French Reborn opens its doors to the future of refurbished smartphones

From car radios to smartphones

Reborn’s origins go back to 1976 with DPA Europe, founded by Franck Lellouche. The family-owned company initially specialized in supplying car radios to brands like Renault and Citroën. Under Roger-David Lellouche, the business gradually shifted focus, entering the refurbished smartphone sector in 2017. At that time, the market was promising but unstructured, with many companies failing due to a lack of transparency and standards.

A French industrial approach

Unlike marketplace models such as Back Market or Recommerce, Reborn controls its entire reconditioning process from start to finish. Operating from an 8,000 m² facility in Carros, the company employs 120 people and processes 450,000 devices annually. Expansion plans are already underway, with a new 7,200 m² factory scheduled for 2026, financed entirely with its own funds.

Inside the refurbishment process

Each smartphone, primarily Apple iPhone and Samsung Galaxy models, is first verified by serial number to exclude stolen or blocked devices. Data is erased through certified cryptographic protocols, ensuring GDPR compliance. Devices undergo a 54-point technical inspection, covering screens, microphones, cameras, and connectivity. Batteries must retain at least 85% of their original capacity, otherwise they are replaced.

Repairs and grading with precision

Reborn’s technicians repair batteries and screens using compatible or recovered high-quality components. Each smartphone is then graded. “Phoenix” devices meet the highest standards, while “BBack” grades account for light wear and slightly lower battery performance. All products are cleaned, packaged with recyclable materials, and sold with at least a one-year warranty, extended to two years by telecom operators.

Strategic supply chain choices

Reborn sources most devices from the United States and Europe, often from corporate fleet renewals. The company refuses lots from countries with high risks of counterfeit, emphasizing quality and trust as its foundation. In France, Reborn supplies Bouygues Telecom, Orange, Fnac, Boulanger, Carrefour, and more, with some devices even sold under white-label arrangements.

Building a French refurbished champion

Since July 2024, Reborn has faced additional costs, including a €3.6 contribution per Apple iPhone sold and €1.67 per Samsung smartphone, on top of the €8 private copy levy. Despite this, the company remains committed to offering competitive prices, often against new smartphones discounted by as much as 60%.

For Roger-David Lellouche, the goal is clear: “France deserves a national refurbished leader, and that is what we are building.”