RePack

What RePack does

RePack, founded in 2011 in Helsinki and legally domiciled as Original RePack SL in Spain, is a circular tech infrastructure company that builds reusable packaging, logistics orchestration, and customer engagement software for the refurbished electronics industry. After more than a decade operating reusable packaging for fashion e-commerce with over 300 brands and retailers, the company exited that market in 2025 and pivoted exclusively to refurbished tech. Its platform combines three physical packaging products (Vie for B2C sales, Haku for C2B trade-in collection, Kippo for B2B hub logistics) with two software modules: ReSend, a digital logistics backbone providing multi-destination routing, automated label orchestration, and real-time fleet visibility across a network of 100+ European repair workshops; and ReMarketing, a customer experience platform that uses dynamic QR codes embedded in packaging to capture engagement at the unboxing moment without app downloads.

The company serves refurbished smartphone retailers, refurbishment operations, trade-in/collection services, and repair service providers across European markets through an enterprise field sales motion involving setup calls, ROI modeling, conversion pilots, and managed fleet deployments. Revenue is generated via a Packaging-as-a-Service model combining monthly subscription rentals (Kippo B2B) and usage-based pay-per-use pricing (Haku C2B), where unit economics improve as packaging completes more loops — the company claims that a 1% increase in device recovery pays for the entire annual packaging budget. Named customers include Swappie (41.6% logistics packaging spend reduction across 200 Kippo cases over two years) and mCare (30% operational overhead reduction via ReSend API integration). RePack is privately held by its four founders — CEO Jonne Hellgren, Peter Peltonen (Tech & Ops), Petri Piirainen (Design & Supply), and Pia Ramon (Business & Plan, DACH) — with no disclosed institutional investment or parent company.

Name

RePack

Legal name

Original RePack SL

Website

https://repack.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

RePack provides circular tech infrastructure — reusable packaging, logistics orchestration, and QR-based customer engagement software — for refurbished electronics retailers and refurbishment operations across European markets.

Ownership category

akta.pro rank

Product category

Reusable Packaging Logistics

NAICS

Packaging and Labeling Services (56191), Consumer Electronics and Appliances Rental (532210)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Durable Goods (5000)

akta.pro primary industry

Reusable Packaging & Refill Systems (Returnable Transport Items, Deposit/DRS Ops) (EUAIANAE)

akta.pro secondary industries

Packaging Recovery & Closed-Loop Programs (Take-Back, Deposit-Return, EPR Support) (IMALAMAF), Recommerce, Trade-In & Buyback Collection (TLAAALAM), Recycling, E-Waste & End-of-Life Takeback Programs (TLAAALAN), Reuse & Resale / Recommerce Operations (EUAIANAC), Electronics Refurbishment, Repair & Reuse (Remarketing/Resale) (BPALAIAD)

Keywords

• Reusable packaging
• Circular tech infrastructure
• Refurbished electronics logistics
• Packaging as a service
• Trade-in logistics

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Packaging-as-a-Service (PaaS): Subscription-based rental model where customers pay monthly fees to access managed fleets of reusable packaging. The more loops the packaging completes, the lower the effective cost per journey. Removes upfront procurement costs and waste management expenses for customers.
2. Pay-Per-Use Model: Usage-based pricing where unit economics improve with volume and return speed. A 1% increase in device recovery pays for the entire annual packaging budget. Volume and return speed determine unit costs rather than box price.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

RePack provides circular tech infrastructure for refurbished electronics companies, combining high-performance reusable packaging (Vie for B2C sales, Haku for C2B trade-in collection, Kippo for B2B hub logistics) with a digital logistics backbone (ReSend) and a QR-code-driven customer experience platform (ReMarketing). The closed-loop system enables refurbished tech retailers, refurbishment operators, and trade-in services to manage device delivery, trade-in conversion, consumer collection, and repairs orchestration through a single packaging system rented on a Packaging-as-a-Service basis.

Product overview

RePack is a circular tech infrastructure company offering a platform-plus-modules architecture for refurbished electronics. The portfolio consists of three physical packaging products (Vie for B2C sales, Haku for C2B collection, Kippo for B2B hub logistics) combined with two software modules (ReSend for logistics orchestration and ReMarketing for customer experience analytics). Founded in 2011 and pivoted from fashion e-commerce to refurbished tech in 2026, the company operates on a Packaging-as-a-Service model where clients rent reusable infrastructure rather than purchasing single-use packaging.

