Dyson & Raylo boost sustainability with refurbished device plans

Dyson has launched a new partnership with Raylo that will allow consumers to access refurbished Dyson products through flexible subscription plans. The collaboration is designed to address pressures around affordability and environmental sustainability in the electronics market.

Circular subscriptions

The scheme introduces what the firms call a closed loop capability, requiring all subscribed devices to be returned to Dyson at the end of each term for refurbishment. The process aims to reduce electronic waste and lengthen the life of each product.

According to recent industry data, less than 60% of used electronics are recycled in the UK. At the same time, over 80% of plastic products are based on virgin materials, and household recycling rates have stagnated for more than ten years. These market figures underline the challenge that the electronics sector faces in moving towards more sustainable approaches.

Government strategy

The partnership comes as the UK Government is preparing to publish its circular economy strategy. The new strategy is expected to encourage businesses to consider circular models as a way to embed sustainability into their operations.

Businesses across consumer electronics have increasingly faced stakeholder pressure to reduce waste, reinforce supply chain efficiency, and build more profitable long-term relationships with customers.

Affordability and access

By offering refurbished Dyson products on flexible subscriptions, the partnership aims to increase the affordability of premium home and personal care devices. Consumers who subscribe will be able to return their products at the end of the term, at which point the items undergo refurbishment before being redistributed through the programme.

Raylo will provide subscription infrastructure for the service. The company already supports other electronics brands, including Apple, PlayStation, Google and Lenovo, in offering devices on similar models. Raylo has so far secured total funding exceeding GBP £150 million from backers such as Macquarie, Channel 4 Ventures, and NatWest.

Industry blueprint

Executives at both companies said the move demonstrates potential for new, more circular growth models in the sector, offering a template for other brands considering similar approaches. The growing popularity of subscription-native retail channels highlights a possible shift in consumer preference from ownership to access-based models, particularly when combined with environmental benefits.

Under the terms of the partnership, Dyson will also gain access to data on customer usage and product lifecycles, potentially informing its longer-term product strategy and levels of customer engagement.

"The commerce landscape is shifting. Leading electronics brands across the world are increasingly looking at ways to move from one-time sales to more circular business models. The Dyson partnership is a perfect example of this in action, whilst benefitting both customers and the environment. But more than this, it reflects two innovative British brands coming together to make technology more affordable and accessible for everyone," said Karl Gilbert, CEO and Founder, Raylo.