion, designer consignment, online marketplace, circular fashion, pre-owned luxury, fashion e-commerce, StyleRemains GmbH, Cécile Wickmann, Vinted acquisition, item authentication, sustainable fashion, designer goods, managed marketplace, fashion resale platform, high-end fashion, peer-to-peer marketplace, European e-commerce, luxury consignment, vintage fashion