Circular
Circular is a Singapore-based tech subscription platform that provides consumers and businesses in Singapore and Australia with monthly subscription access to consumer electronics, with end-of-term upgrade, extension, or return options and device refurbishment.
- Company typePrivate
- Founded2021
- HeadquartersSingapore, Singapore
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Circular does
Circular Now Pte. Ltd. (operating as Circular) is a Singapore-based technology subscription platform founded in 2021 that provides consumers and businesses access to high-end consumer electronics through monthly subscription payments. Customers select a device and subscription length, then choose at the end of the term to upgrade, extend, or return the device; returned devices are refurbished or recycled to support a closed-loop, circular-economy model. The company operates two dedicated e-commerce storefronts — nowcircular.sg in Singapore and nowcircular.com.au in Australia — and runs a parallel B2B offering called Circular for Business targeting startups and SMEs with cash-flow-friendly subscription plans.
Circular firmographics
Firmographics- Name
- Circular
- Legal name
- Circular Now Pte. Ltd.
- Website
- https://nowcircular.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Circular is a Singapore-based tech subscription platform that provides consumers and businesses in Singapore and Australia with monthly subscription access to consumer electronics, with end-of-term upgrade, extension, or return options and device refurbishment.
- Ownership category
- akta.pro rank
Circular industry classification
Industry- Product category
- Consumer Electronics Subscription
- NAICS
- Consumer Electronics and Appliances Rental (532210), Consumer Electronics and Appliances Rental (53221)
- SIC
- Services-Computer Rental & Leasing (7377)
- akta.pro primary industry
- Electronics Rental, Leasing & Subscription (Refurbished/Pre-Owned) (CRACAJAI)
- akta.pro secondary industry
- Consumer Electronics & Mobile Device Leasing (FSAKANAB)
Keywords
Where Circular is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices2 records
Markets served
Circular business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Tech Device Subscriptions: Circular generates revenue through monthly subscription payments for consumer electronics. Customers pay budget-friendly monthly fees for access to the latest tech devices from premium brands. At the end of the subscription period, customers can upgrade to a newer device, extend their subscription, or return the device. The company refurbishes or recycles returned devices to minimize waste and reduce environmental impact.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Flexible tech subscription with monthly payments |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Circular product offering
Product offeringCore offering
Circular provides subscription-based access to consumer electronics (phones, laptops, and other devices) from premium brands through budget-friendly monthly payments in Singapore and Australia. Customers choose their tech and subscription length, and at the end of the term can upgrade, extend, or return the device, which is then refurbished or recycled to support circular economy principles.
Product overview
Circular operates as a tech subscription service platform offering two main products: a consumer-facing subscription service for high-end consumer electronics (allowing access to the latest tech for monthly payments with upgrade, extend, or return options), and a B2B offering called 'Circular for Business' targeting startups and SMEs with flexible subscription plans. The platform is backed by Y Combinator and operates in Singapore and Australia, with dedicated store URLs for each market.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- The circular economy model helps reduce e-waste and environmental impact of device production and disposal
Companies that use Circular
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
Circular technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Circular partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights2 records
Circular competitors and assessment
Company assessmentDirect peers
- Grover: Berlin-based consumer electronics subscription rental company (phones, laptops, wearables) operating across Europe and the US. Closest global analog to Circular — pure subscription model, refurbishment/refurb loop, B2C focus with B2B expansion, multi-category device catalog.
- Furlenco: India-based subscription rental company for furniture, electronics, and appliances targeting urban consumers and SMEs. Closely comparable on subscription mechanics, asset-recovery model, and India/SE Asia digital consumer base.
- Rentomojo: India-based subscription rental platform for furniture, appliances and consumer electronics. Comparable monthly subscription mechanics, refurbishment/reuse loop, and DTC + B2B distribution to consumers and SMEs.
- Gazelle: US-based recommerce platform buying and reselling used smartphones, tablets, and laptops. Adjacent on circular electronics reuse and refurbishment value chain, though transactional rather than subscription.
- Smartpay: Japan-based smartphone and consumer electronics subscription/leasing platform. Comparable B2C device-subscription model with end-of-term upgrade/return and circular reuse of devices.
- Back Market: Global refurbished consumer electronics marketplace. Shares Circular's circular-economy thesis, refurbishment ecosystem, and price-sensitive sustainability-minded buyer, though Back Market is marketplace-based rather than subscription-based.
- Raylo: UK-based smartphone and consumer electronics subscription platform offering monthly plans with upgrade/return options. Direct competitor in business model, target customer (early-tech adopters), and circular reuse of devices.
Broad incumbents
- Kogan: Australia-listed online electronics and home goods retailer offering own-branded and third-party consumer electronics with installment payment options. Broad incumbent in Circular's Australian market that could expand into subscription/leasing.
- Apple (iPhone Upgrade Program / Apple Trade In): Apple's own device upgrade and trade-in financing programs are a broad incumbent substitute for Circular's premium-device subscription value proposition — offering 12-month upgrades and trade-in credits, though without Circular's circular-economy framing or refurbishment loop.
Emerging players
- Atome: Singapore-headquartered BNPL provider operating across APAC (incl. Australia). Adjacent competitor in consumer electronics affordability financing for the same Singapore/Australia buyer — could either partner with or compete against Circular for the same wallet share.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Circular social profiles
Digital presenceCircular financial estimates
Financial estimateRevenue estimate
Valuation estimate
Circular leadership team
Management profileNumber of profiles
Profiles13 records
Circular funding detail
Funding detailFunding overview
Funding rounds5 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Circular M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Circular
What does Circular do?
Circular provides subscription-based access to consumer electronics (phones, laptops, and other devices) from premium brands through budget-friendly monthly payments in Singapore and Australia. Customers choose their tech and subscription length, and at the end of the term can upgrade, extend, or return the device, which is then refurbished or recycled to support circular economy principles.
Is Circular a public or private company?
Circular is a private company. It is classified as venture growth investor backed and is currently operating.
When was Circular founded?
Circular was founded in 2021. It employs 11 to 50 people.
Where is Circular based?
Circular is headquartered in Singapore, Singapore, in the Asia region.
How does Circular make money?
One revenue line is on record: tech Device Subscriptions.
Who are Circular's main competitors?
Direct peers on record are Grover, Furlenco, Rentomojo, Gazelle, Smartpay, Back Market and Raylo. Broad incumbents are Kogan and Apple (iPhone Upgrade Program / Apple Trade In). Atome is listed as an emerging player.
Does Circular have an API?
No public API is recorded for Circular.
What industry is Circular in?
Circular's product category is Consumer Electronics Subscription. Its primary akta.pro industry code is CRACAJAI, Electronics Rental, Leasing & Subscription (Refurbished/Pre-Owned), with a secondary code of FSAKANAB, Consumer Electronics & Mobile Device Leasing. Its NAICS code is 532210 and its SIC code is 7377.