SuperRebel

What SuperRebel does

SuperRebel is a privately held, founder-led Dutch lifestyle group headquartered in Breda that operates a portfolio of distinct sub-brands unified by a codified 'B.O.S.S.' brand framework (Bold, Outspoken, Smart, Stylish) and a registered Brave Devil identity. The group comprises three core commercial pillars: SuperRebel Kidsgear, a premium sports and street-couture children's apparel brand launched in 2016 via collaboration with Brand Works; SuperRebel Gear, a high-end sportswear, street couture, supplements and accessories brand for adults; and SuperRebel Agency, a boutique creative agency (held as a minority stake) serving enterprise and SMB clients with brand development, creative campaigns and digital services. A fourth non-core asset, Hotel SuperRebel, is a multi-floor creative co-working and members club space that doubles as group headquarters and hosts the Club SuperRebel subscription membership (EUR 250/month, 6-month minimum).

The company's revenue mechanics are heterogeneous: Kidsgear and Gear generate one-time apparel sales through selective European wholesale (Bever, DAKA, Intersport, Sportler, Rinascente, Club Med) plus owned and third-party e-commerce (superrebelkidsgear.com, Bol.com, Wehkamp); the Agency earns professional-services fees from project-based creative work (disclosed logos include PostNL, Burger King, Bosch Car Service, Aartsen); Hotel SuperRebel/Club SuperRebel generates recurring subscription revenue from co-working memberships; and merchandise/licensing (Brave Rosé wine, glassware, hockey sticks) provides ancillary one-time sales. Notable non-AI technology includes Tex.Tracer QR-code digital passports embedded in Kidsgear garments for supply-chain transparency. Geographic reach spans at least nine European countries with a dedicated Asian agent network covering China, Taiwan, Korea and Indonesia.

Founded by Lodewijk Varossieau in 2010 and operational since 1 May 2011, SuperRebel runs with a headcount of 11-50 and no disclosed external funding, M&A or institutional investors. Distribution is intentionally selective to preserve premium positioning, and marketing relies on a SuperRebel Army ambassador program plus multi-platform social (Instagram, Facebook, TikTok, Twitter, LinkedIn) rather than paid acquisition at scale.

Name

SuperRebel

Legal name

The SUPERREBEL Company

Website

https://superrebel.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

SuperRebel is a privately held Dutch lifestyle group that operates the SuperRebel Kidsgear and SuperRebel Gear premium apparel brands, a boutique creative agency, and Hotel SuperRebel, a co-working members club in Breda, serving consumers in Europe and select Asian markets and enterprise clients through project-based brand work.

Ownership category

akta.pro rank

Product category

Creative Agency & Lifestyle Fashion

NAICS

All Other General Merchandise Retailers (455219)

SIC

Retail-Family Clothing Stores (5651), Retail-Nonstore Retailers (5960)

akta.pro primary industry

Luxury & Designer Apparel Retail (CRAAABAI)

akta.pro secondary industry

Brand Strategy & Identity Systems (MPAAAEAA)

Keywords

• Creative agency services
• Kids fashion apparel
• Premium sportswear brand
• Co-working space
• Lifestyle brand

Headquarters

HQ city

Breda

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Apparel & Fashion Sales: SuperRebel Gear and SuperRebel Kidsgear sell high-end sportswear, fashion, accessories, and kids clothing through selective retail partners and e-commerce platforms.
2. Creative Agency Services: SuperRebel Agency provides brand development, creative campaigns, and marketing services to brave brands, helping entrepreneurs energize and grow their brands.
3. Hotel SuperRebel Membership: Club SuperRebel provides flexible co-working memberships at Hotel SuperRebel, offering workspace, meeting rooms, and bar access for EUR 250 per month.
4. Merchandise & Licensing: Brand merchandise including Brave Rosé wine, branded glassware, hockey sticks, and other promotional items sold through various channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

SuperRebel is a multi-brand lifestyle collective headquartered in Breda, Netherlands, operating across creative agency services (SuperRebel Agency), adult high-end sportswear and street couture (SuperRebel Gear), children's sports and street fashion (SuperRebel Kidsgear), and a creative co-working/hospitality space (Hotel SuperRebel) with a paid membership product (Club SuperRebel). The portfolio unifies these businesses under a single brand DNA centered on bravery, ambition, and impact, and applies a proprietary B.O.S.S. (Bold, Outspoken, Smart, Stylish) methodology across all creative and product deliverables.

Product overview

SuperRebel is a bold collective of innovative lifestyle companies, founded in 2011 by creative entrepreneur Lodewijk Varossieau, headquartered in Hotel SuperRebel in Breda, The Netherlands. The Group operates as a multi-sub-brand portfolio spanning fashion/apparel and creative services: SuperRebel Gear is the high-end sportswear and street couture brand for adults; SuperRebel Kidsgear is the sports and street couture brand for rebellious kids (launched 2015 via a collaboration with Brand Works); SuperRebel Agency is the creative agency arm providing brand development, design, and tech services; SuperRebel Digital handles digital operations within the agency; Hotel SuperRebel is the creative co-working space and headquarters; and Club SuperRebel is the co-working membership product. The Group is unified by the SuperRebel DNA — bravery, ambition, and impact — and the B.O.S.S. value proposition (Bold, Outspoken, Smart, Stylish).

