Nuboxed appoints telecom veteran Tom Shortland to lead European expansion

SecondaryMarket.news asked Tom Shortland to comment on his appointment.

SecondaryMarket.news: What initially attracted you to Nuboxed and its potential in the secondary device market?

Tom Shortland: From the very first conversation I had with the partners at Nuboxed, I recognised this business’s potential to reshape the secondary device market. Nuboxed may still be young, but it is built on remarkably strong foundations, combining technology, operations, and sustainability in a way the industry has needed for some time. The team’s commitment to integrating innovation with environmental responsibility immediately stood out to me and convinced me this was the right organisation to join.

SecondaryMarket.news: What is your role as CEO of Nuboxed in the UK and Europe?

Tom Shortland: I’ve joined Nuboxed as CEO of the UK entity to drive growth in the UK market and support sales expansion across Europe. My focus is on building a business that delivers not only scale, but consistency, trust, and measurable value to our partners. In practical terms, this means ensuring our operations, technology, and ESG initiatives align seamlessly to deliver tangible benefits across all stages of the secondary device lifecycle.

SecondaryMarket.news: How is Nuboxed investing in refurbishment infrastructure to improve efficiency and sustainability?

Tom Shortland: At Nuboxed, we have invested heavily in our own refurbishment infrastructure. We operate a purpose-built factory in Dubai and are opening a second in the Netherlands, with additional locations in the pipeline. The idea is simple: bring high-quality, affordable refurbished devices closer to the market, avoiding unnecessary environmental and logistical impacts from long-distance shipping. Our facilities are equipped with state-of-the-art automation designed to reduce manual workload and deliver highly consistent results, so partners can rely on us to meet requirements on time and at scale.

SecondaryMarket.news: What makes Faraday AI innovative for device testing and grading in the industry?

Tom Shortland: On the technology side, we’ve developed Faraday AI, an AI-driven robotics platform for device testing and grading. Faraday democratises robotics in the secondary device industry, making high-throughput, high-consistency automation accessible at both warehouse and retail trade-in environments. By integrating AI-based grading models with automated diagnostics, Faraday enables partners to process more devices per hour with greater accuracy and reliability than traditional manual methods. Commercially, partners often see benefits within just three months of adoption.

SecondaryMarket.news: How does Faraday AI support sustainability and ESG objectives?

Tom Shortland: Faraday AI embeds a comprehensive ESG Engine that provides per-device CO₂e-avoided calculations, tracks reuse cycles, classifies refurbishment types, and supports carbon credit monetisation. This delivers two layers of value: enhanced margins through the sale of ESG-certified stock, and financial returns generated from carbon credits themselves. It also brings transparency and accountability increasingly demanded across the global device supply chain. Partners gain measurable environmental impact data alongside traditional operational benefits.

SecondaryMarket.news: How is Nuboxed positioning itself for the future circular economy?

Tom Shortland: Nuboxed is building for a future where quality, automation, and environmental reporting are core expectations, not optional add-ons. We aim to set a new benchmark in the secondary device market by combining scalable refurbishment, AI-powered diagnostics, and ESG accountability. I am excited to lead the UK operations and support European growth, scaling this vision and bringing genuine, measurable change to the market. Our goal is to make high-quality refurbished devices accessible, environmentally responsible, and commercially beneficial for all partners.