NorthLadder’s European Chapter

NorthLadder’s European Chapter: A Conversation on Growth and Sustainability 

At NorthLadder, we are focused on creating growth, championing sustainability, and fostering meaningful connections. Earlier this week, Joost Wijermars, NorthLadder’s Managing Director for Europe, shared insights with Pieter Waasdorp, a leading voice in the global secondary market for consumer electronics and editor of Secondary Market News, about the exciting future ahead for our company. 

The conversation took place at our newly established European headquarters, known as the “Tree House” in Utrecht, Netherlands. This milestone, achieved just months after acquiring Renewd, marks our deepening commitment to the European market. Reflecting the company’s ethos of sustainability and collaboration, the “Tree House” serves as the perfect environment for discussing NorthLadder’s mission and ambitions. 

Here, we are thrilled to share key takeaways from Joost’s reflections on NorthLadder’s recent achievements, challenges, and goals for the future. 

Reflecting on 2024: A Year of Transformation 

Joost highlighted that 2024 was a defining year for NorthLadder, with the integration of Renewd playing a central role. This pivotal step aligns with our mission to bring circular solutions to the forefront of trade-in practices in Europe. Describing the journey, Joost noted, “Integrating Renewd into NorthLadder was like starting a new company. The challenge lay in adapting to new structures while ensuring operations remained seamless. Thankfully, with the exceptional efforts of both teams, we’ve built a strong foundation for growth.” 

With the integration now complete, NorthLadder is ready to shift its focus to scaling operations across Europe, leveraging this transformation to explore the immense opportunities in the region. 

Revolutionizing Trade-In Practices in Europe 

A key focus for Joost was NorthLadder’s strategy to elevate trade-in programs in Europe. He pointed out, “The trade-in ratio for telecom operators in Europe is astonishingly low at under 5%. Our goal is to raise this to over 25%, and we are confident in our ability to make this happen.” 

The foundation of this confidence lies in our multi-buyer auction platform, which ensures competitive trade-in values. “By offering prices well above market standards, we boost attach rates for telecom operators and retailers while enhancing customer retention,” Joost explained. 

He also highlighted NorthLadder’s omnichannel strategy, which supports customers at every touchpoint. “Whether through instant online discounts, trade-in self-services in-store, or home pickups, we are meeting customers where they are,” Joost shared. As a trusted Apple partner, our AI technology simplifies the process by evaluating a device’s condition in minutes, ensuring a fast and reliable experience. 

Expanding NorthLadder’s Footprint 

Joost acknowledged the challenges of being a newcomer in the European market but emphasized the positive reception and immense potential. “We are introducing sustainable, closed-loop solutions tailored for this region. Already, our strong ties with manufacturers in the GCC, Asia, and Australia have laid the groundwork for success. South Africa will soon join as our first African market,” he said, adding that we are close to securing a major European partner. 

Addressing the inefficiencies in the traditional supply chain, Joost shared compelling data: “The secondary supply chain often involves seven intermediaries before a traded-in device reaches the end user. By streamlining this process, we ensure higher trade-in values. For instance, our average trade-in value for an Apple iPhone in a recent quarter was 45% higher than a leading U.S. competitor, while Android values were 90% higher.” 

Bridging Markets and Sustainability 

Sustainability remains central to NorthLadder’s mission. Joost affirmed, “Sustainability isn’t just a buzzword for us; it’s embedded in everything we do. By extending the life of electronic devices and supporting a circular economy, we are actively reducing e-waste and contributing to a greener future.” 

This commitment extends beyond trade-ins, as NorthLadder aims to create an ecosystem where businesses, consumers, and the environment all benefit. Our innovative practices are reshaping the secondary market for electronics and fostering long-term value. 

Looking Ahead to 2025 and Beyond 

With the establishment of our European headquarters and the strategic acquisition of Renewd, NorthLadder is poised for transformative growth in 2025. By prioritizing sustainability and innovation, we aim to redefine trade-in practices and strengthen the telecom and retail sectors across Europe. 

Joost concluded with optimism: “The real work starts now, and we are excited about the path ahead.” As NorthLadder continues to grow, our mission remains clear—to create a sustainable and inclusive future for all stakeholders. 

Want to explore Joost’s full insights? [Read the full interview here] to learn more about NorthLadder’s vision and how we are shaping the future of the secondary electronics market.