Back Market's First Store Aims to Break the Fast Tech Upgrade Cycle

SoHo pilot invites shoppers to see, touch, and test refurbished tech — and features onsite Google Fi Wireless services and info — redefining what it means to buy smarter, not newer

NEW YORK, Oct. 1, 2025 /PRNewswire/ -- Today, Back Market, the leading marketplace for verified refurbished electronics, announced the opening of its first-ever retail store in New York City, bringing its mission off the screen and into a vibrant, hands-on environment.

For decades, the tech industry has spent billions to drive an "upgrade now" consumer mindset. But the reality is different: as inflation, tariffs and rising tech prices make shoppers increasingly cost-conscious, refurbished tech offers a smarter path forward.

More than a store opening, Back Market's new space is a bold introduction of its vision to one of the world's most influential tech hubs, showing New Yorkers firsthand how circular economy principles can power a smarter, more sustainable future. With increased interest in refurbished tech, Back Market is making it mainstream by placing products directly in consumers' hands, offering repair services, workshops and events that make sustainability practical, rewarding and easy to act on. 

"The Back Market SoHo store is about showing what's possible," said Thibaud Hug de Larauze, co-founder and CEO of Back Market. "When people experience refurbished tech in person, they see the quality, the savings, and the potential to live smarter. We believe this pilot can spark real trust and momentum for a more sustainable way forward."

Inspired by traditional markets where buying, trading, and connecting is part of everyday life, the store is warm, colorful, and bustling, not cold or sterile like typical tech retail. Key features of the store include:

• Hands-On Experience: A "new vs. refurbished" interactive that challenges visitors to spot the difference and provides an opportunity to interact directly with refurbished tech.
• Live Pricing & Transparency: Dynamic price tags and grading explain exactly why devices cost what they do.
• Services First: Device diagnostics, screen repairs, device cleanings, repair advocacy, and trade-in options that highlight the ongoing value of what people already own.
• Connectivity with Google Fi: Back Market's first U.S. store will also be home to Google Fi Wireless. Shoppers can explore flexible, secure and reliable mobile plans that align with Back Market's mission of smarter, not newer.
• Programming & Events: Community panels and workshops that engage locals in conversations about Fast Tech, sustainability, and smarter consumption.

"Only 5% of Americans buy refurbished smartphones today, however, the growth we've seen proves that's about to change," said Lauren Benton, General Manager, USA at Back Market. "In Europe, refurbished tech is already a $50 billion market, and the same shift is underway in the U.S. We see younger consumers leading the charge, with 60% of Gen Z are trying refurbished for the first time, and with our SoHo store, we're making refurbished real, visible, and impossible to ignore."

As part of this store's opening, consumers can expect months of dynamic programming, community events and the opportunity to connect with like-minded people who understand the value of refurbished products and the importance of prioritizing sustainability efforts in the coming years. Back Market believes that refurbished tech is for everyone - and instead of fueling impulse-driven consumption, this store is built around a different idea: doing more with what you already have.

The Back Market retail store will open on October 1, 2025 through December 21, 2025 and will be located at 449 Broadway, New York, NY 10013. The store was created in partnership with Mythology, the New York-based creative agency known for its impactful work in retail as well as branding and advertising to capture the attention of New Yorkers in the lead up to the busy holiday season. More details can be found here. 

About Back Market:
Back Market is a leading global marketplace for verified refurbished technology, dedicated to creating a world that does more with what already exists by extending the lifespan of electronic devices through circularity and repair. Founded in Paris in 2014, Back Market has grown by double digits year after year, now serving over 17 million customers across 17 markets. Certified B Corp since 2023, the company is committed to driving positive impact at scale.

Media Contact
Amanda Kelley
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SOURCE Back Market