Why designing for circularity is future-proofing products – and brand loyalty

At Alchemy, breathing new life into secondary and refurbished tech is our lifeblood. We’ve recovered value from millions of devices that would otherwise have gone to landfill. And in doing so, we’ve found how much easier this recovery becomes when products are designed for circularity from the very start. This principle is fast becoming the new industry standard and a key driver of brand loyalty and growth. 

Today, circularity is a core business strategy. We’re seeing tech giants and global retailers doubling down on reuse and refurbishment models, proving that designing with circularity in mind reduces waste, opens new markets, strengthens customer relationships, and extends the life (and profitability) of products in surprising ways. 

Here’s why we believe all leaders should be considering it.  

The key to a second life 

The secondary tech market is expected to expand from $86.5 billion in 2023 to a projected $168.76 billion by 2029. And as more brands embrace trade-in schemes and product ecosystems that make longevity a selling point, there’s only going to be more room for growth. 

Alchemy has refurbished more than 12 million devices globally. That hands-on experience has shown us the hallmarks of circular-ready products. Typically, these are products with strong aspirational value, that have a strong brand behind them, and that offer a simple and transparent route to trade or upgrade. When we talk about the second life of technology, we’re not just talking about repair. We’re talking about products that continue to offer value, both to consumers and to businesses, over multiple lifecycles.  

That’s a far cry from the linear make, sell, discard model of old. 

Smart design and smart partnerships 

Designing for circularity means thinking beyond a product’s first owner. It’s creating something that’s durable, simple to disassemble, and easy to reintroduce into the market when the time comes.  

But design alone isn’t enough. Even the best products need an infrastructure that supports their second and third lives, from logistics and processing to resale and customer engagement. That’s where partnerships come in. At Alchemy, we help manufacturers, retailers, and carriers bridge that gap, turning circular ambition into commercial reality. 

What you can do right now 

If you’re a business leader considering how to refocus your business on circularity, here’s where to start: 

1. Rethink traditional discounting. Trade-in programs are the smarter alternative. They make high-value tech accessible and keep customers coming back, all while reducing e-waste.
2. Get familiar with the secondary market. Understanding resale demand and value trends means you can proactively plan lifecycle management and anticipate changing customer needs. As a result, you'll reach new audiences who value quality refurbished products.
3. Stay on top of regulation. Repair and reuse laws vary across markets. Building flexible policies, and working with experts who can help you stay compliant, ensures your circular initiatives evolve smoothly.
4. Choose your partners wisely. Few organisations have the full infrastructure for refurbishment and resale in-house. But partner with Alchemy and we’ll provide the systems and expertise needed to restore and resell at scale. 

By making strategic decisions like these a priority, tech business leaders can instantly position themselves as market leaders. Because the question isn’t whether industries will adapt, it’s how quickly.  

And the tech sector is already proving that when products are designed to last, everyone wins. Consumers are enjoying better value, brands are building loyalty, and the planet’s benefiting from a lighter footprint. 

Get in touch with the Alchemy team to find out how we’re helping brands recover and resell technology that stands the test of time.