Exclusive: leading the circular revolution with Loopefy

SecondaryMarket.news: Your journey in the industry is quite remarkable; could you provide our readers with a detailed overview of your professional history and the specific milestones that shaped the company into its current form today please?

Sameer Sikander: My career in the secondary electronics market has been shaped by repeatedly building, scaling, and fixing businesses in markets where structure, trust, or infrastructure were incomplete.

Life has a way of taking us down unexpected paths. I found myself landing as a greenfield specialist, building operations from scratch in underdeveloped and fragmented markets long before I entered the secondary electronics space. This included building and scaling restaurants for a QSR brand, followed by establishing retail networks for telecom carriers across South Asia, and launching country offices for a multinational across multiple geographies. These roles required building supply chains, standardizing operations, managing last-mile execution, and working within regulatory environments that were often unclear or evolving. That experience later translated directly into the secondary market: building supplier networks where none existed, defining operational standards and processes from first principles, and establishing compliant cross-border logistics.

As those foundations proved scalable, I moved into larger and more complex markets, where volume, regulation, and capital discipline matter more than improvisation. This phase required shifting from entrepreneurial execution to repeatable systems, standardized processes, risk controls, partner governance, and predictable unit economics across multiple geographies.

A recurring theme throughout has been acting as a fixer. I have often been brought into situations where demand existed, but operational control did not, or where value was trapped due to poor structure or misaligned incentives. The focus in these cases was stabilization before growth: simplifying models, restoring partner confidence, and rebuilding from an operational core outward.

The company’s current form reflects the combination of these experiences: building from zero, scaling responsibly, and correcting structural failures. The result is a deliberately execution-led model focused on controllable quality, transparent processes, exceptional service delivery, and long-term viability in the secondary market rather than short-term arbitrage.

SecondaryMarket.news: Could you elaborate on how your partnerships are crucial for your ongoing business operations and your broader strategic goals within the market currently?

Sameer Sikander: In the secondary market, consistency matters more than individual counterparties. From the outset, our focus has been on building a diversified and disciplined supplier network rather than dependence on any single relationship.

These partnerships have been fundamental not only to our growth, but to our ability to deliver predictably for our channel partners, in terms of quality, volumes, and timelines. In an industry many partners initially approached with caution, reliability over time was what shifted perception. Meeting specifications repeatedly, honoring commercial commitments, and maintaining transparency in grading and compliance-built confidence far more effectively than scale alone. Strategically, this approach reduces concentration risk while strengthening trust across the ecosystem. It allows us to support our partners’ planning cycles, manage volatility in supply, and adapt as regulatory and market conditions evolve. Over time, that operational credibility has become a competitive advantage, enabling deeper relationships, longer-term contracts, and a more resilient position in the market.

SecondaryMarket.news: You recently underwent a major rebranding and changed your company’s name to Loopefy; what were the core reasons behind this strategic shift, and what does this new identity represent for your future corporate vision exactly?

Sameer Sikander: We began as an extension of Moorup Australia, initiated by the same shareholders who wanted to expand into Europe. Over time, we realized both entities operated independently with limited synergies. We amicably parted on the IP and created Loopefy.

Loopefy is positioning itself as a custodian of the end-to-end value chain within the secondary electronics ecosystem, directly controlling selected core processes while working with valued partners across others. This balance will continue to evolve as we scale and we’re open to strategic partnerships that align with our long-term vision. This shift has strengthened partner confidence, turning initial caution into trust and aligns with our broader vision for long-term viability in the circular economy.

SecondaryMarket.news: Given the name Loopefy, sustainability clearly plays a vital role in your strategy; how does your circular economy approach differentiate you from competitors and add long-term value for your partners and the environment right now?

Sameer Sikander: We find ourselves fortunate to operate in a space where commercial viability aligns naturally with sustainability. The core of our business is about extending product lifecycles, because that’s both economically sound and environmentally beneficial. Sustainability, in our case, is a very convenient byproduct of doing business the right way, focusing on efficiency, quality, and longevity. In other words, we don’t just pursue sustainability; it’s the positive outcome of a business model that works for partners, customers, and the industry.

SecondaryMarket.news: Your framework involves 'Three engines, one scalable ecosystem'; could you describe this concept in more detail and explain how these components interact to drive growth and operational efficiency within your secondary market platform today?

Sameer Sikander: Our framework is built on three interconnected engines. First, we operate as a regional distributor, managing sourcing, grading, and distribution across multiple markets with operational control. Second, we are scaling an online platform, Hulii, which will allow us to directly engage consumers, balancing B2B and B2C strategies. Third, our go-to-market strategy is evolving to integrate these, ensuring that our ecosystem is scalable. Together, these components drive growth by leveraging distribution scale while building a direct channel to marketing. All enhancing efficiency and trust in the secondary market. Ultimately, this foundation also positions us to expand into the enterprise and SME channel, which remains largely untapped in the region, offering a new avenue for growth and deeper market penetration.

SecondaryMarket.news: While you are currently recognized as a dominant Nordic player based out of Norway, do you have concrete plans to expand your footprint beyond Scandinavia and penetrate other international markets to establish a more significant global presence very soon?

