At a time when innovation and sustainability are reshaping the telecom industry, Tre Sverige and Foxway have established a partnership that redefines what circular business means in practice. Together, they demonstrate that refurbished smartphones can stand shoulder to shoulder with new devices in quality, experience, and appeal. Through Foxway’s white labelling and trade-in solutions, Tre Sverige has integrated premium refurbished smartphones into its main offering. This means that used devices collected through trade-in programs are tested, graded, and refurbished to meet EU standards, then resold in Tre’s own branded packaging. For Swedish consumers, this setup makes sustainable tech choices both easy and accessible.
How Foxway’s white labelling supports Tre
The white label model gives Tre full control over presentation and customer experience while Foxway manages the circular process end to end. Packaging, inserts, accessories, and branding are all customizable. Each device is tested and graded before delivery, ensuring compliance with EU and local regulations. Integration with Tre’s existing sales model means refurbished devices can be sold alongside new ones without operational friction.
Why Tre chose Foxway
Tre Sverige, one of Sweden’s largest mobile operators with more than 2.8 million customers and 37 stores, began its partnership with Foxway in 2021. According to Andree Hirsch, Circular Business Manager at Tre Sverige, Foxway’s comprehensive and flexible setup made the implementation fast and effective. After seeing the automation and precision at Foxway’s Estonian tech center, Tre’s management was convinced they had chosen the right partner.
The collaboration soon expanded from trade-ins to resale, with Foxway handling sourcing, refurbishment, and packaging while Tre focused on customer engagement. This model allows Tre to adapt its offer based on market trends and customer feedback without losing speed or scale.
Market growth and shifting consumer trends
Despite a brief slowdown in early 2025, the refurbished smartphone market in Europe continues to show strong long-term potential. Analysts at Counterpoint and CCS Insight expect recovery in the second half of 2025, supported by trade-in initiatives and circular business adoption. Tre has noticed consistent growth in customer interest across age groups, driven by two main factors: value for money and environmental awareness. According to Hirsch, circularity will remain a central focus for Tre’s future, as customers increasingly prefer sustainable options without compromising quality or reliability.
Circularity with measurable results
In 2024, Tre helped avoid 881,686 kg of CO₂e thanks to its collaboration with Foxway, according to Foxway’s sustainability reporting. The inclusion of refurbished smartphones within Tre’s standard product lineup has made sustainable purchasing seamless. Transparent warranties and flexible return policies have eliminated the perceived gap between new and refurbished products.
A partnership built on trust and results
From Foxway’s perspective, Tre’s openness and collaborative mindset have been key to scaling the project successfully. “Tre is a great example of what’s possible when both sides share a vision,” said Morten Steen Jensen, Head of Sales MNO & Retail at Foxway. A recent upgrade to the partnership introduced strategic forecasting, allowing better supply planning and driving a 70% year-to-date increase in refurbished smartphone sales compared to 2024. With demand rising and new systems in place, both partners expect a strong finish to 2025 and continued growth ahead.
Looking forward
Tre and Foxway’s success illustrates that circular business models in telecom are not only viable but scalable. As refurbished and used smartphones become mainstream, the focus now shifts to innovation and speed. For both companies, the goal is clear: continue shaping a sustainable, profitable, and customer-focused future for the mobile industry.
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