Genuine Solutions rebrands GSUK recycling division as Recyclewise


The company has confirmed it will rebrand its GSUK business to Recyclewise this monthGenuine Solutions Limited (GSL) is to rebrand its environmental recovery business GSUK as Recyclewise in October, the company has confirmed.

The Chessington-based business said it has made the decision based on GSUK’s continued growth, adding it felt it was time to sever its identity from the distribution side of the company.

GSUK provides accessory and handset recovery services for some of the biggest mobile firms in the UK, including Orange, T-Mobile, O2, Vodafone, Three and Carphone Warehouse.

Products received typically include 14-day returns, end-of-life disposals, damaged stock, recycling and waste disposal – the latter involving accessories and handsets being broken down and the parts reused or recycled.

The firm has a presence in more than 14 countries in Europe. It also manages all accessories received by recycling giants Mazuma Mobile and Envirofone.

GSL MD Christian McBride told Mobile News that since 2008, GSUK has recovered more than eight million individual accessories – diverting around 200 tonnes from landfill waste each year.

GSUK added handset recovery to its portfolio in 2010, and it now has direct relationships with a number of handset manufacturers including Samsung and LG.

The firm handles around 10,000 units per month which, if possible, are refurbished and tested before being resold to the market.

GSUK has now expanded to recover other non-cellular items including laptops and even set-top boxes through relationships with Virgin Media among others, with numbers topping 500,000 in the first nine months.

The firm’s performance saw it winning the Green Apple Award at the Houses of Parliament last year.

McBride said: “The industry has known us as Genuine Solutions Limited for the past six or seven years, but GSUK has grown to such a size we feel now is the time to give it a clearer identity and presence in the market.

“We offer a unique proposition not only for mobile but more recently tablets, laptops as well as modems, routers and set-top boxes. It’s continued to develop and grow and will continue to do so.”

GSUK MD Ewan Fraser, who joined the firm in 2009 from Scottish mobile recycling firm S3i, added: “GSUK is not a customer-facing business, unlike other parts of the GS Group, but behind the scenes we work very closely with some of the biggest players in the industry.

“The business has evolved out of Genuine Solutions Limited and has very much become its own animal over the last few years and deserved its own recognition.”