Back Market has launched an exclusive partnership with French operator Bouygues Telecom, marking the first time a marketplace offers refurbished smartphones in-store alongside new devices. The devices are subsidized at the same level as new models, making circular technology more accessible to mainstream consumers. In October Back Market opened a pop-up store in New York.
Bringing circular tech to the mainstream in France
The partnership aims to normalize refurbished devices by making them visible, simple, and affordable in physical retail spaces. For consumers, this provides the convenience of browsing a wide range of used devices while accessing the reassurance of in-store support. Almost half of French consumers have previously purchased a refurbished or used smartphone. Concerns about reliability and credibility have limited broader adoption, but this collaboration with a trusted operator is intended to alleviate such hesitations and make refurbished options more appealing.
Broad selection across major brands
More than 2,000 devices from leading smartphone brands are now available across 500 Bouygues Telecom locations in France, covering 400 cities. Sales advisors are trained to guide customers through the selection and purchase process, offering a trusted experience comparable to buying new.
Environmental benefits and sustainability
Device production accounts for nearly 80% of a smartphone’s total carbon footprint. By promoting reuse, the partnership reduces emissions and supports the circular economy. This aligns with younger consumers’ sustainability priorities, encouraging them to trade in older Apple iPhone models and extend device lifecycles.
Hybrid model combines digital and retail
The initiative bridges online and offline sales, leveraging Back Market’s digital expertise and Bouygues Telecom’s physical presence. Customers gain affordability and convenience, while the operator strengthens its competitive offering by embedding refurbished devices into mobile plans for both individuals and businesses.
Potential for European expansion
Back Market has previously explored refurbished phone rental models through other French operators. The Bouygues Telecom rollout demonstrates a scalable framework for telecom operators across Europe to incorporate circular technology, promoting sustainability and consumer trust simultaneously.
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