Refurbed, Europe’s rapidly growing marketplace for refurbished electronics, secured the 50th spot in the prestigious Dutch Twinkle100 this year. The Twinkle100 is an annual ranking of the top 100 e-commerce companies in the Netherlands, highlighting innovation, growth, and market impact within the digital retail sector. It serves as a benchmark for recognizing the most influential players in online commerce, with rankings based on revenue, strategic success, and customer engagement. Refurbed was founded in 2017 and was born from a common consumer grievance: unreliable used electronics with no guarantees. Kaminski and co-founder Peter Windischofer envisioned a marketplace where refurbished devices, professionally restored to like-new condition, could flourish. Drawing on Kaminski’s experience leading Amazon’s Renewed program, the duo identified a gap: large retailers lacked focus on refurbished products, leaving room for a dedicated player.
Early challenges: building supply and trust
Launching a marketplace comes with the classic chicken-and-egg dilemma—supply versus demand. Kaminski leveraged his network of refurbishers to secure high-quality inventory early on. However, stringent supplier vetting and customer education were crucial to building trust. Many consumers initially misunderstood “refurbished” as synonymous with second-hand. Through clear communication and transparency, Refurbed positioned itself as a reliable alternative, offering warranties and environmentally conscious choices.
Redefining “new” and promoting sustainability
Refurbed’s slogan, "Rethink new," encapsulates its mission to reshape consumer behavior. Kaminski draws parallels to the auto industry, where buying slightly used vehicles is now the norm. By highlighting the economic and ecological benefits, Refurbed is steadily gaining ground among environmentally aware shoppers.
Expansion and diversification. Initially focused on smartphones and laptops, Refurbed has broadened its product range to include household appliances and even sports equipment recently. Partnerships with brands like Dyson and AEG have enabled this diversification, appealing to a wider audience. Active in 13 countries, Refurbed claims market leadership in several European markets. Despite increasing competition, including from giants like Amazon, Kaminski remains confident. Refurbed’s commitment to sustainability and transparency differentiates it as a specialist in a rapidly growing industry.
Via: Twinklemagazine.nl
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