US‑based refurbished‑tech marketplace Reebelo has appointed Colin Williams, previously a senior leader at Back Market, to head its entry into the UK. Williams will take charge of establishing Reebelo’s local presence, overseeing market launch activities, onboarding professional refurbishing partners and managing daily operations as the company moves into one of Europe’s most competitive recommerce markets.

Reebelo, founded in 2019 and headquartered in San Mateo, runs a third‑party marketplace that connects consumers with verified sellers of refurbished and pre‑owned electronics. Unlike traditional retailers, the company does not hold stock itself; instead, refurbishment partners list fully tested and graded devices across categories such as smartphones, laptops, tablets, wearables, gaming consoles and selected home electronics.

The platform already operates in the US, Australia and New Zealand, competing directly with other major recommerce players including Back Market. By expanding into the UK, Reebelo is targeting a fast‑growing market where demand for high‑quality refurbished devices has surged due to cost‑conscious consumers and increasing awareness of sustainability benefits.

Reebelo’s leadership says Williams’ experience in scaling refurbishment marketplaces will help accelerate trust, supplier partnerships and operational reliability from day one. His appointment reflects the rising intensity of competition in the UK circular‑tech ecosystem, where multiple platforms are investing heavily to capture market share as device reuse and recommerce continue to build momentum.