How Repair Rights and Refurbished Products Are Reshaping European Electronics and Appliances

Refurbishment – restoring used products to like-new condition for resale at lower prices – is transforming the consumer electronics and appliances market by addressing three consumer priorities: sustainability, affordability, and convenience. It particularly helps overcome concerns about pre-owned electronics and appliances quality.

Both innovative start-ups and established industry players are driving the sector's growth. Traditional manufacturers leverage their brand reputation for quality assurance, while start-ups and independent retailers excel in accessibility and product variety.

Europe's sustainable electronics and appliances market is evolving along two paths. The EU Right to Repair directive supports product life extension through repairs, particularly appealing to baby boomers and Generation X. Meanwhile, professionally refurbished products are gaining traction with millennial, Generation Z and Generation Alpha consumers, reflecting broader environmental consciousness and generational preferences.

The Right to Repair

The 2024 EU Right to Repair directive aims to extend consumer product lifespans by requiring manufacturers to repair products, provide repair resources, offer repair incentives, and facilitate access to repair services and refurbished goods. The directive covers household appliances and electronics including washing machines, dishwashers, fridges, TVs, welders, vacuum cleaners, servers, phones, and tablets. EU member states must implement these regulations locally by July 31, 2026.

Despite these efforts, repair trends are declining.

Between 2020 and 2024, Europeans choosing to repair rather than replace broken items for environmental reasons decreased by seven percentage points across nine countries

^{Source: Euromonitor Voice of the Consumer: Sustainability Survey, fielded January to February 2024}

However, the industry is responding to circular economy demands. Euromonitor's Voice of the Industry Survey 2023 found 59% of sector professionals plan to invest in circular economy models over five years. Lenovo exemplifies this by improving the ThinkPad’s repairability, making memory and battery replacement easier.

Generational divide in repair habits

A significant age gap exists in repair practices across Europe.

55% of respondents aged 60+ repair broken items for environmental reasons, compared to only 27% of those aged 15-29

^{Source: Euromonitor Voice of the Consumer: Sustainability Survey, fielded January to February 2024}

This shift began in the 1980s due to cheaper manufacturing, rapid technological advancement, frequent design updates, and replacement becoming more economical than repair. Despite new regulations, Euromonitor projects only modest increases in product lifespans by 2029, with average lifecycles extending just a few months. However, alternative sustainable practices are emerging that appeal to younger consumers.

The Rise of Refurbishment

While online marketplaces for second-hand products aren't new, recent developments show significant evolution. Vinted, originally a second-hand clothing marketplace, expanded to electronics in summer 2024. However, electronics pose unique challenges as technical problems are harder to identify than issues with clothing, making consumers more hesitant about second-hand purchases.

French company Back Market, established in 2014, connects professional refurbishers with consumers via its online platform, primarily selling refurbished electronics and appliances. Operating in 13 European markets, the US, and Japan, it exemplifies the growing refurbishment sector. Another French company, Underdog, employs professional refurbishers to restore white goods, offering direct sales with two-year warranties.

Established retailers are also entering the market. UK's Currys launched its "refurbished revolution" in early 2023, selling refurbished laptops and smartphones. The company employs over 1,000 repairers at Europe's largest tech remanufacturing facility in Nottinghamshire.

Major manufacturers are recognizing the opportunity. Samsung's "Certified Re-Newed" program operates in France, the UK, and US, offering refurbished smartphones. Dyson provides "Dyson Renewed" in multiple European countries, while Miele runs a pilot project selling refurbished washing machines in the Netherlands.

Manufacturer programs aim to maintain product control while pursuing sustainability goals. While they benefit from established brand trust and quality guarantees – particularly appealing to customers new to refurbished products – they face competition from start-ups and retailers offering greater convenience and variety.

This market evolution reflects a broader shift in consumer behaviour and industry response to sustainability demands. While traditional repair practices may be declining, especially among younger generations, professional refurbishment is emerging as a promising alternative that combines environmental responsibility with quality assurance and affordability.

Learn more about evolving business models in consumer appliances in our report, Beyond the Product: How Servitization is Shaping the Future of Consumer Appliances. You can also find out more on shopping habits for consumer electronics and appliances in our reports, Where Consumers Shop for Consumer Electronics and Where Consumers Shop for Appliances.