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The refurbished consumer electronics platform Reebelo has raised $29 million to bring its total to $50 million in Series A funding. The new series funding also supports Reebelo’s official entry into the U.S. market.

The Singapore-based online marketplace was founded in 2019 by Philip Franta and Fabien Rastouil to create a circular economy for consumer electronics and reduce the amount of e-waste that finds its way into landfills across the globe. The site also offers up to 70 percent savings on gaming devices, laptops, mobile phones, smartwatches and tablets.

“We enable consumers to buy secondhand devices on our website. At the same time, consumers can sell their old devices to Reebelo, and so in that sense, we are closing the loop,” said Fabien Rastouil, Reebelo co-founder and chief product officer, in a company-produced video on YouTube.

Reebelo’s new financing round led by Cathay Innovation marks the platform’s official U.S. debut with the opening of its headquarters in San Mateo, CA.

“Silicon Valley is the perfect location for Reebelo’s headquarters to support its growing business in the U.S. and serve as a jumping-off point as we look to open a second U.S. location this year,” said Philip Franta, Reebelo CEO, in a statement. “The talent pool is obviously unparalleled and offers us an ideal home base for serving customers eager for a trusted platform that delivers affordable devices from great brands, all while shopping sustainably.”

Reebelo, which has served over 200,000 customers, has seen its total sales triple in the last year, with the U.S. making up 25 percent of that.

The platform offers 30 days of free returns and a free one-year warranty with each purchase. It further supports customers with a buyback program that pays cash for unwanted devices. Customers can upgrade their devices whenever they choose with Reebelo’s Protect & Upgrade program. Reebelo offers two years of extra protection for accidental damage, plus a screen and battery swap. ReebeloCare, as it is called, has grown 330 percent year-over-year.

The company sees a big opportunity in the U.S. market. It points to the rush by large corporations into the recommerce space as evidence that the market remains largely untapped. Amazon.com, Apple, Best Buy and Walmart are among the companies selling refurbished devices at a fraction of what consumers pay for new ones.

BrainTrust

“Selling used items made sense long before it became known as ‘previously owned’ or ‘recommerce’ or the ‘circular economy.'”

John Lietsch

Chief Operating Officer, Bloo Kanoo


“Reebelo’s intense focus on the electronics category will enable it to gain share and experience significant growth in the U.S. market.”

David Spear

VP, Professional Services, Retail, NCR


“This is a brilliant business. Our research shows that electronics is a very involved purchase, where consumers would want personalization and services, over other categories.”

Melissa Minkow

Director, Retail Strategy, CI&T

Discussion Questions

DISCUSSION QUESTIONS: What are the keys for Reebelo to successfully compete in the U.S. recommerce market for consumer electronics? What are its biggest challenges beyond competitors that include Amazon, Best Buy and Walmart?

Poll

How likely is the sales growth of refurbished consumer electronics to outpace new devices over the next decade?

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12 responses to “Refurbished Electronics Platform Reebelo Sets Up Shop in the U.S.”

  1. Mark Ryski Avatar
    Mark Ryski

    This offering hits all the right notes. While there are plenty of competitors including Walmart and Best Buy in the used market, Reebelo has an opportunity to outperform these incumbents because of their focus on the category. Used electronics are more of a challenge than an opportunity to Walmart and Amazon because of their focus on selling new goods. Overall, used is big and getting bigger with companies focused on the category like Reebelo. If they can effectively execute, I believe they have a chance to become very big.

  2. Neil Saunders Avatar
    Neil Saunders

    In the U.S., resale electronics was worth around $34.3 billion last year. This includes “open box” sales from retailers like Best Buy. The market has plentiful supply as consumers upgrade from perfectly functional devices which can then be resold. As such, Reebelo is entering a large market where it can carve out some share. One of its advantages over mainstream marketplaces like eBay is the fact that it is focused on electronics. That said it will need to build its brand in a market that, while lucrative, has started to slow as the appetite for electronics wanes after three years of boom.

  3. David Spear Avatar
    David Spear

    Reebelo’s intense focus on the electronics category will enable it to gain share and experience significant growth in the U.S. market. I’ve purchased slightly used laptops in the past and have had outstanding experiences with the devices. Moreover, given today’s inflationary dynamics and seemingly added financial headwinds, Reebelo is positioned extremely well with consumers who have less to spend on electronics.

