Dutch start-up Valyuu, known for its digital marketplace for used consumer electronics, is introducing a new brand, Prioont, and logo to cater to both consumer and business needs. This strategic rebranding divides Valyuu’s operations into a new dual approach, with Prioont handling peer-to-peer (P2P) transactions and Valyuu evolving into a modular service provider for circular solutions tailored to brands, retailers, and telecom operators.
Prioont: a dedicated marketplace for direct consumer transactions
The newly branded Prioont marketplace streamlines direct consumer transactions, eliminating unnecessary intermediaries. Prioont’s P2P model aims to offer affordable electronics with a focus on convenience and quality. According to Valyuu’s founder, Topuz, approximately 80% of devices traded on the platform are resold to individual consumers after a meticulous inspection process, though repairs are intentionally avoided to keep costs down. The remaining 20% of devices are sold to specialized buyers in the secondary electronics market.
Since its inception, the platform has facilitated over 30,000 device exchanges, reflecting its success in extending the lifecycle of electronics and supporting a more sustainable economy.
Valyuu’s tech-enabled B2B solutions for circular commerce
In parallel, Valyuu is now focusing on its B2B offerings, enabling retailers, operators, and manufacturers to launch their own circular commerce programs. Through proprietary technology, including an AI-driven pricing engine, Valyuu helps businesses establish trade-in programs, resale platforms, and automated pricing models. This technology-as-a-service approach allows businesses to adopt circular practices without needing to invest in extensive infrastructure.
By modularizing its technology, Valyuu provides companies with a flexible solution to generate new revenue streams while enhancing their environmental credentials. This dual approach positions Valyuu as both a marketplace provider through Prioont and a circular solutions partner for businesses—a unique strategy in the used electronics sector.
Funding supports platform enhancement and international expansion
With last year’s €2.4 million funding boost, Valyuu plans to enhance its platform, grow its team, and expand internationally. This capital will support Prioont’s growth and Valyuu’s expansion into international markets as the company continues to bridge the gap between consumer and business needs in the circular economy.
Valyuu’s shift towards a modular B2B solution comes with some risk, especially given the established success of its original marketplace brand. While rebranding is always a challenge, Prioont aims to retain and build on Valyuu's reputation, providing a smoother path for consumers looking to trade used electronics.
Market
Trade-in
Repair
Refurbishing
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