“If we can’t fix it, we will replace it with the equivalent phone, if not better. “It gets a new 13-month guarantee and all the tests a new phone would have. “We get the phone, we diagnose and test it, we repair it, and we then put it through our polishing facility and regrade it. “We can be quite aggressive with our customer service, as within five working days, we can either fix or replace devices,” Whitehead explained. Once these devices have been assessed and graded, they will be packaged and sent out to customers. “They all come with a 13-month guarantee, which is more than what Apple offers on new devices!” “There is no difference between our best A-grade and worst C-grade functionality-wise – it is purely cosmetic,” said Whitehead. Then any necessary repairs and polishing are carried out before devices are sold on to customers. Products are generally sourced by Dulla from trusted partners and auctions in the US and Europe.ĭuring busy periods, 30,000 products a month can arrive at Phoenix, where they are all cosmetically checked and initially graded. “The unique thing about Phoenix is that we do everything in-house, so all of our processes – from purchasing to upgrading, polishing, repairing, retesting and dispatching – are done here in Crewe.” Everything is done here, but Phoenix will be moving to a new facility in the summer Trusted partners “It’s been a tough time for everybody with everything going on in the world, but I think the refurbished sector presents a tremendous growth opportunity”, said Whitehead. Whitehead said that meeting owners Marc Walters, Paul Walters and Andrew Dulla in 2021 had made him realise how brilliant an opportunity there was in the in-demand refurbished market, and he was really impressed with the business. Phoenix Cellular also appointed Nigel Whitehead as director of business development last June, bringing with him more than 20 years of experience in the mobile industry. The customer focus is on businesses rather than going direct to consumers, including retailers, distributors, wholesalers, insurance companies and operators.Ī lot has changed since our last visit, with the company netting a Queen’s Award for Enterprise in 2020, and appearing in editions of the Sunday Times Fast Track 100 and International Track 200. It’s been more than three years since Mobile News last ventured up to Crewe to visit Phoenix Cellular, and the company still claims to be Europe’s top distributor of refurbished mobile phones. We visited the firm in Crewe to find out more
Refurbished player Phoenix Cellular is looking to go after larger accounts and multifaceted relationships with customers, after setting out a long-term strategy.
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