French refurbisher Reborn, based in Carros, near Nice, is rapidly establishing itself as a large player in the French secondary market. Founded in 2017 and rooted in the legacy of DPA Europe (based in Monaco), a family business dating back to 1976, Reborn initially distributed car radios and auto equipment. The company quickly pivoted to meet the rising demand for a circular economy, with a focus on smartphone reconditioning.
Reborn’s refurbishment process
The refurbishment process at Reborn is thorough. Each smartphone undergoes a complete data wipe using encrypted technology to ensure privacy. The devices, primarily Apple iPhones and Samsung Galaxy models sourced from the U.S. and Europe, are inspected to eliminate stolen or carrier-blocked phones. After this, the devices are tested. CEO Roger-David Lellouche highlights the continued importance of human expertise alongside cutting-edge software. Batteries with less than 80% capacity are replaced, and only original parts or high copy components are used. Smartphones are then graded based on their cosmetic condition—"Grade A" for flawless devices and "Grade B" for those with minor imperfections. Reborn ensures each phone is packaged with a new USB cable and sometimes a protective case.
Strategic distribution partnerships
Reborn’s refurbished devices are sold through diverse channels, including major telecom operators like Orange, retail giants such as Fnac Darty, and online platforms. According to Lellouche, one in five smartphones sold today is secondhand.
Phoenix 2026: Reborn’s future
The company has ambitious plans to expand its operations. The company is investing € 15 million to double its Carros facility to 15,000 square meters by 2025. The expansion, part of the "Phoenix 2026" project, aims to increase Reborn’s capacity to process 1.5 million devices annually and create 200 new jobs. The company also plans to diversify its product range, adding tablets, smartwatches, wireless earbuds, and potentially gaming consoles to its portfolio.
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