NorthLadder

About NorthLadder

NorthLadder operates a B2B trade-in platform for pre-owned electronics, positioning itself as a key facilitator in the secondary electronics market. Founded in 2017 by Sandeep Shetty, Ricky Husaini, Pishu Ganglani, and Mihin Shah, the Dubai-based company initially launched as BuyBack Bazaar before rebranding in 2021. The leadership team brings substantial experience; CEO Sandeep Shetty was previously the Managing Director at Careem, and CRO & COO Mihin Shah held senior roles at Landmark Group and McKinsey & Company, providing a strong foundation in scaling technology, operations, and supply chain management.

The firm's business model centers on providing a white-label, end-to-end trade-in solution for its partners, which include major retailers, telecommunication companies (telcos), e-commerce platforms, and original equipment manufacturers (OEMs). NorthLadder serves clients like Carrefour, Lulu Hypermarkets, and Samsung brand shops, helping them increase new device sales, improve customer retention, and promote sustainability by encouraging trade-ins. Revenue is generated by facilitating the trade of used devices, such as mobile phones, tablets, and smartwatches, from consumers through their retail partners to a global network of buyers.

The core of NorthLadder's service is its proprietary technology platform, which features a dynamic auction engine connecting devices to over 700 buyers globally. This system is designed to secure the highest possible residual value for traded-in electronics, a value passed on to the consumer to incentivize upgrades. The platform offers an automated assessment process, integrating Apple's diagnostic software for iOS devices, to ensure accurate pricing and reduce grading discrepancies. For its business partners, NorthLadder provides a comprehensive, customizable solution that includes white-labeled apps for retail staff, omnichannel journey support (including at-home pickups), logistics management, and performance monitoring dashboards. This contributes to the circular economy by ensuring used devices are given a second life.

Since its inception, NorthLadder has expanded its operations to over 10 countries and established a European base in Amsterdam. The company has successfully raised $25 million over four funding rounds, including a $10 million Series B in October 2024 led by stc Group's tali ventures. This capital is aimed at fueling further global expansion and platform development as the company targets the pre-owned smartphone market, which is projected to grow significantly faster than the market for new devices.