Genuine Solutions evolves from smart accessory distributor to circular economy leader

SecondaryMarket.news: You told me that the company’s founder, Christian McBride, launched the business in 2005 from his home with a vision to revolutionize how companies source technology. How has that initial principle, “The smarter way to buy accessories,” evolved and deepened into your current purpose driven mission to eliminate technology waste and lead the circular economy?

Christian McBride’s founding principle of helping companies buy smarter has evolved into a full circular economy model that eliminates waste and extends the life of technology. What began as an ambition to be the largest distributor of original accessories with service at the core has become a purpose-driven business focused on recovering, reusing, and redistributing technology responsibly.

Since 2005, Genuine Solutions has recovered and redistributed over 90 million tech products, preventing thousands of tonnes of electronic waste from ending up in landfill. The company now operates under the Revolvex Group’s mission of “People. Planet. Progress.” embedding sustainability and responsibility into every brand within the group.

The focus has shifted from being the best distributor to becoming an expert in end-to-end product lifecycle management, aligning commercial success with environmental and social value. This approach ensures that products such as Apple iPhones and their accessories are managed responsibly throughout their entire lifecycle.

SecondaryMarket.news: Can you explain the strategic rationale behind the significant corporate restructure and rebrand? What was the ultimate goal of merging into a single, unified brand to facilitate a 'planet first' approach?

Over the past twenty years of business operations, the group structure had become increasingly complex and difficult to understand from the outside. Following the acquisition of Relove Technology and a management buy-out in 2022, Revolvex Group began a process of simplification and realignment of its business activities.

The restructuring brought together multiple entities under two trading brands, Genuine Solutions Distribution and Relove Technology. Both are purpose-driven businesses with distinct identities, united under the Revolvex Group to deliver circular and sustainable solutions to the market.

Genuine Solutions Distribution is recognised as a trusted partner for the ranging and distribution of original mobile accessories, recovered graded products, and a curated selection of responsibly branded items. Its services extend to B2B clients, eCommerce platforms, retailers, and wholesalers across the world.

Relove Technology provides value-added solutions specialising in end-to-end, fully compliant technology recovery, reuse, and recycling services. Its transparent and responsible approach ensures integrity within the secondary marketplace, managing products such as Apple iPhones throughout their entire lifecycle.

SecondaryMarket.news: Having recovered and redistributed over 90 million products since 2005, and with a goal to reach 100 million, what is the biggest operational or logistical challenge you face in maintaining a rigorous, zero to landfill circular economy model for mobile technology?

Every product, new or used, is subject to rigorous compliance testing to confirm it meets required standards. Each device and accessory receives graded testing, serialised tracking, and data-verified processing to maintain quality and provenance, including items such as Apple iPhone devices.

Volume surges during Q4 place pressure on inbound and outbound logistics and require advanced coordination across the network to keep throughput and quality consistent.

The business mitigates risk through ISO 14001 environmental management systems, documented audit trails, and long-term partnerships with suppliers, recyclers, and repairers. These measures support the objective that 100% of materials are recovered, reused, or responsibly recycled.

SecondaryMarket.news: You hold a B Corp certification with an impressive score of 89.3. How does this rigorous accreditation and the company's commitment to social and environmental performance directly influence your daily business decisions and guide your strategic partnerships?

In 2025 Revolvex Group, Genuine Solutions Distribution and Relove Technology achieved a recertified score of 115.4, up from 89.3. This improvement places the group among the top certified B Corps in the UK tech sector and reflects progress across social and environmental measures.

B Corp certification means business decisions are evaluated for social and environmental impact as well as commercial outcomes. This applies to product handling and lifecycle decisions for items such as Apple iPhone devices and their accessories.

The B Corp framework informs supply chain management, partner onboarding, energy resource management, and people policies. Documented procedures and performance metrics ensure these areas are regularly reviewed against the certification standards.

The group prioritises partnerships with organisations that share its values, favouring long term, impact-driven collaboration over short term profit. This approach supports sustained improvements in sustainability and responsible business practices.

SecondaryMarket.news: How does achieving the prestigious Investors in People Platinum status, which places you in the top 1% of UK employers, translate into tangible benefits for your customers and partners? Can you describe how a highly engaged and supported workforce leads to a better service experience?

IIP accreditation has been a 10 year journey in the making for us and in January 2024, we were reassessed by IIP and awarded Platinum accreditation, the highest possible accreditation. Our overall score was 814 compared to the “We Invest In People” average of 731 and 722 in our industry sector. Only 7% of the 50,000 businesses assessed by IIP achieve this level of accreditation.

Investors in People Platinum status is awarded through evidence gathering, looking for a culture of collaboration, engagement and strive for excellence within our entire team which directly benefits our customers.

SecondaryMarket.news: Your business model strategically distributes both new products from manufacturers and high-quality recovered stock. How do you balance these two distinct product streams, and what makes this dual sourcing model a resilient and profitable strategy for long term growth?

