1. The business mainly operates in Europe, focusing on the design and sale of fashionable bags and luggage, including backpacks, travel bags, and waist bags.
2. In e-commerce, it is a fashion brand in the bags and luggage niche; competitors include Eastpak, JanSport, and Herschel.
3. The brand keywords on the official website are "New Rebels" and "New Rebels tassen".