  4. John Lietsch Avatar
    John Lietsch

    Selling used items made sense long before it became known as “previously owned” or “recommerce” or the “circular economy.” This is a great move especially because of the singular focus (as Mark pointed out). However Reebelo will need to contend with the fact that it is an unknown entity selling products that can be perceived as having higher risks of failures especially when “used.” It sounds like it’s doing the right things by offering car-like certifications, guarantees and upgrades. It also needs to quickly establish a trusted brand that can compete with names like Best Buy, Walmart and Amazon. I’m not sure that the move to Silicon Valley is optimal but if you’re a funded startup in tech or tech adjacent, that’s a pretty cool place to be.

  5. Rich Kizer Avatar
    Rich Kizer

    New entrants into competitive markets always succumb to stress against present competitors. However when purchase reports blossom from their customers, and the proposition is seen as real, growth in trust launches in the business. Just wait for this one to hit its confidence stride here.

  6. Melissa Minkow Avatar
    Melissa Minkow

    This is a brilliant business. Our research shows that electronics is a very involved purchase, where consumers would want personalization and services, over other categories. So I’d recommend Reebelo develop capabilities that support the research part of the buying process.

  7. Gary Sankary Avatar
    Gary Sankary

    Reebelo is taking advantage of a growing demand for refurbished and used products. As noted, they’re entering a crowded market, just from Amazon and Walmart — Swappa, KEH, and MPB, to name just a few. The key to success in this market is reliability.

    Reliable product descriptions: a clear definition of what’s “good,” “excellent,” “excellent +,” or “like new.” Consumers want to be confident about what they’re buying, sight unseen. The service also needs to be reliable about fulfillment and have a credible way for consumers to return products if required. Reebelo seems to have ticked off all the right boxes. I hope they do well. I love the business model.

  8. Katie Thomas Avatar
    Katie Thomas

    It’s a good business model but for a lot of consumers, sustainability is a secondary, not primary, purchasing factor. On top of this, some consumers still balk at prior owned products. Last but certainly not least, the price needs to be right. If a consumer is buying something previously owned, they expect a discount. A lot of the complaint even around fashion resale is that the price ends up very close to the retail price of the product. This likely won’t be an overnight success.

  9. Dave Bruno Avatar
    Dave Bruno

    It feels like there is a lot of opportunity for Reebelo to find share. In my mind, to capitalize on that opportunity they need to raise awareness, extend their reach and, above all, build trust with consumers. Trust that the devices they buy are reliable and easily returned if not, and trust that the devices they sell will be handled as advertised and with respect for privacy. That last bit is a tall ask, but I have a box full of old phones in my house and I never recycle the hard drives of my old PCs for fear that someone will glean my data from them. I smash them with a hammer and throw them in the trash. Maybe I am an outlier but to me, trust is the key to their success.

  10. Lee Peterson Avatar
    Lee Peterson

    We recently did a study on re-sale and consumer electronics scored really high with consumers. I think this is a great idea and hopefully will put an end to the “planned obsolescence” strategies used by tech companies as well as allow more people to use the products due to affordability. Go Reebelo!

  11. Mark Self Avatar
    Mark Self

    I love the value proposition, and their timing feels right to me. In the case of refurbished computers/phones/tablets I do not know how anyone overcomes the planned obsolescence inherent in Apple/Microsoft/Google operating systems, but selling a refurbished TV? Sure!

  12. Cathy Hotka Avatar
    Cathy Hotka

    Yes, yes, yes! There is a thriving private market for used electronics via eBay and Craigslist; why not through an established commercial entity?

12 Comments
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Mark Ryski
Mark Ryski
Trusted Member
6 months ago

This offering hits all the right notes. While there are plenty of competitors including Walmart and Best Buy in the used market, Reebelo has an opportunity to outperform these incumbents because of their focus on the category. Used electronics are more of a challenge than an opportunity to Walmart and Amazon because of their focus on selling new goods. Overall, used is big and getting bigger with companies focused on the category like Reebelo. If they can effectively execute, I believe they have a chance to become very big.

