Bang and Olufsen embeds refurbishment into core strategy

Bang and Olufsen has launched Reloved, integrating certified refurbishment into its core luxury electronics strategy. The move positions circular models as a long term commercial pillar rather than a peripheral sustainability initiative.

Key takeaways

• Bang and Olufsen has embedded refurbishment into its core business model.
• Reloved focuses on certified, brand controlled refurbished products.
• The strategy targets extended product lifecycles and retained brand value.
• Luxury electronics brands are increasingly formalising circular models.

For IPT, IGT, and ICB members, this signals growing confidence in refurbishment as a margin protected, brand aligned model. Traders and refurbishers should expect tighter quality standards, closer OEM involvement, and increasing demand for traceability and certified processes.

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