SOFI Group
SOFI Group, through its SMAAART brand operated by Econocom Factory, refurbishes and sells computers, smartphones, and tablets direct-to-consumers and businesses via its French e-commerce platform, with all work performed at its owned factory in Hérault, France.
- Company typePrivate
- Founded1986
- HeadquartersSaint-mathieu-de-tréviers, France
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What SOFI Group does
SOFI Group operates in the refurbished consumer electronics market primarily through its consumer brand SMAAART, which sells refurbished computers, smartphones, and tablets direct-to-consumers via the smaaart.fr e-commerce platform and through a dedicated enterprise channel for corporate fleet procurement. The company's core operations are conducted at an owned factory in Saint-Mathieu-de-Tréviers (Hérault, France), where devices undergo industrial-grade refurbishment with up to 60 quality inspection points for smartphones/tablets and up to 40 for computers, secure data erasure, and optional battery replacement. Approximately 80% of refurbished units are sourced from France (telecom operators, corporate fleet buybacks, consumer trade-ins).
The business model is a direct-to-consumer e-commerce retailer with unit-based pricing (entry-level refurbished smartphones from €60 to premium laptops at €833), backed by a 12-month standard warranty extendable to 24 months, free shipping above €399, and a 15-day return policy. SMAAART functions as the consumer-facing brand of Econocom Factory, a subsidiary of Econocom Group, a major European digital transformation company. The company holds multiple certifications including Ecovadis Platinum (2025), SGS, RECQ quality refurbishment label, French Entreprise à Mission status (2023), AFAG, and Entreprendre ESS, positioning it as an ESG-credentialed circular-economy operator. Customer segments span individual consumers/families, students and mobile professionals, gaming users, and a growing enterprise/B2B channel for corporate IT procurement.
SOFI Group firmographics
Firmographics- Name
- SOFI Group
- Legal name
- Econocom Factory
- Website
- https://sofigroupe.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- SOFI Group, through its SMAAART brand operated by Econocom Factory, refurbishes and sells computers, smartphones, and tablets direct-to-consumers and businesses via its French e-commerce platform, with all work performed at its owned factory in Hérault, France.
- Ownership category
- akta.pro rank
SOFI Group industry classification
Industry- Product category
- Refurbished Consumer Electronics
- NAICS
- Electronics and Appliance Retailers (44921)
- SIC
- Wholesale-Computers & Peripheral Equipment & Software (5045)
- akta.pro primary industry
- Certified Refurbished Electronics Retail (CRACAJAD)
- akta.pro secondary industry
- Refurbished, Used & Recommerce Smartphones (CRACALAG)
Keywords
Where SOFI Group is headquartered
LocationHeadquarters
- HQ city
- Saint-mathieu-de-tréviers
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
SOFI Group business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Refurbished electronics sales: Primary revenue stream from selling refurbished computers, smartphones, and tablets directly to consumers and businesses through their e-commerce platform. Products are sold at various price points based on condition grade and specifications. Includes optional warranty extensions and accessories sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer refurbished electronics with tiered pricing based on cosmetic condition |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
SOFI Group product offering
Product offeringCore offering
SOFI Group, through its SMAAART brand operated by Econocom Factory, sells refurbished computers, smartphones, and tablets directly to consumers and businesses via its own e-commerce platform smaaart.fr. Devices are refurbished in-house at the company's factory in Saint-Mathieu-de-Tréviers (Hérault, France), with up to 60 inspection points for smartphones/tablets and 40 for computers, secure data erasure, and warranty up to 24 months.
Product overview
SMAAART is an e-commerce platform operated by Econocom Factory, specializing in refurbished electronics manufactured in France. The product portfolio centers on three core product categories: (1) Refurbished computers including Windows PCs (laptops and desktops) from Lenovo, Dell, HP, and Microsoft Surface brands, plus Apple MacBooks and iMacs; (2) Refurbished smartphones spanning iPhone, Samsung Galaxy, Xiaomi, Motorola, and Crosscall; and (3) Refurbished tablets including iPad and Samsung Galaxy Tab lines. The company also offers complementary accessories such as screens, bags, keyboards, mice, hard drives, and docking stations. All products undergo rigorous quality control testing (up to 60 inspection points for smartphones/tablets, up to 40 for computers) at the company's factory in Hérault, France, and come with a 12-month warranty extendable to 24 months.
Differentiator
Problem solved
Functional benefit
Products and services
- Refurbished Windows PCs Refurbished Windows computers (laptops and desktops) from Lenovo ThinkPad, Dell Latitude, HP EliteBook/ProBook/ZBook, Microsoft Surface, and other brands; sold in three cosmetic grades with up to 40 inspection points, available with new batteries and AZERTY/QWERTY layouts; includes gaming, ultralight, and office-use selections. Targets individual consumers, students, professionals, and gaming users in France.
- Refurbished Apple Mac (MacBook and iMac) Refurbished Apple MacBook Pro, MacBook Air, iMac, Mac Studio, and Mac Mini models; undergo the same in-house refurbishment and quality control process as Windows devices; sold with 12-24 month warranty and graded cosmetic conditions. Targets Apple-loyal consumers and creative professionals in France.
