Foneday expands from spare parts supplier to full-service partner for repair shops

Customer evolution over time

SecondaryMarket.news: Could you describe who your typical customer is today and how their needs have evolved since Foneday first started in 2015?

Foneday: Our customer base is broad and well‑established across the European market. Most have been active in the repair industry for many years. Their main needs revolve around high‑quality products, consistent stock availability, and advanced IT automation. Above all, they rely on the reliability of our service and product offering so they can serve their own customers effectively.

Product range development

SecondaryMarket.news: Foneday started as a supplier of mobile phone parts. How has your product range developed over time, and how do you currently balance the offer between original, high‑copy, and refurbished parts?

Foneday: We invest heavily in our products and their quality, and we are planning to invest even more in the future. Beyond that, we believe it’s essential to ensure our customers are well‑informed about the quality levels available in the market. This requires a solid structure, particularly online via our webshop, as well as comprehensive training for all sales staff. In recent years, we’ve significantly influenced the market—more wholesalers are recognising that this approach aligns with what customers truly need.
Quality isn’t just something you buy and sell—it’s about going the extra mile: knowing your source, testing it, influencing production with manufacturers, and delivering a product you stand behind. Foneday excels in this, and it’s reflected in our product performance. Once customers try our products, 97 % of them become long‑term partners. Our goal isn’t just to move boxes but to add real value to repair businesses by studying the market, building the right teams, and implementing quality‑control processes to select the best products.

One‑Stop shop experience

SecondaryMarket.news: Your platform positions itself as a one‑stop shop. What does that mean in practical terms for your customers? Could you walk us through a typical order experience from selection to delivery?

Foneday: At Foneday, customers find a wide range of parts, accessories, and tools for nearly every brand and model, everything a repair professional needs. We focus on helping our partners avoid missed sales opportunities. That’s why we offer a broad and diverse product portfolio rather than concentrating on high‑volume or high‑margin items. In our culture, profitability is about customer satisfaction. Real success is enabling partners to serve their end‑customers better, whether replacing a screen on an old Nokia or offering the latest accessories.
We also offer NovaNL, our own brand of premium accessories designed to deliver high quality at competitive prices. Recently, we launched Repender: a complete solution including a POS system, a web shop pricing plugin, and CRM tools. Repender automates repair appointments, customer communications, part orders from our web shop, and more. Our one‑stop shop approach supports partners from A to Z in mobile parts, accessories, and software solutions.

Geographic reach & strategy

SecondaryMarket.news: Foneday is now active in more than 14 countries. Which markets are you strongest in, and what strategies have helped you succeed there? Are there regional differences in customer expectations and are there countries you plan to expand into next?

Foneday: We are active in 14+ European countries. In most markets, we have dedicated account managers who speak the local language and understand the culture, allowing us to tailor our services effectively. Our strength at the core is the Dutch market. But in terms of revenue, we’re larger in Germany, Italy, and Denmark.
We believe success in the Dutch market, where competition and supplier options are abundant, is a strong indicator of pan‑European potential. Our biggest growth comes through word of mouth. We work from the inside out, improving daily as a team, enhancing product quality, and strengthening our offering. Satisfied customers share their experiences, enabling us to reach more clients across Europe.

Logistics for next‑day delivery

SecondaryMarket.news: You offer one‑day delivery. What infrastructure or partnerships are in place to guarantee this fast service across so many different countries?

Foneday: Fast delivery is crucial. Customers rely on speed to serve their own clients. For international shipments outside the Netherlands, we offer various UPS services (Standard, Express Saver, Express), and DHL Express. High UPS shipping volumes afford us competitive rates, enabling low‑cost or free shipping options. Orders placed before 19:30 CET are processed the same day and handed to UPS. Our next‑day delivery success rate with UPS is 98 %, based on UPS performance data. Of course, actual delivery times depend on service level. Our logistics team works proactively to manage all controllable factors and ensure the best delivery performance.

Competitive Advantage

SecondaryMarket.news: What makes Foneday different from other parts distributors that also cater to mobile repair shops? Is it pricing, product range, service, technology, or something else that gives you an edge?

Foneday: We entered a market already full of wholesalers. Yet our rapid growth stems from one thing: focus on the customer. From the start, we asked: what would we expect if we were the customer? Product quality, ordering experience, after‑sales—everything is shaped by that. This mindset sets us apart. We see more wholesalers adopting it too, which is positive for the industry and repair shops. There’s no single key factor: price, range, service, and technology all matter. We continuously improve across these areas to deliver maximum value.

Commitment to sustainability

SecondaryMarket.news: Let’s talk about sustainability. You say it's central to Foneday’s mission. Can you give specific examples of how your operations or sourcing practices support a greener repair ecosystem?

