Summary

Dyson’s Trade-In program demonstrates how circular business models are transforming the electronics industry. What began as a cooperation with MediaMarkt—old devices exchanged for cashback, then refurbished or recycled—was developed by Dyson into its own take-back program. The result: strengthened customer loyalty, new revenue streams, and measurable environmental benefits. This article analyzes the program workflow, eligible device types, and its economic as well as ecological impact. Discover how the strategic combination of trade-in, refurbishment, and retail partnerships creates a sustainable and profitable business model.

What Is the Dyson Trade-In Program?

The Dyson Trade-In Program is Dyson’s central approach to actively extending the lifecycle of its devices and reclaiming value after first use. Instead of letting old devices circulate uncontrollably on the market, Dyson creates a structured take-back process in which customers can register their vacuum cleaners, air purifiers, or hair-styling devices online and send them in. After a transparent assessment of the device’s condition, they receive model-dependent cashback, and Dyson assumes full responsibility for the product’s second life cycle.

Modern Dyson building with large glass facade reflecting sky; white stylized “dyson” lettering on front

Why and How Was the Program Launched?

In 2025, Dyson officially launched their trade-in program. The idea arose from market pressure, customer requirements, and internal analyses of value loss: many devices fell out of Dyson’s control after the initial sale, for example via platforms like eBay or classified ads, causing Dyson to lose resale value, customer data, and influence over the product lifecycle.

A cost-benefit analysis quickly showed that a trade-in program offers several advantages: it can reduce raw material costs, promote new sales, and strengthen customer loyalty.

For this, Dyson cooperated with MediaMarkt in a pilot project in which take-back and refurbishment processes for used Dyson devices were tested. The insights gained flowed directly into the standardization of the program, enabling Dyson to operate a scalable, efficient system.

How the Dyson Trade-In Program Works:

Dyson’s Trade-In Program follows a continuous process that efficiently captures returns, assesses them, and converts them into circular value creation. The process is deliberately designed to be simple for customers while simultaneously structured so that Dyson maintains maximum control over the second life of its products.

  1. Select & Register Device: Customers check online or in-store whether their old device is eligible and register it.
  2. Return: Devices are sent back via DHL or MediaMarkt.
  3. Assessment & Decision: Dyson evaluates the condition and potential for refurbishment or recycling.
  4. Cashback: Customers receive an amount back depending on the model and condition.
  5. Refurbishment & Recycling: Suitable devices are refurbished, others are recycled according to EU WEEE regulations.
  6. Reuse: Refurbished devices go back on sale, recycled materials return to production or spare parts.

How Does Dyson Benefit?

Overall, the Trade-In Program ensures that Dyson regains control over the second life of its products, minimizes value loss, and at the same time systematically increases revenue, customer loyalty, and sustainability.

A central economic advantage lies in the resale of refurbished devices, which creates a stable revenue stream through B-stock. Devices that cannot be fully refurbished provide valuable components. Material recovery reduces production costs and secures parts for repairs or new models. Additionally, the program strengthens customer loyalty, as trade-in acts as a clear upgrade incentive and encourages repeat purchases. At the same time, Dyson increases the value creation from returns: by controlling the second-hand market, margin losses are prevented and brand perception remains consistent.

How Does Dyson Support Circular Economy and Sustainability?

Dyson’s Trade-In Program makes a tangible contribution to the circular economy by combining ecological responsibility with economic efficiency. A central component is EU WEEE-compliant recycling, which ensures that old devices are properly disassembled and valuable materials such as metals and plastics are recovered. By meeting these requirements, the company avoids fines and regulatory risks while simultaneously strengthening its brand image. In addition, not only resource consumption but also the ecological footprint over the entire product lifecycle is reduced.

Overall, the program ensures that devices remain in use longer, valuable materials are recovered, and Dyson can measurably support its sustainability goals.

Dyson trade‑in promo showing a vacuum’s transparent internals and a hair styler; German headline offers up to €200 cashback for upgrading to Dyson’s newest technology.
Source: Mediamarkt

Dyson & MediaMarkt: Partnership for Trade-In and Circular Economy

Dyson works closely with MediaMarkt to make the return and refurbishment of old devices as easy as possible for customers. Customers can drop off their eligible devices directly at MediaMarkt stores, which serve as local collection points and facilitate forwarding to Dyson. This makes the return process comfortable and low-threshold for consumers.

The partnership also enables an attractive cashback system. MediaMarkt customers receive up to €200 per device for trading in Dyson devices, depending on the model, age, and condition. This increases participation rates and motivates customers to return their old devices.

The cooperation creates a real win-win effect: Dyson retains control over returns, recovers valuable materials, and strengthens customer loyalty. MediaMarkt benefits from additional customer traffic and an attractive service offering.

