ri-generation

What ri-generation does

ri-generation is an Italian benefit corporation (Società Benefit) headquartered in Vinovo, near Turin, that operates Italy's first dedicated household appliance regeneration and refurbishment business. Founded in 2017 as a pilot project within Astelav and spun off as an independent entity in 2021, the company acquires appliances from commercial returns, end-of-series inventory, warehouse surpluses, items with minor aesthetic defects, and the WEEE recycling stream, then subjects each unit to a proprietary process that includes technical inspection, original-parts replacement, professional cleaning and sanitization, and more than 30 quality control checks. Regenerated appliances carry a 12-month warranty while refurbished units carry a 24-month warranty. The product catalog spans washing machines, washer-dryers, dryers, refrigerators, freezers, ovens, cooktops, hoods, microwaves, small appliances, and wine coolers from major brands (Candy, LG, Haier, Whirlpool, Smeg, Bosch, Miele, Elica, Falmec, Electrolux, AEG), plus an in-house line of ecological cleaning products.

The company serves primarily Italian individual consumers through a direct-to-consumer e-commerce platform (ri-generation.com), a single physical retail store in Vinovo, and a secondary professional/business customer segment that requires invoiced transactions. Pricing ranges from approximately €50 to €4,499 per appliance, with revenue generated through one-time sales supplemented by delivery (€1.99-€19.99), installation (€49-€110), and WEEE disposal services. Payment options include credit cards, PayPal with three interest-free installments, and bank transfer. The social mission is integral to the business: through a partnership with Sermig (Servizio Missionario Giovani), the regeneration process doubles as a training and social reintegration program, and the company leverages technical expertise inherited from parent Astelav, a 1963-founded European spare parts distributor descended from the Bertolino family's 1946 washing-machine manufacturing lineage. The firm employs 11-50 people, raised approximately €500,000 from Opes Italia in November 2024, and reports €532,000 in registered capital.

Name

ri-generation

Legal name

Rigeneration Società Benefit a Responsabilità Limitata

Website

https://ri-generation.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

ri-generation is an Italian benefit corporation that regenerates and resells refurbished household appliances (washing machines, dryers, refrigerators, kitchen appliances) direct-to-consumer via e-commerce and a single Vinovo retail store, combining circular-economy sourcing with social reintegration through its Sermig partnership.

Ownership category

akta.pro rank

Product category

Refurbished and Regenerated Household Appliances

NAICS

Appliance Repair and Maintenance (811412), Home and Garden Equipment Repair and Maintenance (811411), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Refrigeration & Service Industry Machinery (3580), Specialty Cleaning, Polishing And Sanitation Preparations (2842), Electric Housewares & Fans (3634)

akta.pro primary industry

Reuse & Resale / Recommerce Operations (EUAIANAC)

akta.pro secondary industries

Used Small Home Appliances Retail (CRAIANAG), Eco-Friendly Cleaning Tools & Accessories (Reusable/Compostable) (CRAJAOAJ), Appliance Removal, Haul-Away & Replacement Swap (HSAGANAN)

Keywords

• Refurbished home appliances
• Appliance regeneration services
• Circular economy retail
• Ecological cleaning products
• Warrantied used appliances

Headquarters

HQ city

Torino

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Appliance Sales: One-time sales of regenerated and refurbished major and small household appliances including washing machines, dryers, refrigerators, freezers, cooking appliances, hoods, and microwaves. Products are sourced from commercial returns, end-of-series items, warehouse surpluses, items with minor aesthetic defects, and WEEE stream appliances. Revenue generated through direct consumer purchases via e-commerce and retail store with prices ranging from €50 to €4,499 depending on product type and condition.
2. Ecological Cleaning Products: Sale of ecological cleaning products including dishwasher powder (€15.90), washing machine powder detergent (€14.90), pure sodium percarbonate (€4.90), bleaching sodium percarbonate (€7.90), and pure anhydrous citric acid 500g (€8.90). These products complement the appliance business and support circular economy approach.
3. Delivery and Installation Services: Additional revenue from delivery services (kerbside delivery from €1.99-€19.99 depending on product type) and home delivery with professional installation (€49-€110 depending on appliance type, plus free old WEEE appliance collection).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

