NorthLadder, a fast-growing trade-in technology platform, is making its entry into Europe. With a proven track record of success in the Middle East, the company positions itself as a technological disruptor in the used electronics market. NorthLadder claims it can significantly enhance telco trade-in attach rates, often under 5% in Europe, to well over 25%. By connecting telecom operators to multiple last-mile buyers, the platform promises higher trade-in values and streamlined operations. The resulting higher residual value will encourage consumers to trade in devices.
Proven success in the Middle East
NorthLadder’s approach has already achieved notable success in the Middle East, consistently offering higher trade-in values than its competitors. By leveraging a network of verified buyers and a sophisticated technological platform, the company has positioned itself as a leader in the region’s circular economy. Recent data provided by NorthLadder reveals that its average Apple trade-in value is 45% higher than the US benchmark, with Android trade-ins showing an even more impressive 90% higher value. Building on this success, NorthLadder is expanding into Europe, bringing its expertise to a market ripe for much needed transformation.
The acquisition of Renewd
In a move that underscores its commitment to the European market, NorthLadder opens a new head office in the “Tree House” in Utrecht. This symbolizes a new chapter for both NorthLadder and their recently acquired brand Renewd, a Dutch reseller of certified pre-owned devices. The new offices reflect their shared commitment to sustainability and environmental responsibility.
Integration of Renewd’s leadership team
NorthLadder’s acquisition has also brought key talent into the fold. Joost Wijermars leads the company’s European operations as managing director. In May 2023 Wijermars joined from Dutch operator VodafoneZiggo where he served for 4 years as director B2B Products. Previously he also worked for close to 6 years as director sales & distribution for largest mobile network in the Netherlands KPN. Wijermars is an experienced professional with a strong background in telecommunications and a focus on customer-centric, technology-driven solutions. Bram Wingens, founder of Renewd, now serves as NorthLadder’s Vice President of Commercial.
Driving the circular economy
NorthLadder’s expansion aligns with its mission to promote circularity and sustainable practices. The company’s integration of Renewd is expected to boost sales of both new and pre-owned devices while providing European partners with a robust trade-in solution. CEO Sandeep Shetty emphasized the significance of this development, calling it “a new chapter in building strong, closed-loop solutions for Europe’s circular economy.” By leveraging Renewd’s expertise, NorthLadder aims to strengthen its B2C and B2B offerings across Europe.
Technological disruption in trade-ins
At its core, NorthLadder is redefining the trade-in process with its advanced technology platform. By connecting telcos to a wide network of last-mile buyers, the company ensures competitive trade-in values and efficient logistics. This approach not only benefits consumers but also helps telecom operators increase their trade-in attach rates, a critical metric in customer retention and device lifecycle management.
Conclusion
As NorthLadder enters Europe, it brings a proven model for success and a commitment to sustainability. In 2025, the company will revolutionize the trade-in market for telecom operators, retailers, and consumers alike, through strategic partnerships, acquisitions, and technological innovation. With a strong foundation built in the Middle East, NorthLadder is well-positioned to make a significant impact in Europe’s circular economy.
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Trade-in
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