4
Neil Saunders
Neil Saunders
Noble Member
6 months ago

In the U.S., resale electronics was worth around $34.3 billion last year. This includes “open box” sales from retailers like Best Buy. The market has plentiful supply as consumers upgrade from perfectly functional devices which can then be resold. As such, Reebelo is entering a large market where it can carve out some share. One of its advantages over mainstream marketplaces like eBay is the fact that it is focused on electronics. That said it will need to build its brand in a market that, while lucrative, has started to slow as the appetite for electronics wanes after three years of boom.

5
David Spear
David Spear
Member
6 months ago

Reebelo’s intense focus on the electronics category will enable it to gain share and experience significant growth in the U.S. market. I’ve purchased slightly used laptops in the past and have had outstanding experiences with the devices. Moreover, given today’s inflationary dynamics and seemingly added financial headwinds, Reebelo is positioned extremely well with consumers who have less to spend on electronics.

2
John Lietsch
John Lietsch
Member
6 months ago

Selling used items made sense long before it became known as “previously owned” or “recommerce” or the “circular economy.” This is a great move especially because of the singular focus (as Mark pointed out). However Reebelo will need to contend with the fact that it is an unknown entity selling products that can be perceived as having higher risks of failures especially when “used.” It sounds like it’s doing the right things by offering car-like certifications, guarantees and upgrades. It also needs to quickly establish a trusted brand that can compete with names like Best Buy, Walmart and Amazon. I’m not sure that the move to Silicon Valley is optimal but if you’re a funded startup in tech or tech adjacent, that’s a pretty cool place to be.

3
Rich Kizer
Rich Kizer
Member
6 months ago

New entrants into competitive markets always succumb to stress against present competitors. However when purchase reports blossom from their customers, and the proposition is seen as real, growth in trust launches in the business. Just wait for this one to hit its confidence stride here.

2
Melissa Minkow
Melissa Minkow
Member
6 months ago

This is a brilliant business. Our research shows that electronics is a very involved purchase, where consumers would want personalization and services, over other categories. So I’d recommend Reebelo develop capabilities that support the research part of the buying process.

2
Gary Sankary
Gary Sankary
Active Member
6 months ago

Reebelo is taking advantage of a growing demand for refurbished and used products. As noted, they’re entering a crowded market, just from Amazon and Walmart — Swappa, KEH, and MPB, to name just a few. The key to success in this market is reliability.

Reliable product descriptions: a clear definition of what’s “good,” “excellent,” “excellent +,” or “like new.” Consumers want to be confident about what they’re buying, sight unseen. The service also needs to be reliable about fulfillment and have a credible way for consumers to return products if required. Reebelo seems to have ticked off all the right boxes. I hope they do well. I love the business model.

2
Katie Thomas
Katie Thomas
6 months ago

It’s a good business model but for a lot of consumers, sustainability is a secondary, not primary, purchasing factor. On top of this, some consumers still balk at prior owned products. Last but certainly not least, the price needs to be right. If a consumer is buying something previously owned, they expect a discount. A lot of the complaint even around fashion resale is that the price ends up very close to the retail price of the product. This likely won’t be an overnight success.

2
Dave Bruno
Dave Bruno
Member
6 months ago

It feels like there is a lot of opportunity for Reebelo to find share. In my mind, to capitalize on that opportunity they need to raise awareness, extend their reach and, above all, build trust with consumers. Trust that the devices they buy are reliable and easily returned if not, and trust that the devices they sell will be handled as advertised and with respect for privacy. That last bit is a tall ask, but I have a box full of old phones in my house and I never recycle the hard drives of my old PCs for fear that someone will glean my data from them. I smash them with a hammer and throw them in the trash. Maybe I am an outlier but to me, trust is the key to their success.

1
Lee Peterson
Lee Peterson
Member
6 months ago

We recently did a study on re-sale and consumer electronics scored really high with consumers. I think this is a great idea and hopefully will put an end to the “planned obsolescence” strategies used by tech companies as well as allow more people to use the products due to affordability. Go Reebelo!

1
Mark Self
Mark Self
Active Member
6 months ago

I love the value proposition, and their timing feels right to me. In the case of refurbished computers/phones/tablets I do not know how anyone overcomes the planned obsolescence inherent in Apple/Microsoft/Google operating systems, but selling a refurbished TV? Sure!

0
Cathy Hotka
Cathy Hotka
Active Member
6 months ago

Yes, yes, yes! There is a thriving private market for used electronics via eBay and Craigslist; why not through an established commercial entity?

0