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BERLIN — Refurbished smartphones are increasingly being viewed as a mainstream purchasing option, rather than a low-cost alternative, according to speakers on a panel entitled “Refurbished is cool: the shift in consumer mindset” at the recent Retech Days event.
The panel brought together Karan Narula, vice chairman and managing director of Singapore-based pre-owned technology provider Mercantile Group; Parm Dhillon, board member at mobile device distributor Sunstrike International; Sean Kennedy, head of commercial partnerships at U.K.-based mobile operator Giffgaff; and Ruslan Tomashchuk, co-founder and head of omnichannel business at Cyprus-based Breezy, which describes itself as “a full-cycle provider of sustainable solutions for tech devices remarketing.” The discussion was moderated by Tim Seewöster, co-CEO of Berlin-headquartered refurbished tech provider AsGoodAsNew.
Panelists agreed that consumer attitudes toward refurbished devices have evolved significantly in recent years. “People used to associate refurbished or used with old. Now it is intelligent buying,” Narula said, adding that investments in grading technology, quality control and refurbishment infrastructure have helped transform refurbished devices from a compromise purchase into a “smart choice” for consumers.
Kennedy noted that while price remains an important driver, buyers are increasingly making a deliberate choice rather than purchasing refurbished devices out of necessity. “A refurbished phone is what they want for the long term, and not just to get by until their contract ends,” he said.
Trust was another theme. Dhillon said the growing involvement of telecom operators and established brands has helped legitimize the category. “You’re piggybacking off an existing credible brand,” he said, adding that greater transparency around device origin could further strengthen consumer confidence.
Tomashchuk highlighted the growing influence of younger consumers: “Gen Z now has significant purchasing power. For them, buying used or refurbished is completely normal.”
The panel also emphasized the importance of storytelling and brand positioning. Narula argued that consumers increasingly want to identify with the values behind refurbished products, including sustainability and smart consumption. “They want to buy a story, to associate their personal self with that story,” he said.
