Client: refurbed
Project timeline: 2024
Europe’s leading marketplace for refurbished products, refurbed, launched its operations in Finland in autumn 2024. Kaskas served as the company’s communications partner for the launch. We created a comprehensive PR plan that secured broad media coverage—from Yle’s TV news to business and tech outlets.
What was this about?
Originally from Austria, refurbed is Europe’s leading marketplace for refurbished products, offering consumers reliable and sustainable refurbished devices at up to 40% lower prices than their new counterparts. The company’s business is built on the principles of the circular economy, and its ambition is to become the “Green Amazon”—expanding its product range beyond consumer electronics to include items like home appliances and sports equipment. On average, refurbished devices generate about 80% less carbon emissions and electronic waste compared to manufacturing new ones.
In 2024, refurbed set out to launch its operations in Finland. The company aimed to build strong brand awareness and make refurbished devices an attractive and credible option for Finnish consumers. Kaskas served as refurbed’s strategic communications partner in this launch effort.
What did we do?
At the start of the collaboration, we familiarized ourselves with refurbed’s offering, brand, and PR work in other markets. We also reviewed the competitive landscape and public discourse on the topic in Finland. Based on this background, we developed launch messages tailored to the Finnish market and a media communications plan covering general, business, and technology media. Our goal was to gain visibility in the most prominent national outlets, as well as 5–7 additional articles in other media.
We planned and organized a press event featuring refurbed co-founder Kilian Kaminski, Finnish board member Kim Väisänen from Evli Growth Partners, and Janek Ahlvik, CEO of refurbed’s local refurbishment partner Multicare. At the event, they briefed journalists on refurbed’s business and goals in the Finnish market. Additionally, we arranged pre-launch interviews with selected media outlets and distributed a press release to a wide media network.
How did it go?
During launch week, refurbed gained significant media visibility in Finland, clearly exceeding the set targets. In total, the launch generated 11 media articles, as well as TV and radio coverage, reaching nearly 1.7 million Finns.
Company founder Kilian Kaminski and Janek Ahlvik, CEO of refurbishment partner Multicare, were interviewed for Yle’s TV and radio news, and the launch was covered by outlets including Talouselämä, Hufvudstadsbladet, and several tech-focused media such as Mikrobitti, Tekniikan Maailma, Tivi, Mobiili.fi, Muropaketti, and Uusiteknologia.fi.
The company’s entry into the Finnish market has been a successful start, making this one of refurbed’s most successful market launches to date. In just six months, the company has already sold over 15,000 products in Finland.
“Working with Kaskas has been incredibly smooth, professional, and successful. We are extremely pleased with the results we’ve achieved in Finland and are excited about all the new stories we’ll get to tell in this fascinating market!”
– Sarah Christine Weyers, Global PR Lead, refurbed.
Kaskas continues as refurbed’s communications partner in Finland, helping the company build brand awareness and supporting the shift in Finnish consumer habits toward more sustainable choices.
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