K-tuin and Foxway: 5x trade-in growth in three years
Spain’s largest Apple Premium Partner,
K-tuin, has successfully turned trade-ins into a scalable part of their customer journey. In partnership with Foxway, the company has implemented a model that supports consistent growth in circular solutions.
In recent years, offering a trade-in solution as a retailer or MNO is no longer considered a novelty. A notable segment of consumers has even learned to expect it. The reason is quite simple. By lowering the upfront cost of a new device, customers have more room to explore. Whether that means stepping up to a premium model or adding cases, covers, more data, cloud services, insurances, subscriptions, or any other services the trade-in provider can offer.
Santiago Del Rey Rivas (Business Unit Director of Refurbished Devices at K-tuin · Apple Premium Partner) shares insights to customer behavior, sustainability, and the impact of partnering with Foxway.
About K-tuin
With over 40 physical stores, as well as an online store, K-tuin is the largest authorized Apple reseller in Spain. Last year, they exceeded €300 million in revenue, including their stores in the Canary Islands, where they operate under the Banana brand, and Andorra.
K-tuin has developed a strong position not only in retail but also in specialized divisions for businesses and educational institutions, which has led them to exceed 450 employees. Founded in 1994, the company has successfully offered expert advice, authorized technical service, and a full range of Apple products for more than 30 years.
Building the partnership on a foundation designed for scale
K-tuin partnered with Foxway in 2023 to strengthen and expand its trade-in program. The objective was to improve processes and offer customers competitive value when upgrading their devices. It was evident from the start that a new implementation must work reliably across a large store network.
“We chose Foxway for their experience in the trade-in ecosystem and circular economy, as well as for the transparency of their processes. For us, it was essential to work with a partner capable of providing a simple and seamless experience both for our customers and for our stores”
Santiago Del Rey Rivas, Business Unit Director of Refurbished Devices at K-tuin · Apple Premium Partner
The onboarding process was implemented smoothly, with structured support, dedicated training, and clear processes enabling fast adoption for all stores across the country. Working together with a dedicated onboarding team from Foxway created a stable operational setup where trade-ins got integrated into K-tuin’s daily workflows quickly and efficiently.
Trade-ins are an everyday reality across customer segments
Since the start of the partnership with Foxway, trade-in has played a growing role in K-tuin’s business, especially in supporting the way customers approach device upgrades.
“The trade-in market is no longer a promise or a bet for the future; it has become an everyday reality that continues to grow exponentially. More and more customers are upgrading their devices, as trade-in reduces the barrier to purchase, especially during the major product launch periods of the year.”
Santiago Del Rey Rivas, Business Unit Director of Refurbished Devices at K-tuin · Apple Premium Partner
Since the beginning of the partnership, we’ve seen continuous and steady growth:
Trade-ins more than tripled after the first year of implementation
A continuously strong momentum with +56.6% growth in 2025
Total trade-in volume increase x5 over 3 years
Year over year, K-tuin has observed growing awareness and openness to trade-ins across customer segments: it’s used by loyal Apple customers, early adopters, users who upgrade every 2–3 years, and even by customers who are not traditionally Apple users but decide to make the switch thanks to the purchasing flexibility this solution provides.
In addition, there are three particularly promising areas that are still at an early stage of development: younger customers, businesses, and customers motivated by contributing to a more sustainable lifestyle.
As customer awareness and demand increase, the system supporting trade-in providers like K-tuin must remain simple and efficient for its users, regardless of whether it’s in a physical store, online, or both.
Reusing tech is essential and unavoidable
While the main motivator for consumers to hand in their old device continues to be economic value, K-tuin is increasingly seeing a greater interest in their customers for creating positive environmental impact by reusing tech. Embracing initiatives that promote sustainable practices as a natural part of daily activities is an essential objective for the company. Thus, seeing the same mindset reflected in customer behavior has convinced K-tuin that keeping tech devices in circulation is no longer just an ambition, but is steadily becoming part of the daily routine for both businesses and private individuals alike.
The environmental benefits for device reuse are straight-forward. Most of a product’s negative footprint occurs during the initial manufacturing phase. By enabling devices to return to the market and be purchased as an alternative to brand new, trade-in can help reduce the demand for newly manufactured devices and mitigate the negative environmental impact of consuming tech.
While the final impact depends on the consumer’s choice, companies like K-tuin play an essential role in enabling circularity. In 2025 alone, the devices we sold into reuse thanks to K-tuin’s partnership represented a potential avoidance of up to 800,000 kg of CO2e. The best part? This potential also gets realized year after year. During 2025, Foxway sold approximately 1.8 million pre-owned mobiles, tablets, and computers and achieved reuse rates of up to 90%.
A model built for continued growth
As the secondary market matures, expectations toward trade-in solutions and partnership capabilities evolve as well. Retailers and telcos are no longer simply looking for a buyback provider, but for partners capable of supporting long-term developments, especially in areas that impact the end-customer experience.
A partnership with Foxway opens the door to broad expertise across the circular tech ecosystem and a wide range of opportunities to expand your company’s circular offering.
“K-tuin chose us for the experience we already had in the industry, and over the past few years we’ve been committed to growing that expertise together, to find the best solutions together. Our communication is what I cherish most in the partnership. They’re always open to new business proposals, eager to contribute to the improvements and new developments we make.”
María Torres, Sourcing Manager IBERIA, Foxway
Whether it’s automation, AI-powered solutions, or any new innovation we’re yet to see unfold, Foxway continues take an end-to-end approach across the circular value chain. And partners like K-tuin have an invaluable role in how we shape the end-customer experience together, ultimately increasing consumer trust in the entire secondary market.