- Refurbished Smartphones Refurbished smartphones including iPhone models, Samsung Galaxy (A, S, XCover, Z Flip, Z Fold), Xiaomi, Motorola, and Crosscall; undergo in-house refurbishment with up to 60 inspection points, secure data erasure, and optional new battery; sold in three cosmetic grades with 12-24 month warranty. Targets individual consumers and business fleet buyers in France.
- Refurbished Tablets Refurbished tablets including iPad (iPad 10, 9, 8, 7, 6, 5, Air, Air 2) and Samsung Galaxy Tab S, A, and Active lines; in-house refurbishment with up to 60 inspection points, data erasure, and grading; sold with standard warranty. Targets individual consumers, students, and mobile professionals in France.
- Accessories and Peripherals Refurbished screens, bags, cases, keyboards, mice, hard drives, adapters, privacy filters, docking stations, and smartphone accessories/cases (iPhone cases). Sold as complementary items to refurbished computers, smartphones, and tablets. Targets individual consumers and businesses purchasing device bundles in France.
Quantifiable outcome
- 52kg CO2 saved per refurbished phone vs new (ADEME study)
- +3 more outcomes
Companies that use SOFI Group
Customer profileSegments4 records
Ideal customer profiles2 records
SOFI Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
SOFI Group partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Econocom GroupcoreEconocom Group is the parent company and owner of the SMAAART brand. SMAAART products are operated and sold by Econocom Factory, the manufacturing and refurbishment division of Econocom Group. Econocom is a major European digital transformation company providing strategic backing and operational resources.
- Région OccitanieminorRegional government partner supporting the company's operations in the Occitanie region of France where their factory is located.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
SOFI Group competitors and assessment
Company assessmentRegional players
- ReBuy: German refurb and recommerce player for electronics (with broader categories), serving DACH rather than France. Comparable in refurbished CE focus and trade-in model but geographically distinct.
Direct peers
- Okamac: French specialist in refurbished Apple Mac and iPad products sold direct-to-consumer. Overlaps with SMAAART's MacBook, iMac and iPad ranges and addresses the same Apple-loyal buyer segment.
- Certideal: French refurbished smartphone and tablet retailer with a tiered grading system and direct e-commerce storefront. Closely matches SMAAART's flagship categories (iPhone, Samsung, iPad) and warranty-led positioning.
- Refurbed: Austrian-founded refurb electronics marketplace active across Europe. Competes in the same category (phones, laptops, tablets) with a similar warranty-first value proposition and is one of SMAAART's primary continental competitors.
- Back Market: French-founded global marketplace for refurbished electronics (smartphones, laptops, tablets). Directly comparable as a multi-category refurb player; same product breadth and French heritage, but operates as a marketplace aggregator rather than an integrated refurbisher-retailer.
- Recommerce: French refurb specialist focused on smartphones and connected devices with B2B trade-in and buyback programs. Highly comparable given overlapping French footprint, telecom-channel sourcing and enterprise fleet exposure.
- Largo: French refurb platform offering refurbished smartphones, tablets and laptops with warranty and trade-in services. Operates in the same French consumer and B2B channels as SMAAART.
- Ecoo: French refurbished smartphone e-tailer with grading, warranty and trade-in flows. Directly comparable in product scope, customer target and DTC e-commerce business model.
- Cybertek: French retailer of new and refurbished PCs, components and peripherals. Comparable as a French refurb-of-computers specialist with overlapping SKUs (laptops, desktops, accessories) and similar value-conscious customer profile.
Broad incumbents
- Cdiscount: Large French e-commerce marketplace with a dedicated 'Cdiscount Reconditionné' refurbished electronics offering. Competitor at the marketplace layer in France rather than as a dedicated refurb specialist.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SOFI Group social profiles
Digital presenceSOFI Group compliance and trust
Trust signalCompliance3 records
SOFI Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
SOFI Group leadership team
Management profileNumber of profiles
SOFI Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SOFI Group 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 SOFI Group
What does SOFI Group do?
SOFI Group, through its SMAAART brand operated by Econocom Factory, sells refurbished computers, smartphones, and tablets directly to consumers and businesses via its own e-commerce platform smaaart.fr. Devices are refurbished in-house at the company's factory in Saint-Mathieu-de-Tréviers (Hérault, France), with up to 60 inspection points for smartphones/tablets and 40 for computers, secure data erasure, and warranty up to 24 months.
Is SOFI Group a public or private company?
SOFI Group is a private company. It is classified as corporate owned and is currently operating.
When was SOFI Group founded?
SOFI Group was founded in 1986. It employs 51 to 100 people.
Where is SOFI Group based?
SOFI Group is headquartered in Saint-mathieu-de-tréviers, France, in the Europe region.
How does SOFI Group make money?
One revenue line is on record: refurbished electronics sales.
Who are SOFI Group's main competitors?
ReBuy is listed as a regional player. Direct peers are Okamac, Certideal, Refurbed, Back Market, Recommerce, Largo, Ecoo and Cybertek. Cdiscount is listed as a broad incumbent.
Does SOFI Group have an API?
No public API is recorded for SOFI Group.
What industry is SOFI Group in?
SOFI Group's product category is Refurbished Consumer Electronics. Its primary akta.pro industry code is CRACAJAD, Certified Refurbished Electronics Retail, with a secondary code of CRACALAG, Refurbished, Used & Recommerce Smartphones. Its NAICS code is 44921 and its SIC code is 5045.