Remade: Project Overview

March 11, 2020

In January, MuirRedfern was awarded the contract to launch Remade, the French iPhone remanufacturer, in the UK.

Our remit covers four of our core competencies: market intelligence; brand development; marketing communications; sales and distribution. We hope to add business modelling and supply chain optimisation in due course.  

Remade is widely regarded as the pioneer of the remanufactured iPhone market. Its 6000m² state-of-the-art, world class R&D and industrialised remanufacturing facility in Normandy is synonymous with market-leading refurbishment. Over its seven-year history, the company has shipped 3m iPhone and gained a formidable reputation for the quality of its handsets.

Nick and I both have a strong track record in the mobile sector. Nick was the GM of Motorola UK and Ireland and member of its European Leadership Team; went on to be the CEO of Wileyfox, where his vision and leadership skills garnered a universally positive industry response. Sales-wise, the brand’s flagship product remained Amazon’s best-selling smartphone for over a year. I started working with mobile brands in ’99, when the PR agency I worked for was hired for the UK relaunch of Mitsubishi Electric Telecom in the UK; I later went inhouse as Acting Marketing Communications Director, Europe – my segue out PR and into international marketing roles.  

We are delighted to have won the contract because the commercial potential for Remade is excellent. The refurbished smartphone market is forecast to reach 333m units and $16bn globally by 2023, driven by environmental concerns, innovation stagnation in the mobile market and both consumers and businesses balking at the price of top-end handsets. With an annual capacity of up to 700,000 units, Remade is in a prime position to capitalise on trend for repair and reuse, and has the potential to catapult the pre-owned iPhone market to the mainstream. What’s more, the second-hand market is currently chaotic, with understandable consumer and business doubt over the quality of phones available. Remade, however guarantees product consistency through a handset review and quality control processes consist of 34 hardware and software tests and an industrialised remanufacturing process. Ensuring every iPhone leaves its premises clean, secure, safe and ready to use, and equivalent to a grade A++ product, makes the brand a more attractive partner for carriers and big-name retailers.  

To deliver commercial success, we have built a business strategy that around exceptional customer experience and a five-point, growth-accelerating plan. 1) Driving product quality across the second-life sector. 2) Delivering customer service and aftersales support commensurate with a tier one electronics manufacturer selling brand new devices. 3) Working closely with carriers, distributors and retailers to build a circular economy around increased revenue per handset. 4) Countering the stigma of owning a pre-owned mobile with sustainability and Remade’s advanced, evidence-based environmental credibility. 5) Increasing access to the Apple and iOS ecosystems through wider affordability across the entire iPhone range, from 6 onwards.  

The brand launched to trade this week, and we expect product to be in channel during May.  

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