ri-generation regenerates and sells refurbished household appliances (washing machines, dryers, washer-dryers, refrigerators, freezers, wine coolers, ovens, cooktops, hoods, microwaves, air fryers) sourced from commercial returns, end-of-line inventory, warehouse overstock, aesthetic-defect items, and WEEE streams, with 12-24 month warranties. The company also sells its own line of ecological cleaning products (dishwasher powder, washing machine detergent, sodium percarbonate, citric acid) and offers kerbside or installation delivery with free old-appliance collection across Italy including islands. Sales occur through ri-generation.com and the Vinovo retail store.

Product overview

ri-generation is Italy's first appliance regeneration company, operating an e-commerce platform that sells refurbished and reconditioned major and small household appliances. The product portfolio is organized into five main categories: (1) Lavatrici (washing machines) including standard, slim, and top-load models from brands like LG and Candy; (2) Asciugatrici (dryers) including condenser and heat pump models; (3) Frigoriferi e congelatori (refrigerators and freezers) including built-in, freestanding, French Door, and side-by-side configurations; (4) Elettrodomestici cucina (kitchen appliances) encompassing electric ovens, gas and induction cooktops, range hoods, full kitchens, and microwaves from premium brands like Smeg, Bosch, and Elica; and (5) Piccoli elettrodomestici (small appliances) including microwaves and air fryers. The company also offers proprietary ecological cleaning products (detergents) as a complementary add-on. All products undergo rigorous regeneration or reconditioning processes with quality inspections exceeding 30 checks, and come with either 12-month (regenerated) or 24-month (reconditioned) warranties. The business model centers on circular economy principles, recovering appliances from commercial returns, end-of-line products, warehouse overstock, items with minor aesthetic defects, and WEEE recycling streams.

Differentiator

Problem solved

Functional benefit

Products and services

• Regenerated and Refurbished Washing Machines Washing machines regenerated and refurbished by ri-generation, available in standard, slim, and top-load configurations from brands such as LG and Candy, covered by 12-month (regenerated) or 24-month (refurbished) warranty.
• Regenerated and Refurbished Dryers Clothes dryers in condenser, heat pump, and vented configurations from brands including Candy and LG, fully inspected and covered by 12-24 month warranty.
• Regenerated and Refurbished Refrigerators and Freezers Refrigerators and freezers in built-in, freestanding, French Door, and side-by-side configurations from brands such as Candy, LG, Haier, Hoover, Whirlpool, and Miele, regenerated and warranted for 12-24 months.
• Regenerated and Refurbished Kitchen Appliances Kitchen appliances including electric ovens, gas and induction cooktops, range hoods, full kitchens, and microwaves from brands such as Elica, Falmec, Smeg, Bosch, Whirlpool, Electrolux, AEG, and Hoover, fully inspected with 12-24 month warranty.
• Small Household Appliances Small kitchen appliances including microwaves and air fryers from brands like LG, Candy, Hoover, Electrolux, Smeg, and Whirlpool, regenerated and warranted by ri-generation.
• Ecological Cleaning Products ri-generation-branded ecological cleaning products including ecological dishwasher powder (€15.90), ecological washing machine powder (€14.90), pure sodium percarbonate (€4.90), bleaching sodium percarbonate (€7.90), and pure anhydrous citric acid 500g (€8.90), supporting a circular-economy approach to home care.
• Regenerated and Refurbished Wine Coolers Wine storage appliances from brands like Candy DiVino and Haier Wine Bank, available in capacities from 20 to 50 bottles, regenerated and warranted by ri-generation.
• Regenerated and Refurbished Washer-Dryers Combined washing and drying appliances such as the LG F4DV509H0E 9/6kg washer-dryer at €409.00 and Candy Smart CSWS 4852DE, regenerated by ri-generation with 12-24 month warranty.
• Delivery and Installation Service Delivery and home installation service for regenerated and refurbished appliances across Italy (including islands), with optional free collection of old WEEE appliances when installation is selected; kerbside delivery from €1.99-€19.99, installation delivery from €49-€110 depending on appliance type.

