Bamboo Connect has appointed Sylvia Johnson as European Operations and Business Development Director, effective January 6, 2026, marking a strategic step in the company’s European growth ambitions. Johnson is expected to play a central role in scaling operational capacity, deepening commercial partnerships, and aligning business development with the accelerating demands of the circular electronics economy.
Reinforcing European momentum
The appointment comes as Bamboo Connect continues to expand its footprint across Europe, responding to increasing volumes of returned, insured, and end of life devices entering secondary channels. As regulatory scrutiny and sustainability targets intensify across the region, the company is positioning its operations to support higher throughput, consistent device grading, and traceable lifecycle management at scale.
Evolution of the Bamboo model
Founded in 2009 as Bamboo Distribution and headquartered in Waltham Abbey, the business rebranded as Bamboo Connect in 2025 to reflect its transition into a technology led fulfilment partner. Today, the company delivers recovery, refurbishment, and recycling services for electronic devices, supporting insurers and global brands with integrated lifecycle solutions designed to reduce waste and extend device utility.
Circular economy positioning
Bamboo Connect’s services sit at the intersection of sustainability compliance and commercial efficiency, an increasingly critical balance within the secondary mobile market. By enabling structured trade in flows, refurbishment pathways, and responsible recycling, the company supports measurable circular economy outcomes while helping partners manage cost, risk, and customer experience across device portfolios.
Deep logistics expertise
Sylvia Johnson brings more than a decade of senior operational leadership from her thirteen year tenure as managing director at Arvato, a global logistics and fulfilment specialist. There, she led a workforce of more than 170 employees across Greece and Cyprus, overseeing complex supply chain operations, transport management, and digitally enabled fulfilment services for international clients operating at scale.
Technology and insurance alignment
Her subsequent role as director of operations at Servify adds further relevance as insurance led device flows become a defining feature of the secondary electronics ecosystem. Experience spanning logistics, technology platforms, and customer centric service models positions Johnson to identify growth opportunities across insurtech and fintech adjacencies, where efficient recovery and redeployment of devices is becoming strategically essential.
Bamboo on the appointment
Commenting on the appointment, Juney Mistiki, CEO of Bamboo Connect, said: “I’m really excited to welcome Sylvia to Bamboo Connect as our first recruit of 2026. As European Operations & Business Development Director, she will be instrumental in creating new opportunities and leveraging her deep expertise in fulfilment, logistics, distribution, and people management to build strong partnerships across Europe.”
Market
Trade-in
Repair
Refurbishing
