Orange – “Re” initiative 

Orange’s “Re” initiative, launched in 2020, aims to increase the circularity of smartphones through four key pillars: returns, repairs, refurbishment, and recycling. The program aims to advance these circular programmes across the portfolios of each of its subsidiaries in Europe. 

The “Re” programme contributes to extending the lifespan of smartphones as well as collecting as many unused mobile phones as possible. Orange has set a goal by 2025 to achieve 10% of refurbished smartphones and 30% of traded-in or collected mobiles across all its smartphone sales. 

A key challenge has been the availability of refurbished products in sufficient quantities, their quality, and price competitiveness compared to new products. In order to overcome these challenges, Orange has developed partnerships with refurbishers in Europe to manage the trade-in and collection of smartphones and to offer a catalogue of refurbished smartphones for resale. 

Orange has also learned that to successfully implement circularity programmes, it is necessary to invest heavily in communication and training for employees, as well as in developing long-term partnerships with players in the circular economy in Europe.