Foneday: Sustainability is core to our industry, as we help reduce electronic waste by enabling repairs instead of replacements. Since the beginning, Foneday chose eco‑friendly, plastic‑free packaging made from sustainable paper. This commitment extends to logistics processes and the construction of our new, fully‑sustainable company building. While the repair industry inherently contributes to sustainability, we stands out by consistently asking: what’s the most sustainable solution? Every choice is guided by this principle.

SecondaryMarket.news: Foneday's motto is “Achieving more together.” How do you bring that philosophy into day‑to‑day collaboration with your customers and internally with your own team?

Foneday: Everything comes down to philosophy and culture. Our motto reflects our commitment to creating win‑win situations internally and externally. True success is built through collaboration—working together toward shared goals and mutually beneficial solutions. This mindset is embedded in our DNA and forms the foundation of our company culture.

Launching Repender

SecondaryMarket.news: You’ve recently launched Repender in the Netherlands, a new CRM tool for repair shops. What gap in the market were you trying to fill, and how does this tool support your customers’ businesses?

Foneday: We are proud to professionalise the repair sector. For years, we saw a clear need for a system where customers book a repair as easily as reserving a table. By appointment time, parts are delivered, and the technician gets started immediately, all information in one system. Repender includes POS, CRM, device models, and synced repair services and pricing on the web shop so shops don't need constant manual updates.
We didn’t rush to launch; building a strong, long‑term platform took time and a robust IT foundation. The Repender idea had been on our minds for several years. When Ken later came up with the same concept and started working on it in his spare time, we decided to take the initiative seriously. This was partly because we now have a strong IT team, and because Ken has the right background: he’s a software developer and was the owner of a repair company for many years.

SecondaryMarket.news: How does Repender improve the operational efficiency of repair stores, and what feedback have you received from early users in the Netherlands? Will you expand Repender into other countries as well?

Foneday: Repender simplifies operations: online booking, stock check, calendar availability, parts‑on‑order logic, invoicing, POS integration, admin and margin tracking. One highlight is auto‑maintenance of web shops, new devices, services, and prices are updated as they launch. This ensures shops never miss repair opportunities.
By bringing structure and smart planning into repair operators’ workflows, Repender boosts professionalism and efficiency.

Future of repair business

SecondaryMarket.news: From a broader industry perspective, how do you see the mobile repair business evolving in the next three to five years, particularly in Europe?

Foneday: Our industry is entering a maturity phase. Consumers will become more aware of varying quality levels. Repair shops focused on quality and care will grow; others will lose market share. Refurbished‑device providers will capture a chunk of repair volume, but many consumers will choose repairs or high‑quality refurbished phones as new models offer limited new value.
Foneday aims to be best at delivering parts, accessories, and smart software solutions. Greater transparency and clear options, original or aftermarket, are positive for the whole industry.

SecondaryMarket.news: With the rise of right‑to‑repair legislation in Europe, what changes have you noticed in customer demand or sourcing strategies?Foneday: The legislation has positively influenced smartphone brands, prompting them to make original parts available to repair shops and consumers. This boosts confidence in the industry, encouraging investment in high‑quality OEM and aftermarket parts, and promoting market transparency. When customers pay over €1 000, they should have the right to choose how their device is repaired—including original parts. The Right‑to‑Repair movement has made significant progress in Europe through lobbying and industry collaboration.

Employee‑led Innovation

SecondaryMarket.news: Foneday’s company culture emphasizes innovation and ownership. Can you share an example of an employee‑initiated idea that led to a new product, service, or improvement?

Foneday: We foster an open culture where ideas from all departments are welcome. One example is Repender: the idea circulated, but when Ken began working on it in his spare time, it gained momentum. We recognized its potential and made it an official company initiative, with Ken now working on it full‑time.

SecondaryMarket.news: What are the biggest challenges you currently face as a fast‑growing B2B supplier in the mobile repair space, and how are you addressing them?

Foneday: Quality over quantity is our priority. We want to support every customer with the same care we offered when we had only 100. This requires full commitment across the company. Logistics is a major challenge: as we grow, we need to process orders with the same precision and speed. Things are going well so far, thanks to our team’s focus. Moving forward, we plan a much larger, more automated logistics center.

Five‑Year Vision

SecondaryMarket.news: Looking ahead, what is your vision for Foneday over the next five years? Will you remain focused on parts and accessories, or are we seeing the beginning of a wider digital platform for repair businesses?

Foneday: We’re grateful for our journey serving over 6 000 customers across Europe, either as main or backup supplier. Their trust is our top priority. Our mission is to continue supporting them through daily investment in quality, service, and IT solutions. We’ll stay focused on our core industry, setting ourselves apart through value, not through unrelated product expansion. We aim to be a true one‑stop shop, delivering everything repair businesses need. Over the next five years, we plan to expand our European market share, deliver more value, and meaningfully shape our industry’s future.