About us

+ 60000

satisfied customers since 2015

+ 9

years of activity in the sector

4.7 out of 5

score on Trustpilot

We have been fighting for years for a cleaner and cheaper planet

In March 2015 we founded Smart Generation Srl, the first Italian 100% startup created to exclusively serve the circular economy by dealing with the entire range of Apple devices.

We helped mainstream the concept of Reconditioned and our team over the years has evolved by bringing innovation to the processes of reconditioning used equipment and has grown to improve the already high quality of pre-distribution control.

Our community today counts over 60,000 customers who have bought refurbished or sold their second-hand goods through the platform.

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The evolution of the brand

We archived the colourful brand to make way in 2023 for its redesigned evolution in a modern and elegant key, bringing more value to the distinctive icon.

Rebranding after almost a decade in business is quite rare. There can be many reasons for companies to rebrand: a change of ownership, or perhaps because the sudden evolution of the market forces companies to adapt their corporate communication.

In our case, it was about expressing an important evolution of the company: our name needed a even more innovative and elegant connotationthat would best express our current mission and future vision.

The mission of Smart Generation

Since we created Smart Generation Srlwe have grown significantly. We have gained a lot of expertise, significantly improved our services, expanded our presence in Europe, and launched new features in our platform. What has remained unchanged is our mission: to enable consumers and businesses of all sizes to save money by buying sustainable, high-quality electronics.

Online user behaviour has literally transformed over the last decade. Customers today seek personal connections with their reference brands. They want to be contacted, they want more human contact and they need to interact with industry experts anytime, anywhere. They expect more than just a service: they expect an experience.

We decided to do exactly that: we did not limit ourselves to a mere 'rebranding'. We realised a new platformless articulated, more modern, innovative and feature-rich. A simple platform full of useful tools to reach any information in just a few clicks. A transparent platform.

The new style of Smart Generation® marks an exciting new milestone for our community, our partners and our customers. It is a brand that celebrates the relationships we build with those around us. We are proud to be able to make it as public and loved as its predecessor. Our first brand will remain indelibly in our history and will always be here to remind us that we must always evolve but never forget where we started.