Bang & Olufsen has unveiled a new circular initiative to repurpose certified pre-owned products.
The Danish audio company presents 'Reloved', an online programme that aims to engage clients with certified legacy items.
The initiative sees each product undergo inspection, refurbishment and reintroduction to market, with up to a three-year warranty.
Dorte Vestergaard, head of the programme at Bang & Olufsen, said: “'Reloved' is the continuation of a story that begun a century ago.
“We’ve always created products meant to be cherished for generations. This programme preserves that heritage by refurbishing our original pieces and helping them find new homes.”
The debut 'Reloved' drop includes five handpicked models, based on the availability of spare parts and their "iconic" status: Beoplay P2, Beoplay A2, Beosound Edge, Beosound 3000 and Beogram 2000.
The programme launches initially in the EU, UK, Norway and Switzerland, with expansion to further markets planned in 2026.
Actionable takeaways
Sustainability sells
Integrators can position 'Reloved' products as part of circular design systems to reflect growing environmental awareness.
System upgrades with heritage
Certified units allow integrators to update installations using genuine Bang & Olufsen originals, making continuity key to upgrades.
Warrantied reliability
With up to three years of coverage, 'Reloved' pieces aim to offer the assurance and peace of mind associated with new products.
New channel opportunity
The dedicated online platform provides a simplified channel for integrators to expand their toolkit, tailored to bespoke projects and restorations.