Rebottled
Rebottled is a Dutch social enterprise founded in 2016 that upcycles discarded wine bottles into design drinking glasses and home accessories, serving individual consumers via D2C e-commerce, hospitality/horeca clients, retail wholesalers, and corporate gifting customers across the Netherlands, Germany, and Belgium.
- Company typePrivate
- Founded2016
- HeadquartersUtrecht, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Rebottled does
Rebottled is a Netherlands-based for-profit social enterprise founded in 2016 that upcycles discarded wine bottles into design drinking glasses and home accessories. The company operates a production factory in Alphen aan den Rijn and is headquartered in Utrecht, where bottles are collected, cut, flame-finished for thermal stability, hand-sanded, polished, and packaged. Its product portfolio spans tumblers, wine glasses, carafes, candleholders, egg cups, glass straws, and soy-wax dinner candles, sold both as finished consumer goods and as custom-branded items. Through a strategic partnership with Libbey EMEA (formerly Royal Leerdam), Rebottled has access to production capacity of 4 million glasses per year in Leerdam, supporting European market expansion.
The company serves four primary customer segments: individual consumers via its Shopify D2C storefront, retail partners through a wholesale program with ~20-unit minimums, the hospitality/horeca sector through direct sales and customization from 36 pieces, and corporate gifting clients via custom-branded orders. Pricing ranges from €9.95 for individual candleholders to €239 for a 60-pack of high stackables, with B2B accounts subject to a €150 minimum order value and volume discounts. The business model blends transactional product sales with customization and bespoke projects, and is supported by an affiliate program (Collab), newsletter capture (10% discount incentive), and active social channels on Instagram, TikTok, Facebook, LinkedIn, and X.
Rebottled's operational model is anchored in social impact: the factory employs trainees from the Dutch UWV employment agency, with 126 people reportedly helped back into the labor market. The company achieved Certified B Corporation status in 2024, positioning it among the first glassware brands to meet verified social and environmental standards. Strategic partnerships with PwC, Rabobank Foundation, Stichting DOEN, and others reinforce its positioning at the intersection of circular economy, sustainable consumer goods, and workforce reintegration. The team is small (11-50 employees), led by founder and CEO Jermain van der Graaf, and the company has not disclosed any institutional funding rounds.
Rebottled firmographics
Firmographics- Name
- Rebottled
- Legal name
- Rebottled B.V.
- Website
- https://rebottled.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rebottled is a Dutch social enterprise founded in 2016 that upcycles discarded wine bottles into design drinking glasses and home accessories, serving individual consumers via D2C e-commerce, hospitality/horeca clients, retail wholesalers, and corporate gifting customers across the Netherlands, Germany, and Belgium.
- Ownership category
- akta.pro rank
Where Rebottled is headquartered
LocationHeadquarters
- HQ city
- Utrecht
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Rebottled business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Direct-to-Consumer (D2C) Product Sales: E-commerce sales of upcycled glassware to individual consumers. Products include tumblers, carafes, egg cups, candleholders, glass straws, and accessories. B2C pricing with free shipping thresholds.
- B2B Wholesale: Wholesale pricing to retail partners and business customers with volume discounts. Minimum order value of €150 for B2B accounts. Custom packaging and branding services. Target segments: Retail, Horeca (hotels/restaurants), Corporate Gifting.
- Corporate Gifting & Custom Branding: Personalized glassware with company logos for business gifts. B2B gifting solutions with custom print proofs. Digital printproof creation within 24 hours of request. Catering to employee gifts and event merchandise.
- Custom Printing Services: Custom brand printing on glasses from 36 pieces. Full shape customization available from 30,000 pieces. Corporate employee gifts and event merchandise.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer e-commerce pricing for individual glassware products |
| Unit Pricing | Pay-as-you-go | Sample Sale discounted products |
| Transaction based/ take rate | Pay-as-you-go | B2B wholesale account pricing |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels10 records
Rebottled product offering
Product offeringCore offering
Rebottled collects discarded wine bottles, cuts, reshapes, fire-polishes, and packages them into design drinking glasses (tumblers, wine glasses, carafes, candleholders, egg cups, glass straws) at its factory in Alphen aan den Rijn. Products are sold via a direct-to-consumer Shopify storefront to individual buyers and through dedicated B2B programs (Retail, Horeca, Gifting, Printing) for hospitality, retail, and corporate customers across Europe.
Product overview
Rebottled is a Dutch circular economy company that transforms discarded wine bottles into design drinking glasses and home accessories. Their product portfolio consists of two main categories: Consumer Glassware (tumblers, wine glasses, carafes, shot glasses, candleholders, dinner candles, egg cups, and glass straws) sold directly to consumers, and Business Platforms (B2B accounts, retail wholesale, hospitality/horeca supply, corporate gifting, and custom printing services) for business partners. The core glassware products are made from repurposed wine bottles through upcycling (keeping bottle recognizable) or 100% recycled methods (melting into new raw material), with naturally colored glass that requires no chemical coatings. All products feature fire-polished smooth rims and are dishwasher safe.
Differentiator
Problem solved
Functional benefit
Products and services
- Tumblers
Quantifiable outcome
- 150g CO2 emissions saved per glass vs. new glass production
- +6 more outcomes
Companies that use Rebottled
Customer profileNamed customers19 records
Segments5 records
Ideal customer profiles5 records
Rebottled technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Rebottled partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, major and minor.