Sameer Sikander: While we’re recognized in the Nordics, we believe expansion must be grounded in focus. We are prioritizing growing our team, ensuring financial discipline, and managing priorities. Startups often lose focus by trying to do too much at once. Right now, we’re cementing our position in key channels and markets before expanding globally. That said, with our scalable model, the time is not far where we initiate plans for targeted international expansion, balancing ambition with execution discipline.

SecondaryMarket.news: What do you perceive as the biggest challenges currently facing the secondary electronics market, and how is your platform uniquely positioned to overcome these hurdles while maintaining high standards for quality and consumer trust globally?

Sameer Sikander: The biggest challenge in the secondary electronics market is ensuring consistent quality and trust at scale, particularly when supply chains vary and abrupt regulatory shifts can occur. Planning for new legislative requirements is challenging, but we mitigate this by controlling key aspects like sourcing, grading, and compliance, either directly or through governed partners. By embedding discipline in these processes, we maintain global trust and quality. This allows us to adapt to changing regulations while continuing to deliver consistent results.

SecondaryMarket.news: Looking ahead to the next five years, where do you see Loopefy positioned within the industry, and what are the primary milestones you hope to achieve to ensure continued success and innovation for your company?

Sameer Sikander: In five years, we envision Loopefy as a leading regional distributor with Hulii driving our online presence, covering both consumer and SME channels. Key milestones will include scaling Hulii’s market reach, entering select international markets, and expanding deeper into the SME space. Alongside this, we aim to further cement control over more touchpoints in the value chain, whether sourcing, VAS, or repair. To ensure success, we’ll maintain financial discipline, operational excellence, and innovation, all while ensuring quality and trust as we grow.

SecondaryMarket.news: Telecom veteran Bashar Nejdawi recently joined your company as chairman; why were you so eager to get him on board, and what specific expertise do you expect him to bring to your leadership board now?

Sameer Sikander:  We were eager to bring Bashar Nejdawi on board because he’s a respected industry veteran with decades of leadership in telecom and technology. Given the growth phase we’re entering, it made sense to add someone of his stature to strengthen our leadership. His experience in scaling businesses, navigating partnerships, and building credibility aligns with our trajectory. We expect him to bring strategic insight, help foster trust with key partners, and guide us as we scale responsibly.

Switching to Bashar Nejdawi.

SecondaryMarket.news: You have spent years working with global industry giants, so what specific qualities or innovative strategies within the Loopefy business model convinced you to step into the role of chairman for this growing Nordic organization?

Bashar Nejdawi: Loopefy’s model is compelling because it focuses on delivering refurbished devices via trusted retail channels. In particular, the direct-to-consumer approach in the Nordics stood out. It offers the shortest path to understanding consumer needs, channel dynamics, and allows us to directly shape both market and business outcomes.

SecondaryMarket.news: In your capacity as chairman, what specific strategic frameworks or operational improvements do you intend to implement at Loopefy to ensure their long-term growth remains both sustainable and profitable in today’s highly competitive global market?

Bashar Nejdawi: I'll work closely with Sameer and the engaged board to implement strategic frameworks. These will focus on business investments, direct-to-consumer channel growth, and retail development. Long-term sustainable growth will hinge on balancing profitability amid market fluctuations while investing in technology that enables efficient delivery into both D2C and retail channels.

SecondaryMarket.news: Your reputation is built on a massive professional network; how do you plan to leverage these global connections to benefit Loopefy specifically, and which sectors do you believe are most ripe for immediate collaborative expansion?

Bashar Nejdawi: Global networks are most valuable when mutual benefit exists. Naturally, relationships align on that basis. For Loopefy, I plan to leverage these connections to unlock opportunities across investment, supply, and repair, where aligned partners, current and new, can contribute to Loopefy’s evolving ecosystem. These areas have shown strong synergies, offering immediate collaborative potential.

SecondaryMarket.news: Following the theme of expansion, will you be able to bring further synergies to Loopefy through your existing partnerships, and how do you envision these alliances strengthening the company’s position within the circular economy ecosystem?

Bashar Nejdawi: Purposeful, clear expansion naturally fosters synergies with both existing and new partners. These alliances will deepen Loopefy’s penetration into the circular economy by ensuring reliable supply and delivery. Quality will follow naturally, as trusted partners and consumers reward performance. Ultimately, these partnerships will reinforce Loopefy’s credibility, reputation, and performance. All key factors in market positioning.

SecondaryMarket.news: Balancing several high-profile board positions is a significant undertaking; what does your current portfolio look like, and as you guide Loopefy forward, what new challenges or professional goals are currently on your immediate horizon today?

Bashar Nejdawi: Working alongside trusted professionals makes balancing multiple board roles both manageable and rewarding. My focus spans sectors where technology drives market evolution, healthcare, automation and robotics, enterprise mobility, the circular economy, and autonomous driving. I’m particularly interested in how AI, hardware, and software intersect with business models. For Loopefy, this isn’t a challenge: it's a growth opportunity, and I remain fully committed to those I work with.