The dual model combines innovation with sustainability. New product distribution from leading global brands such as Ugreen and Hune drives both volume and market relevance. At the same time, recovered and refurbished stock strengthens the circular economy, reducing environmental impact and enhancing margin resilience. This balanced approach mitigates supply chain risks, supports flexible pricing, and enables Genuine Solutions to serve both premium retail and value-driven reuse markets profitably, while delivering circular solutions to customers and suppliers alike.

SecondaryMarket.news: Genuine Solutions serves over 800 customers. How does your data driven range planning go beyond simple logistics to help brands like Ugreen curate a profitable product mix? How does this process help them improve sell through and reduce excess inventory?

Range planning at Genuine Solutions is driven by real-time data and advanced category analytics. The company applies sell-through metrics, channel forecasting, and price elasticity modelling to optimise every SKU for each market. This approach has improved product mix accuracy and reduces aged stock by more than 20% within six months. It also helps brands make evidence-based decisions that enhance profitability while cutting environmental waste from unsold inventory.

SecondaryMarket.news: Can you provide a specific, real-world example of how your dedicated, bilingual account managers go beyond basic order fulfilment to provide bespoke, unique value for a client? How do these relationships serve as a core competitive differentiator for your business?

Over the years, we have expanded into multiple marketplaces, with bilingual account managers playing a crucial role in our success, and the examples are too numerous to list. Many customers appreciate direct human contact rather than just email or WhatsApp, and when that conversation occurs in their native language, the potential to build rapport is significantly higher. This fosters long-term business relationships and even personal friendships. Our account managers serve as strategic market enablers rather than mere sales contacts, providing cultural fluency and on-the-ground support that larger distributors often lack.

SecondaryMarket.news: You offer a Delivered Duty Paid (DDP) service for all EU orders. Can you elaborate on how this service simplifies the complex landscape of international logistics for your partners? How does it offer a significant competitive advantage over other distributors?

The DDP model eliminates post-Brexit complexity for EU partners by managing all customs, VAT, and shipping compliance. This guarantees that customers encounter no hidden import costs, no delays, and full transparency in landed pricing. Orders are consolidated and dispatched from our UK distribution centre to the Netherlands, from where they are forwarded to their respective destinations across Europe, providing seamless access to all EU markets.

SecondaryMarket.news: Your company has secured partnerships with brands like Hune and Ugreen, who have publicly praised your values. What specific qualities or shared values do you look for in a brand partner, and how do those mutual commitments strengthen the working relationship?

We prioritise partnerships with brands that share our principles of innovation, responsibility, and transparency. Partners such as Hune and Ugreen align with our B Corp and ISO standards, incorporating ethical sourcing, sustainable packaging, and fair labour practices. These shared commitments foster trust and long-term collaboration, enabling joint marketing programmes and co-branded sustainability campaigns that enhance brand equity for both parties.

SecondaryMarket.news: How do your various ISO certifications for quality management (9001), environmental responsibility (14001), and information security (27001) provide concrete assurances to your brand partners? How do they reduce risk and build trust in your operational processes?

Our triple ISO certification framework supports every operational process. ISO 9001 guarantees consistent quality and continuous improvement, while ISO 14001 confirms the effectiveness of our environmental impact controls, including waste, emissions, and energy use. ISO 27001 ensures data integrity across all systems and client transactions. Together, these certifications offer measurable assurance to partners and customers that their products, data, and brand reputation are fully protected and managed to global standards by a responsible, committed business.

SecondaryMarket.news: What is the next major milestone Genuine Solutions is targeting, both in terms of your circular economy model and overall business growth? What specific part of your recovery and redistribution service do you hope to expand most in the future?

Our next major milestone is less about headline numbers and more about becoming a recognised distributor of choice that truly values partner brands. We aim to help these brands break through and support their growth in a crowded marketplace, while ensuring our customers can rely on our commitment to offering the best quality product portfolio across different price points, without compromising on quality or service. By achieving this, we will grow sustainably and be well-positioned to celebrate our 20th anniversary.

SecondaryMarket.news: In a fiercely competitive market, your company's mission extends far beyond product distribution. What would you say is Genuine Solutions' single greatest competitive differentiator that elevates you from a transactional supplier to a true strategic partner for your clients?

Our single greatest differentiator is purpose-led performance and service, combining data intelligence, sustainability, and human partnership to deliver value beyond price. Customers trust us for our unwavering commitment to quality, service, and compliance, while partners value our dedication to long-term relationships that support profitable and responsible growth. Our circular economy credentials, B Corp accreditation, IIP Platinum status, and ISO-certified systems create a comprehensive assurance framework that few competitors can match. This combination of commercial strength and ethical leadership transforms us from a traditional distributor into a strategic, long-term growth partner, striving to be the distributor of choice.