Rebelle Acquisition: Key Details, Impact, and What Comes Next

Vinted's acquisition of Rebelle marks a significant consolidation in the second-hand fashion industry. By integrating Rebelle's luxury-focused platform, Vinted aims to broaden its market reach and enhance its offerings. This strategic move underscores Vinted's commitment to expanding its presence in the upscale second-hand fashion sector, benefiting both companies and their user bases.

What Is Rebelle?

Founded in 2013, Rebelle specialized in the buying and selling of secondhand designer fashion. The platform distinguished itself by focusing on high-end, luxury items, catering to a niche market of fashion enthusiasts. Although Rebelle has since closed, its legacy continues through Vinted, which offers a broader range of categories and features within a larger community, enhancing the overall user experience for secondhand fashion trading.

Who Acquired Rebelle?

Vinted operates as a prominent online marketplace for buying and selling second-hand clothes, shoes, and accessories. The platform facilitates peer-to-peer transactions, enabling users to declutter their closets and discover new items. Key services include a wide range of categories such as Women, Men, Designer, Kids, Home, Electronics, Entertainment, and Pet Care. Vinted's market position is bolstered by its emphasis on sustainability and its appeal to environmentally conscious consumers.

When Was Rebelle Acquired?

Vinted acquired Rebelle in July 2022. This acquisition came at a time when the second-hand fashion industry was experiencing significant growth, driven by increasing consumer interest in sustainability and luxury resale. The move allowed Vinted to integrate Rebelle's expertise in high-end fashion, enhancing its market position and expanding its offerings to include a broader range of luxury items. This strategic consolidation reflects broader industry trends towards market consolidation and the growing importance of authenticity in the resale market.

Why Was Rebelle Acquired?

• Market Expansion: The acquisition of Rebelle allows Vinted to tap into the luxury second-hand fashion market, integrating Rebelle's user base and high-end offerings into its broader platform. This strategic move enhances Vinted's market presence by offering a wider range of items and price points, appealing to a more diverse audience.
• Technology Integration: Vinted benefits from Rebelle's trusted verification process, which has been integrated into its operations. This includes a dedicated team of experts who examine eligible items at verification hubs in Hamburg and London, ensuring authenticity and quality for designer and streetwear brands.
• Competitive Advantage: By consolidating Rebelle's luxury-focused platform with its own, Vinted strengthens its competitive position in the second-hand fashion market. The enhanced value proposition, including free listing and selling of designer items and a larger selection of second-hand pieces, makes Vinted a more attractive option for consumers. Additionally, the leadership roles taken by Rebelle's founders within Vinted ensure continued innovation and focus on high-value fashion.

Acquisition Terms

• Acquisition Price: €30.2 million
• Payment Method: Cash consideration (1.35 euros per share)
• Key Conditions or Agreements:
  • Rebelle will close by March 18, 2024, with users invited to join Vinted.
  • Rebelle founders will retain senior leadership roles within Vinted Group.
  • Rebelle’s verification process has been integrated into Vinted’s operations.
  • Vinted aims to own over 90% of Rebelle’s shares.
  • Concierge items will not be transferable to Vinted and will be returned to sellers.

Impact on Rebelle

The acquisition of Rebelle by Vinted has led to significant changes in operations and management. Rebelle's platform is set to close by March 18, 2024, with users migrating to Vinted starting February 19, 2024. This transition includes the integration of Rebelle's verification process into Vinted's operations, enhancing the trust and authenticity of high-value fashion items. Additionally, Rebelle's founders, Cécile Wickmann and Max Schönemann, have taken on senior leadership roles within Vinted, ensuring continuity and leveraging their expertise in luxury fashion.

Product offerings and services have also evolved post-acquisition. Rebelle users now have access to a broader range of second-hand items on Vinted, including the ability to list and sell designer items for free. While Concierge items from Rebelle will not be transferable and will be returned to sellers, the overall user experience is expected to improve with the combined strengths of both platforms. Employee and customer reactions have been generally positive, with the transition process designed to be smooth and beneficial for all parties involved.

For founders considering business transitions, tools like Sunset can assist in managing such processes compliantly, ensuring a seamless and efficient transition.