Differentiator

Problem solved

Functional benefit

Brands

• RePack (Packaging): High-performance reusable packaging designed for refurbished tech, covering B2C sales (Vie), C2B trade-in collection (Haku), and B2B hub logistics (Kippo).
• ReSend (Logistics)
• ReMarketing (CX)

Products and services

• RePack circular tech infrastructure End-to-end circular tech infrastructure combining reusable packaging, logistics backbone, and customer experience platform for refurbished electronics retailers and refurbishment companies.
• Vie (B2C sales packaging) Premium B2C reusable sales packaging with universal insert-free design for all smartphone shapes, reducing warehouse complexity to a single SKU while delivering a tactile unboxing experience that works across delivery, trade-in, and repair loops.
• Haku (C2B trade-in collection kit) Reusable C2B trade-in collection kit that protects devices in transit, validates refurbishment effort at the doorstep, and includes everything needed to send an old device back, priced on a subscription and pay-per-use basis where more loops reduce cost per collection.
• Kippo (B2B hub logistics case) Rack-ready reusable B2B case for bulk transport of multiple devices between retail stores and central hubs, built for over 200 high-velocity cycles and replacing single-use bulk boxes in closed-loop refurbishment logistics.
• ReSend logistics platform Digital logistics backbone connecting a distributed network of European hubs, handling outbound kits, return routing, dynamic destinations, and automated label generation with multi-destination routing and real-time fleet visibility, with REST API integration to customer ERP and WMS systems.
• ReMarketing customer experience platform Customer experience platform turning every premium unboxing into a tracked data point via a dynamic QR code that opens a personalized experience without requiring an app download, enabling trade-in conversion, warranty registration, and accessory upsells at the moment of highest customer intent while collecting no personal data by design.

Quantifiable outcome

• 41.6% reduction in logistics packaging spend for Swappie B2B hub operations
• +8 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered former partner and minor.

• H&Mformer partnerOthersFashion e-commerce partner during RePack's original circular fashion era (2011-2024). Worked with H&M on reusable packaging trials before the company pivoted to refurbished tech. H&M representative later stated at Sustainability in Packaging Barcelona that they only care about packaging innovation if it reduces costs immediately.
• Zalandoformer partnerOthersFashion e-commerce partner during RePack's original circular fashion era. One of the major European fashion retailers that trialled or used RePack reusable packaging for consumer goods delivery with positive reviews from consumers and warehouse employees.
• Amazonformer partnerOthersFashion e-commerce partner during RePack's original circular fashion era. One of the major e-commerce players that trialled RePack reusable packaging for fashion delivery before the company's pivot to refurbished tech.
• Inditexformer partnerOthersFashion e-commerce partner during RePack's original circular fashion era. Parent company of Zara and other fashion brands that worked with RePack on reusable packaging trials.
• Prisma (Finland)minorOthersFinnish retail chain where Swappie operated shop-in-shop locations prior to RePack's B2B hub logistics implementation. Store staff used RePack Kippo cases for consolidated device collection before shipping to Swappie's Helsinki refurbishment hub.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Returnity: Returnity provides reusable shipping and delivery packaging for ecommerce and reverse logistics. Directly comparable to RePack in reusable packaging-as-a-service model and target customer base of ecommerce and circular economy brands.
• LimeLoop: LimeLoop offers branded reusable shipping envelopes for ecommerce brands with return logistics. Comparable to RePack's reusable packaging model and focus on circular ecommerce delivery, though smaller scale and US-based.
• Boox: Boox provides reusable shipping boxes for ecommerce with deposit-based return systems. Closely matches RePack's reusable packaging approach and reverse logistics orchestration for closed-loop delivery.
• ZigZag Global: ZigZag offers a returns management platform connecting retailers to reverse logistics providers across Europe. Comparable to RePack's ReSend logistics orchestration and trade-in/returns routing for circular retail flows.
• Loop (Terranova): Loop offers reusable packaging systems for consumer goods ecommerce with deposit-based return. Directly comparable to RePack's original fashion-era business model and reusable packaging technology, though Loop focuses on CPG brands rather than refurbished tech.

Emerging players

• ReturnGO: ReturnGO provides AI-powered returns management and exchange software for ecommerce. Adjacent to RePack's ReMarketing CX layer and overlapping in returns orchestration, though focused on software rather than physical packaging.
• ReverseLogix: ReverseLogix provides enterprise returns management software for retail and ecommerce. Adjacent to RePack's ReSend logistics orchestration platform, focused on returns workflow rather than physical packaging.

Broad incumbents

• CHEP (Brambles): CHEP operates one of the world's largest pooling networks for pallets and containers with circular asset management at global scale. Relevant comparable for RePack's PaaS model and reusable bulk logistics (Kippo), though focused on pallets rather than consumer-facing packaging.
• Back Market: Back Market operates a global marketplace for refurbished electronics with associated trade-in and reverse logistics operations. Relevant as a potential customer (similar to Swappie) and as a broader incumbent in the refurbished electronics space that RePack serves.

Others

• Swappie: Swappie is RePack's flagship customer, Europe's largest refurbished iPhone retailer. While a customer rather than a competitor, Swappie represents the buyer-side of the refurbished electronics value chain that RePack's circular packaging infrastructure serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/repack
• Xx.com/OriginalRePack
• Facebookfacebook.com/OriginalRePack

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about RePack