Differentiator

Problem solved

Functional benefit

Brands

• SUPERREBEL GEAR: High-end sportswear, fashion, supplements and accessories brand for never grown-up people
• SUPERREBEL.AGENCY
• HOTEL SUPERREBEL
• SUPERREBEL KIDSGEAR

Products and services

• SuperRebel Gear High-end sportswear, street couture clothing, accessories, and supplements brand for adults, combining special fabrics with high-tech innovative materials, inspired by sports and street culture and sold through selective European retail partners and direct e-commerce.
• SuperRebel Kidsgear Sports and street couture clothing brand designed for rebellious kids, offering ski, beach, street, and sportswear collections made from recycled polyesters and responsibly sourced materials, with sustainability transparency via Tex.Tracer QR code digital passports.
• SuperRebel Agency Boutique, internationally oriented creative agency that develops brave new brands and energizes existing ones for entrepreneurs and marketing professionals, combining brand strategy, design, creative campaigns, and digital operations to build intense customer relationships.
• SuperRebel Digital Digital and technology services division within SuperRebel Agency providing digital operations and implementation capabilities alongside the creative agency's brand strategy and design services.
• Hotel SuperRebel Multi-floor creative co-working and collaboration space in Breda housing SuperRebel Gear retail, SuperRebel Agency offices, a members club, an urban gym, and a bar, serving as a clubhouse for creative individuals, entrepreneurs, and partners.
• Club SuperRebel Membership Subscription co-working membership at Hotel SuperRebel providing flexible workspace access (08:30–17:30 on working days), secure WiFi, complimentary coffee/tea/water, Hotel SuperRebel Bar access, and reservable meeting rooms, priced at EUR 250 excl. VAT per month.

Named customers8 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Tex.TracercoreTechnology or IntegrationSustainability transparency partnership implementing QR codes on SuperRebel kidsgear clothing via Tex.Tracer platform. Scan SuperRebel kidsgear to check its digital passport, providing supply chain and sustainability information to consumers.
• DJ La FuenteminorStrategic or Co-development PartnerCollaboration with DJ La Fuente to create the 'I Am A SuperRebel' audio logo and brand anthem distributed across music streaming platforms.
• Brand WorkscoreStrategic or Co-development PartnerBrand Works company collaborated with SuperRebel to create the SuperRebel Kidsgear brand in 2015. This partnership established the iconic kids gear line as a sports and street couture brand.

Scale indicators2 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• WeAreBrain: Dutch creative and digital agency offering brand strategy and design services. Comparable to SuperRebel Agency as a Netherlands-based creative agency serving enterprise clients.
• Concrete Amsterdam: Dutch independent creative agency with brand and digital capabilities. Comparable to SuperRebel Agency as a boutique Amsterdam/Netherlands-based creative studio serving enterprise clients with brand strategy and design.
• Hotel Not Hotel: Amsterdam-based concept hotel focused on creative individuals rather than traditional hospitality. Directly comparable to Hotel SuperRebel as a Dutch creative co-working/clubhouse concept with no traditional 'sleep' offering.
• Tony's Chocolonely: Dutch mission-driven premium consumer brand with bold positioning and selective distribution. Comparable to SuperRebel as a Netherlands-based premium brand with strong identity, premium pricing, and purpose-led differentiation.
• Noppies: Dutch maternity and kidswear brand with comparable premium positioning and European wholesale distribution. Direct comparable for SuperRebel Kidsgear in the Netherlands-based kids/maternity fashion category.
• Daily Paper: Amsterdam-based premium streetwear and lifestyle brand with strong cultural and ambassador-driven positioning. Highly comparable to SuperRebel Gear as a Dutch street couture brand targeting style-conscious adults via selective distribution.
• By Parra: Dutch streetwear and sportswear-inspired brand with strong graphic identity. Comparable to SuperRebel Gear as a Netherlands street couture brand with bold positioning and selective distribution.
• Filling Pieces: Dutch premium footwear and streetwear brand founded in Amsterdam. Comparable to SuperRebel Gear as a Netherlands-headquartered premium street couture brand with international selective distribution and a design-led identity.

Broad incumbents

• Scotch & Soda: Amsterdam-headquartered global premium lifestyle apparel brand with much broader scale than SuperRebel. Comparable on positioning (premium Dutch lifestyle), product mix (men's/women's apparel), and selective-to-global distribution strategy.
• Tommy Hilfiger: Global premium lifestyle brand with adult and kids apparel lines (Tommy Kids), strong brand IP, and selective department-store distribution. Comparable to SuperRebel as a premium lifestyle brand with kidswear extension and selective premium positioning.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/superrebel_com
• Facebookfacebook.com/superrebelbrand
• Instagraminstagram.com/superrebel_gear
• LinkedInlinkedin.com/company/superrebelgear

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SuperRebel