ReWare, the South African startup creating a market for pre-owned smartphones


Buying a pre-owned smartphone might not sound like a good idea, but this startup dedicated to the refurbishing of old smartphones might just change your mind. Launched in 2014, ReWare offers certified pre-owned smartphones including iPhones with prices starting from just R1000 to R5000.
The smartphones are taken through a series of tests before they get refurbished, this includes the battery and screens as well as the software and the operating system is upgraded.

ReWare foundersThe company took the country by storm when they took their product to the public by launching in retail. Their products are available at selected Edgards stores across South Africa and online at CNA. To gain traction they first had to overcome what was the market’s initial discomfort with pre-owned smartphones, says CEO, Felix Martin-Aguilar, who launched the company together with Nothando Moleketi (COO), but the concept is gaining acceptance, he adds.

“South Africans are very comfortable buying used cars, however the concept of a pre-owned smartphone is still gaining its position,” adds Martin-Aguilar, co-founder of ReWare.
According to the founders, the market for their product is broad. It includes parents looking into getting their child their first phone, mature users and retired value conscious individuals, varsity students and entrepreneurs that need to be connected
The cofounders both have a strong background in background in telecommunications and ecommerce.