Refurbished devices can become the “primary choice, not a compromise”, Advania’s CEO asserted as it officially opened its ‘Dreamhouse’.
The Sweden-based reseller and MSP powerhouse hopes to refurbish one million IT devices annually at the new facility – which recently won plaudits from analyst Canalys.
In a press release, CEO Hege Störe claimed Advania’s goal is to “fundamentally change how businesses think about technology”.
“We’re not just processing used devices; we’re creating a new ecosystem where high-quality refurbished equipment is the primary choice, not a compromise,” she stated.
“Significant milestone”
Goldman Sachs-backed Microsoft, VMware, HPE and Cisco partner Advania saw net revenue jump 11.3% to SEK 15.1bn (£1.18bn) last year.
The increase was partly thanks to Advania’s burgeoning UK business, which is now a £470m runrate operation following its double swoop on UK resellers Servium and CCS Media.
In its native Sweden, Advania claims it hit a “significant milestone” last year as 25% of all devices it sold there were refurbished.
Advania was last week name-checked by HP (alongside SCC and Computacenter) as an example of a partner that has its own circular IT infrastructure that it will call on to help get its new refurbished PCs to market.
It claims its Dreamhouse can produce refurbished devices that have up to 70% lower carbon impact, “yet are so powerful, users can’t tell the difference from brand-new ones”.
The Dreamhouse itself is constructed with 60% recycled steel and powered by on-site solar installations that generate 250 MWh annually.
“In an era of increasing resource constraints and climate urgency, the Dreamhouse represents more than a facility – it’s a blueprint for sustainable technological innovation,” Störe concluded.
