Reborn, a lesser-known but very ambitious tech repair and refurbishment French, one might say very French, company based in Nice, has unveiled its plan to become the largest refurbished smartphone player in Europe. CEO Roger-David Lellouche revealed in an interview with Lesnumeriques.com their plans. Under the banner of “Project Phoenix,” the company aims to expand its facilities by 2026 with 7,000 square metres of new offices and production space, targeting an additional 750,000 devices reconditioned annually and the creation of 200 new jobs.
A family legacy reshaped
Founded in 2016 by Roger-David Lellouche, Reborn evolved from a former car radio business into a second-life tech company. Unlike early French pioneers like Recommerce or Remade, Reborn remained under the radar, working mostly in B2B channels. Now, the company wants to step into the spotlight by investing €15 million of its own capital into industrial scaling.
The market is maturing
In 2025, an estimated 20 % of mobile phones in circulation are used or refurbished in France. After a decade of churn, the French market is stabilising. Lellouche argues that long-term success in this sector depends not on hype or marketplace traffic, but on quality, investment and consumer trust.
A different approach than competitors
While competitors expand abroad through acquisitions or partnerships, Reborn is betting on internal expertise and strict vertical integration. The company criticises major marketplaces like Back Market or Cdiscount for not enforcing strict enough supplier criteria, which can lead to poor user experiences.
Not exactly soft on the competition, Roger-David Lellouche explains that his vision of refurbishment differs from that of fellow French company Recommerce. While they focus on partnerships and acquisitions in countries like Switzerland, Romania and Poland, Reborn wants to “keep its refurbishment expertise in-house.”
As a strong advocate of reindustrialisation, Reborn wants to “remain anchored in the local landscape” while simultaneously working on its European expansion. Regarding another major player in the French refurbishment market, SMAAART, Lellouche notes succinctly: “We come from commerce; they are technicians.”
A physical presence still matters
Reborn’s vision goes against the digital tide. Instead of relying solely on e-commerce, it champions physical retail. With customers like Fnac-Darty, Reborn sees strong demand for in-store reassurance, and is building out both its factories and retail reach accordingly.
Market
Trade-in
Repair
Refurbishing