What Lessons Does the Program Offer for the Industry?

Dyson’s approach shows how trade-in programs can be strategically integrated into corporate logic beyond mere take-back. Other electronics manufacturers can learn how refurbishment, cashback incentives, and partner integration can be combined to achieve both economic and ecological goals. Those who implement circular business models early can secure competitive advantages, minimize regulatory risks, and be perceived as pioneers in sustainability.

Tools and platforms that simplify trade-in, quality control, and logistics—like those from Koorvi—can accelerate program launch and scaling.

To find out how your brand can implement similar circular solutions, take our Circularity Check or contact us to start your journey toward profitable sustainability.

How Is Dyson Further Expanding Its Circular Model?

Since November 2025, Dyson has launched an innovative cooperation in collaboration with Raylo in the UK: customers can use selected Dyson devices through a flexible subscription model instead of buying them outright. The devices are offered refurbished, which extends their lifespan and saves resources. At the end of the subscription, the devices can be returned, reused, or properly recycled. This model combines sustainability with convenience and allows customers to always stay up to date with the latest technology without committing permanently to a product.

FAQs

Why did Dyson launch its trade-in program in 2025 and what problem does it solve?

Dyson launched its official trade-in program in 2025 to address value loss and lack of control over product lifecycles after initial sale. Many Dyson devices were being resold via third-party platforms like eBay or classified ads, causing the brand to lose resale value, customer data, and influence over product second lives. Internal cost-benefit analysis showed that a structured trade-in program could reduce raw material costs through component recovery, promote new sales through upgrade incentives, and strengthen customer loyalty through continuous engagement. To validate the approach, Dyson cooperated with MediaMarkt in a pilot project testing take-back and refurbishment processes, with insights flowing directly into standardization enabling a scalable, efficient system.

How does Dyson’s trade-in program work from customer return to product reuse?

Dyson’s trade-in follows a streamlined six-step process designed for customer simplicity and maximum brand control. Customers select and register their eligible device online or in-store, return devices via DHL or MediaMarkt collection points, and receive assessment where Dyson evaluates condition and refurbishment potential. Based on assessment, customers receive cashback amounts depending on model and condition, with up to €200 available through MediaMarkt partnership. Suitable devices undergo professional refurbishment while others are recycled according to EU WEEE regulations, with valuable materials like metals and plastics recovered. Finally, refurbished devices return to sale as certified B-stock while recycled materials flow back to production or spare parts inventory, creating a closed-loop system.

What business benefits does Dyson gain from its trade-in program beyond sustainability?

The trade-in program delivers multiple strategic business advantages for Dyson. Resale of refurbished devices creates stable revenue streams through certified B-stock sales, while devices unsuitable for full refurbishment provide valuable components. Material recovery reduces production costs and secures parts for repairs or new models, directly impacting manufacturing economics. The program strengthens customer loyalty by acting as clear upgrade incentive encouraging repeat purchases and creating continuous brand engagement touchpoints. By controlling the secondhand market, Dyson prevents margin losses from uncontrolled third-party resale and maintains consistent brand perception across all product lifecycles. Additionally, the program increases value creation from returns, transforming what was previously loss into systematic revenue generation.

How does Dyson’s partnership with MediaMarkt enhance the trade-in program experience?

Dyson’s collaboration with MediaMarkt creates a low-barrier, customer-friendly trade-in ecosystem. MediaMarkt stores serve as local collection points allowing customers to drop off eligible devices directly in-store, making the return process comfortable and accessible without shipping hassles. The partnership enables an attractive cashback system where MediaMarkt customers receive up to €200 per device depending on model, age, and condition, significantly increasing participation rates and motivating returns. This cooperation creates genuine win-win effects: Dyson retains control over returns, recovers valuable materials, and strengthens customer loyalty, while MediaMarkt benefits from additional customer traffic and an attractive service offering that differentiates them from competitors while supporting circular economy principles.

What lessons can other electronics brands learn from Dyson’s circular business model?

Dyson’s approach demonstrates how trade-in programs can be strategically integrated into corporate logic beyond mere take-back initiatives. Key insights include combining refurbishment, cashback incentives, and retail partner integration to achieve both economic and ecological goals simultaneously, piloting programs with strategic partners like MediaMarkt to validate processes before scaling, and maintaining brand control over secondhand markets to prevent value loss and ensure consistent quality perception. Brands implementing circular business models early can secure competitive advantages, minimize regulatory risks from evolving EU WEEE and circular economy requirements, and position themselves as sustainability pioneers. Since November 2025, Dyson has further expanded its circular model through UK collaboration with Raylo offering flexible device subscriptions with refurbished products. Electronics manufacturers exploring similar implementations can accelerate program launch and scaling through specialized platforms. Companies can assess their circular readiness at koorvi.com.