Juice

What Juice does

Juice is an Italian consumer-electronics retailer specializing in certified refurbished Apple devices, operating as a brand under the parent company R-Store S.p.A. a socio unico (registered office in Naples; €5,000,000 share capital; founded 1984 lineage). The company sells refurbished iPhones (Series 11 through 17, including the iPhone 16e), iPads, MacBook Air and Pro, iMac desktops, and Apple Watch models, graded by aesthetic condition (Eccellente, Ottimo, Molto buono) and backed by certified Apple diagnostics, a battery-capacity floor of 85% with original-component replacement when below threshold, and a 24-month hardware warranty on purchases from January 2026 (extended from 12 months). It also offers an optional Preowned Protection Plan covering accidental damage, online-to-in-store trade-in valuation, and 0% interest installment financing through PagoDIL and PayPal.

Juice runs a hybrid go-to-market combining a self-serve e-commerce platform (juice.it) with approximately 100 physical retail locations across Italy — including standalone Juice stores and R-Store locations operating as Juice Points — providing in-person sales, support, trade-in finalization, and device repair. Its customer base is concentrated in cost-conscious Italian individual consumers seeking Apple ecosystem access at a discount to new-device pricing, with no disclosed enterprise or B2B segment. Marketing spans a content blog, email newsletter, Google/Meta paid acquisition, and TikTok, supported by HubSpot and Zendesk tooling. Revenue is generated through hardware sales of refurbished devices and accessories, with ancillary streams from protection-plan attach and trade-in transaction fees; specific revenue figures are not publicly disclosed.

Name

Juice

Legal name

R-Store S.p.A. a socio unico

Website

https://juice.it

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

Juice is an Italian certified refurbisher of Apple devices (iPhone, iPad, MacBook, Apple Watch, Mac) selling through juice.it and approximately 100 retail stores across Italy to cost-conscious individual consumers, backed by a 24-month warranty and battery certification standards.

Ownership category

akta.pro rank

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel

Revenue model

1. Refurbished Apple Device Sales: Primary revenue stream from selling certified refurbished Apple devices (iPhone, iPad, MacBook, Apple Watch, Mac). Products are graded by aesthetic condition (Premium, Excellent, Very Good) with corresponding price variations.
2. Accessories Sales: Ancillary revenue from accessories including cases, chargers, screen protectors, AirPods, and charging docks offered during checkout.
3. Trade-in and Buyback Services: Customers can evaluate and trade in their used Apple devices for credit toward new refurbished purchases, with the option to receive cash via bank transfer, store credit, or purchase vouchers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Juice is an Italian retailer specializing in certified refurbished Apple devices (iPhone, iPad, MacBook, Apple Watch, Mac desktops). The company acquires used Apple hardware, refurbishes it using official Apple diagnostic protocols, and resells the devices through both an e-commerce platform and approximately 100 physical retail stores across Italy. Each device is graded by aesthetic condition (Premium/Eccellente, Ottimo, Molto buono) and backed by a 24-month hardware warranty, a battery capacity guarantee of 85% or higher, and optional accidental damage protection.

Product overview

Juice is an Italian certified Apple refurbisher operating an e-commerce platform and physical retail chain with approximately 100 stores across Italy. The company specializes in selling refurbished Apple devices (iPhone, iPad, Apple Watch, MacBook, Mac desktops) alongside accessories and optional protection services. The product portfolio centers on certified refurbished devices classified by aesthetic condition (Premium/Eccellente, Ottimo, Molto buono), each guaranteed with original battery capacity ≥85% or new battery replacement, comprehensive technical diagnostics, and a 24-month hardware warranty as of January 2026. Ancillary offerings include the Preowned Protection Plan for accidental damage coverage, device trade-in valuation services, technical support, and installment payment options via PagoDIL and PayPal.

Differentiator

Problem solved

Functional benefit

Products and services

• iPhone Ricondizionati (Refurbished iPhones)

Quantifiable outcome

• 24-month warranty on refurbished devices (up from 12 months for prior purchases)
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• R-StorecoreChannel Partner/ Reseller/ DistributorR-Store S.p.A. a socio unico is the parent company of Juice. Juice operates as a brand specializing in refurbished Apple products, while R-Store (rstore.it) focuses on new Apple products. R-Store locations also serve as Juice Points for physical retail presence.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Back Market: Leading European online marketplace for refurbished electronics, particularly strong in iPhones. Direct competitor to Juice's refurbished Apple product offering, but operates without a comparable physical retail footprint.
• Refurbed: Austrian marketplace for refurbished electronics (iPhones, laptops, tablets) across multiple European markets. Directly comparable business model to Juice, with similar warranty-based value proposition but pure-play e-commerce.
• Swappie: Finland-based refurbished iPhone specialist with strong presence across Europe. Sells certified refurbished iPhones with warranty — a direct competitor in the same product category as Juice, though mostly online-only.
• reBuy (Rebuy Recommerce): European recommerce platform specializing in refurbished and used electronics with trade-in. Operates across Germany, Austria, France, and other EU markets, paralleling Juice's refurbished Apple retail model.

Broad incumbents

• R-Store (parent company): R-Store S.p.A. a socio unico is the parent company of Juice and operates new Apple retail in Italy. Closely related business — same corporate family, shared physical retail footprint via Juice Points — providing a comparable benchmark and channel partner.
• Unieuro: One of Italy's largest consumer electronics retailers with extensive physical retail. While not refurbisher-focused, it competes for Apple device buyers and the same consumer electronics spend.
• MediaWorld: Major Italian and European consumer electronics retailer carrying new Apple products. Competes for similar consumer electronics customers and is a meaningful adjacency in the Italian retail landscape.
• Amazon Renewed: Amazon's refurbished and certified pre-owned electronics program comparable to Juice offering, with broad selection and marketplace reach. Operates at much larger scale than Juice but lacks the specialist Apple focus and physical retail experience.
• Apple Certified Refurbished: Apple's own official refurbished store, offering certified pre-owned Apple devices with full warranty. Represents the OEM-direct alternative to Juice's third-party refurbishment value proposition.

Emerging players

• SmartFoneStore (UK): UK-based refurbished iPhone and Apple device retailer. Comparable niche specialist in refurbished Apple products, with warranty and condition grading similar to Juice, operating in a different geographic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/rstore
• Xx.com/juice_it
• Facebookfacebook.com/wwwjuiceit

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Juice