Breezy, the used device refurbishment and remarketing subsidiary of distributor ASBIS Group, has officially launched its operations in the Republic of South Africa. This expansion is unique in the company’s history, marking the debut of a new franchise-based growth strategy. The South African market is the first in which Breezy has entered via a franchise model rather than organic expansion.
Franchise model marks strategic shift
Up until now, Breezy’s international growth has been built on direct operations. However, the introduction of a franchise system signals a new phase in the company’s evolution. ASBC, another ASBIS Group company, has become Breezy’s official franchisee in South Africa, managing local investments and operations under the Breezy brand. This move underscores Breezy’s belief in the scalability of its business model.
Targeting high-growth African potential
Africa represents a key growth opportunity for the secondary digital device market, with increasing consumer demand for affordable technology. Breezy's entry into South Africa forms part of a broader expansion strategy that has recently included new markets across the EU and the Middle East.
Three ASBIS units share responsibilities
Operations in South Africa will be jointly handled by three ASBIS Group companies. Breezy will provide the core technology and Trade-In platform. ASBC will act as the local operational arm. ASBIS South Africa will ensure communication with retail partners and help increase affordability of Apple iPhones and other refurbished devices for end customers.
Confident in future franchise growth
ASBIS Group CEO Serhei Kostevitch views the franchise launch as a major milestone in Breezy’s maturity. Breezy’s General Manager, Andrii Kosar, emphasized the growing global interest in turnkey Trade-In solutions, particularly among electronics distributors focused on affordability and transaction value.
Market
Trade-in
Repair
Refurbishing
