Reuse

Reuse operates as a specialized online and physical retailer focused on refurbished electronic goods, positioning itself within the circular economy. The company was established in 2018 by co-founders José Tomás Ulloa and Max Sateler, who conceived the business idea while still in high school. Initially, the venture was a side project, but they formally launched it after university, capitalizing on the growing market for reconditioned products.

The firm's business model centers on acquiring used or open-box electronics, which are then professionally restored to full functionality by authorized technicians and sold at a lower price point than new devices. A significant portion of its inventory is sourced through strategic partnerships with major retailers like Falabella and Coppel, managing their returned products via trade-in and resale-as-a-service programs. This approach has shifted the company's sourcing from primarily international imports to local stock, enhancing its scalability. Revenue is generated directly from the sale of these reconditioned items through its e-commerce platform and a physical showroom in Las Condes, Santiago. The business serves a diverse clientele that includes budget-conscious consumers, environmentally aware individuals, and students.

Reuse offers a broad catalog of products, including smartphones, computers, tablets, smartwatches, and even some home appliances from brands like Apple, Samsung, Dell, and HP. To build consumer trust in the second-hand market, the company provides a 24-month warranty and a 30-day trial period on its reconditioned products. After initially focusing on direct retail, Reuse has expanded to incorporate a marketplace model, allowing other small businesses to sell their products on its high-traffic website. The company has demonstrated significant growth, reporting $15 million in sales in 2023 and securing a $4.5 million seed funding round in April 2024 to fuel its expansion, particularly in Mexico. Having already entered the Peruvian and Mexican markets, Reuse aims to become a leading name in refurbished technology across Latin America.

Keywords: refurbished electronics, circular economy, reconditioned technology, e-commerce, used smartphones, refurbished computers, electronics marketplace, trade-in program, resale-as-a-service, sustainable technology, electronics recycling, open-box deals, consumer electronics, tech startups, Latin America tech market, warranty on used electronics, device lifecycle management, e-waste reduction, electronics retail, second-hand market