o be experiencing a boom period. And Australians aren’t just turning to online platforms such as Gumtree and Facebook Marketplace to fill this need. Rather, an increasing number of businesses are seeking to help customers find renewed and repaired products. One such example is Circonomy, a leading recovery, repair, and resale social enterprise for retail and commercial products. A world without waste Last year, Officeworks acquired a 21 percent stake in this Brisbane-based company – formerly known as the World’s Biggest Garage Sale – which plans to bring circularity to the forefront of mainstream retail by refurbishing, repairing, repurposing, reselling, and recycling dormant goods. Founder Yasmin Grigaliunas told Inside Retail that Circonomy’s vision is to create a world without waste, by preventing used or imperfect products from ending up in landfill. It does so by ensuring the items have a life beyond their first use. Circonomy CEO Ryan Swenson added that Circonomy, which has outlets in Queensland, Victoria and New South Wales, is mobilising dormant goods, including customer returns, excess stock, and depreciating assets like furniture that still possess value in their existing form, or can be recycled into something else. The objective, he said, is to stimulate demand for these products, and make it as convenient as possible to purchase renewed items. “Affordability is a big driver, [and] sustainability goes hand in hand with that,” Swenson said. Trust and value According to Swenson, a crucial element in the resale furniture market involves shifting perceptions about pre-owned products. Where consumers might have previously viewed these products as inferior, they now undergo refurbishment and repair to meet new standards. He added that Circonomy offering renewed products can be up to 80 per cent cheaper than new items and that the organisation ensures quality control and supply chain transparency – which can be absent on second hand platforms like Gumtree and Facebook marketplace. “[From the outset] customers wanted easy access to affordable products, and were seeking reputable businesses where they could shop with warranties. It’s almost that risk mitigation when they were buying something that was considered less than perfect,” Grigaliunas said. However, over the years, she believes that the second-hand marketplace has evolved and matured, with the stigma around reused products diminishing.  Consumers have become increasingly comfortable purchasing used and renewed items. Swenson also explained that the ability for consumers to touch, see and feel products at Circonomy’s outlets is critical in ensuring that the products are functional and fit for use. “We’re making sure that we’re refurbishing and repairing to the highest standards. From a sustainability and product perspective, it’s about how we can get it back to the best value that product can deliver,” he said. “It’s using repair specialists in our team [and] providing warranties, which ultimately provides that point of trust that consumers are looking for.” Removing barriers Amid ongoing cost-of-living pressures, which have impacted consumers and retailers alike, people are increasingly seeking strong value propositions when making purchases. This is particularly the case when it comes to furniture and homewares.   However, this economic environment has benefited Circonomy. Its product offering and price point have resonated with customers, with the organisation experiencing strong sales growth in recent months. And though affordability has been a strong sales driver, Swenson believes that consumers are likely to return – even if financial pressures ease – with consumer behaviour remaining sticky. “It’s not just about cost saving, it’s also about time-saving, with the products [accessible and] ready to go,” Grigaliunas added. The target audience for Circonomy is largely diverse, encompassing people of all ages. According to Swenson, this is partly due to the “mainstreaming of sustainability and circularity” in the Australian marketplace. This change has, in large part, been driven by businesses who are striving to adopt more eco-conscious practices. “What we’re observing on the corporate side is people with dormant goods who want to find a solution so they don’t go to landfill. This has been difficult in the past because there haven’t been solutions at scale” he said. “On the flip side, individuals want to play an active role when it comes to sustainability. When you remove those barriers [around accessibility, convenience and price] you see that uptake.” And while the emphasis on waste reduction isn’t a new concept – with previous generations placing a strong emphasis on repairing and reusing products – Swenson believes that there’s renewed enthusiasm in the current market. “I think where the conversation is maturing is through conversations around lifecycle impact,” he said. “Calculating the carbon benefits of keeping products in use for longer, and avoiding buying [new], will become [more mainstream] by leaders who are highly engaged, and thinking about their carbon footprint. “It will also become more broadly discussed and understood over time.” Buying seconds, first. In terms of how consumers and businesses can reduce product waste, Circonomy has pushed the “buy seconds, first” mantra, and sought to expand the second-hand market. According to Grigaliunas, the goal is for consumers to be able to walk into a mainstream retail store, and just as easily be able to purchase a second hand or previously dormant product as they can a new item. “I imagine us walking into stores and seeing Circonomy renewed products integrated with standard supply chain products and materials that are new,” she said. Swenson added that the precedent has been set through the integration of renewed technology, with second hand phones and computers readily available across major retailers.