Refurbished tech firm Back Market gets physical in New York City with first ever retail store

Back Market, a marketplace for verified refurbished electronics, has announced the opening of its first ever retail store in New York City.

The aim here is to show New Yorkers firsthand how circular economy principles can power a smarter, more sustainable future.

“The SoHo store is about showing what’s possible,” says Thibaud Hug de Larauze, Co-founder and CEO at Back Market. “When people experience refurbished tech in person, they see the quality, the savings, and the potential to live smarter. We believe this pilot can spark real trust and momentum for a more sustainable way forward.”

Key features of the store include: 

A “new vs. refurbished” interactive that challenges visitors to spot the difference and provides an opportunity to interact directly with refurbished tech.

Dynamic price tags and grading explain exactly why devices cost what they do.

Device diagnostics, screen repairs, device cleanings, repair advocacy, and trade-in options that highlight the ongoing value of what people already own.

Home to Google Fi Wireless. Shoppers can explore mobile plans that align with Back Market’s mission of smarter, not newer.

Community panels and workshops that engage locals in conversations about fast tech, sustainability, and smarter consumption.

“Only 5% of Americans buy refurbished smartphones today, however, the growth we’ve seen proves that’s about to change,” says Lauren Benton, General Manager, USA at Back Market. “In Europe, refurbished tech is already a $50 billion market, and the same shift is underway in the US. We see younger consumers leading the charge, with 60% of Gen Z are trying refurbished for the first time, and with our SoHo store, we’re making refurbished real, visible, and impossible to ignore.”

The store is open through to 21st December and is located at 449 Broadway, New York, NY 10013. It was created in partnership with Mythology, a New York-based creative agency.

2025 RTIH INNOVATION AWARDS

Physical stores will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.