- LibbeycorePartnership with Libbey EMEA (formerly Royal Leerdam) to design circular glassware for the European market. Libbey provides manufacturing capacity of 4 million glasses per year. Upscaling takes place in Leerdam. Rebottled brings sustainable upcycling expertise and brand, Libbey provides production capacity and industry expertise.
- Gall & GallmajorDutch alcoholic beverage retailer partnership. Collaboration in wine bottle sourcing and/or retail distribution of Rebottled products.
- PwC (PricewaterhouseCoopers)majorProfessional services firm partnership supporting Rebottled's sustainable and social mission. Nature of collaboration includes potential consulting, sustainability advisory, and strategic support.
- Wij3.0majorSustainability-focused organization partnership supporting Rebottled's mission to reduce waste and promote circular economy principles.
- EnactusminorStudent entrepreneurship organization where Rebottled was founded in 2016 through Enactus. Ongoing connection to student entrepreneurs and sustainability projects.
- UWV (Dutch Employment Agency)coreDutch employment agency providing trainees for Rebottled's factory operations. Program aimed at helping people with distance to labor market get back into employment. Core to Rebottled's social mission - creating meaningful work opportunities.
- SignifyminorSmart lighting company partnership supporting Rebottled's sustainability initiatives.
- GreenKeyminorSustainability certification for hospitality businesses. Partnership in promoting sustainable practices in hotels and restaurants.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Rebottled competitors and assessment
Company assessmentEmerging players
- KeepCup: Australian pioneer of reusable takeaway coffee cups, globally distributed through retail and horeca channels. Comparable circular-economy positioning and reusable drinkware category, though operating in a different product (cups versus glasses) and primarily English-speaking geographies.
Direct peers
- Ocean Bottle: UK-based reusable water bottle brand with circular-economy DNA funding ocean plastic cleanup. Operates a comparable sustainability-led DTC and B2B model with similar enterprise gifting demand from corporates seeking measurable environmental impact.
- Duralex: French pressed-glass manufacturer of iconic tempered tumblers and drinking glasses. Direct competitor across consumer and hospitality glassware with overlapping product formats and similar price band positioning in European foodservice.
- Bormioli Rocco: Italian household name for glassware and tableware including tumblers, stemware, and bar drinkware. Competes with Rebottled across consumer retail and hospitality channels with similar product categories at varied price points and broader scale.
- Riedel: Austrian luxury wine glass specialist serving premium hospitality and home. Directly comparable to Rebottled's Wine Glass N°1 product category and competes for the same premium bar and tableware positioning in hotels and specialty retail.
- Libbey: American glassware leader with European operations via Royal Leerdam (now Libbey EMEA). Rebottled's manufacturing partner, simultaneously a competitor in hospitality glassware with overlapping product formats (tumblers, stemware, barware) and channel reach across foodservice distributors in Europe.
- Bormioli Luigi: Italian luxury glassmaker producing high-end stemware and tableware with a global hospitality and retail footprint. Overlaps with Rebottled's wine glass, carafe, and barware segments at premium price points, particularly across European hotel and restaurant accounts.
- LSA International: Polish-designed handcrafted glassware brand distributed through premium home and hospitality retailers. Similar product mix of tumblers, carafes, and drinking glasses with comparable B2B and horeca distribution and a design-forward positioning.
- Schott Zwiesel: German professional crystal glassware brand specializing in tumblers, wine glasses, and barware for hospitality. Directly competes with Rebottled for hotels, restaurants, and bar accounts across Germany and broader DACH region with parallel B2B foodservice motion.
Broad incumbents
- Iittala: Iconic Finnish design house producing premium glassware, tableware, and home accessories. Operates as a broader housewares incumbent spanning the same premium home and hospitality segments Rebottled targets, with greater scale but less sustainability-focused positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Rebottled social profiles
Digital presenceRebottled compliance and trust
Trust signalCompliance1 record
Rebottled financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rebottled leadership team
Management profileNumber of profiles
Profiles4 records
Rebottled funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rebottled M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rebottled
What does Rebottled do?
Rebottled collects discarded wine bottles, cuts, reshapes, fire-polishes, and packages them into design drinking glasses (tumblers, wine glasses, carafes, candleholders, egg cups, glass straws) at its factory in Alphen aan den Rijn. Products are sold via a direct-to-consumer Shopify storefront to individual buyers and through dedicated B2B programs (Retail, Horeca, Gifting, Printing) for hospitality, retail, and corporate customers across Europe.
Is Rebottled a public or private company?
Rebottled is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rebottled founded?
Rebottled was founded in 2016. It employs 11 to 50 people.
Where is Rebottled based?
Rebottled is headquartered in Utrecht, Netherlands, in the Europe region.
How does Rebottled make money?
Four revenue lines are on record. Direct-to-Consumer (D2C) Product Sales are the primary driver. The others are B2B Wholesale, corporate Gifting & Custom Branding and custom Printing Services.
Who are Rebottled's main competitors?
KeepCup is listed as an emerging player. Direct peers are Ocean Bottle, Duralex, Bormioli Rocco, Riedel, Libbey, Bormioli Luigi, LSA International and Schott Zwiesel. Iittala is listed as a broad incumbent.
Does Rebottled have an API?
No public API is recorded for Rebottled.