Bang & Olufsen’s Reloved programme is now live

For nearly a century, Bang & Olufsen (B&O) has set the standard for luxury sound and timeless design. But true craftsmanship isn’t just about creating products that last – it’s also about ensuring they live on, even beyond their first owner.  

That’s the thinking behind Reloved, B&O’s new resale programme, where high-end audio products get a second life with the same quality and care that went into their creation. 

With Reloved, B&O takes back pre-owned products, refurbishes and certifies them, and resells them via its own e-commerce site. Each product comes with a warranty and certification, ensuring it meets the same high standards of luxury and timelessness that define the brand. 

Built to reflect the brand’s DNA 

To bring Reloved to life, B&O partnered with IMPACT Commerce to design a seamless digital resale experience that matches the brand’s iconic design and premium positioning. Key deliverables include: 

• Customer experience mapping 
• User testing 
• Wireframing 
• Digital design 
• Architecture & integration design 

The result is an elegant, user-centric platform that strikes a delicate balance between convenience, premium feel, and the uniqueness of each product. 

Balancing brand feel, convenience, and product uniqueness

Selling refurbished products online comes with a unique set of challenges. Every item carries its own story – with subtle signs of previous use – meaning no two products are exactly alike, even if they share the same model, colour, or grade. 

How do you craft a digital experience that highlights this uniqueness, while still delivering a sense of trust and timeless luxury? And how do you ensure the experience isn’t perceived as a second-hand marketplace, but as an extension of the premium B&O universe? 

We look forward to sharing more on how we’re solving these challenges to make Reloved feel just as effortless and exclusive as buying new.