Quantifiable outcome

• Up to 40% savings compared to purchasing new appliances
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Sermig (Servizio Missionario Giovani)coreStrategic or Co-development Partner · 1 January 2017ri-generation collaborates with Sermig to offer training and social reintegration opportunities. Through this collaboration, the regeneration work becomes a tool for personal growth and redemption. The partnership combines the company's technical expertise in appliance regeneration with Sermig's social mission, creating opportunities for people to gain skills and dignity through work. The company believes work can be a tool for transformation, and regenerating objects becomes a way to regenerate trust, skills, and future.
• AstelavcoreStrategic or Co-development Partner · 1 January 2017Astelav (acronym for Assistenza Tecnica Lavatrici - Technical Washing Machine Assistance) is the parent company and founding entity of ri-generation. Founded in 1963 by Giorgio Bertolino to continue the life of Riber appliances, Astelav has become one of Europe's main distributors of spare parts for appliances. The third generation of the Bertolino family (Riccardo and Ernesto) created ri-generation from Astelav's pilot project in 2017, leveraging Astelav's deep technical know-how in appliances.
• 4marketingminorOthersWebsite development and platform hosting provider. The ri-generation e-commerce website is powered by 4marketing.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Back Market: Leading European recommerce marketplace for refurbished electronics and appliances. Operates multi-country with significant Italian presence; direct competitor for consumer-demand capture on regenerated devices, though at a vastly larger scale and with marketplace rather than vertical-regeneration model.
• Reconditioned Electronics Italia: Italian-based refurbisher and reseller of regenerated household appliances. Closest geographic and structural competitor operating in similar Italian regen/refurb categories, providing a useful benchmark for category penetration in-market.
• Refurbed: Austria-based pan-European recommerce marketplace for refurbished consumer electronics and appliances. Direct competitor in the circular economy recommerce category, leveraging similar cost-savings messaging and warranty-backed trust framework.

Emerging players

• Reebelo: Singapore-born recommerce platform for refurbished electronics and small appliances expanding into European markets. Comparable circular-economy positioning and refurbished-device consumer-facing model, though presently more electronics-focused.
• Refurb.io: European refurbished electronics and appliances seller with comparable circular-economy positioning and multi-country delivery. Comparable category and operating model though emerging scale; useful peer for benchmarking unit economics and category expansion paths.

Broad incumbents

• Amazon Renewed: Amazon's refurbished/pre-owned storefront offering certified pre-owned and open-box appliances with warranty. Represents a massive incumbent competitor with structurally lower CAC, deeper logistics, and far wider catalog breadth — a key strategic threat to ri-generation's Italian consumer base.
• eBay Refurbished: eBay's certified refurbished program for appliances and major home goods. A mainstream commerce incumbent capturing a comparable Italian-and-European customer looking for warranty-backed refurbished appliances at scale.

Regional players

• Subito: Italy's largest horizontal classifieds marketplace; hosts significant volume of used and refurbished appliances. While not a pure recommerce player, it competes for value-driven Italian consumers shopping for used home appliances and benefits from established household brand recognition.
• Back Market Italia (local entity): Localized Italian storefront of Back Market serving the same consumer and SMB segments as ri-generation. Direct recommerce competitor operating at a regional level within Italy with parent-company capital backing.

Others

• iFixit: Open-source repair and parts ecosystem aligned with the right-to-repair and circular economy movement. Adjacent rather than directly competitive — iFixit enables consumer self-repair and parts reuse, both reinforcing and substituting for ri-generation's regeneration service.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rigeneration.elettrodomestici
• LinkedInlinkedin.com/company/ri-generation

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 ri-generation