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Breezy enters African market through franchise model
Breezy, a subsidiary of the ASBIS Group specializing in refurbishment and remarketing of used digital devices, has begun operations in the Republic of South Africa. For the first time, the company has decided to enter a new market using a franchise format. ASBC, a company from the ASBIS Group, has become Breezy’s franchisee in South Africa.
Expansion into the African market represents a significant step in Breezy’s development strategy. The company holds a strong, dominant position in nine markets across Central Asia and the Caucasus, and since 2024 has been expanding its presence in the European Union, the Middle East, and now Africa.
Breezy is introducing the franchise model, marking a significant shift in its approach to growth in new markets. Until now, the company has grown organically. With the newly implemented franchise model, Breezy is entering a new phase of operations, confirming that its business model is scalable.
Breezy’s operations in South Africa will be carried out through a three-way partnership among companies within the ASBIS Group: Breezy (technology partner and provider of Trade-In solutions), ASBC (operational partner managing local operations and investments), and ASBIS South Africa (ensuring effective communication with retailers while increasing product affordability). This approach leverages the unique strengths of each participant to rapidly achieve business objectives.
“We have been developing Breezy from the very beginning, so I am pleased that it is now a mature organization introducing the franchise model, which will enable the business to scale more rapidly. This is Breezy’s first franchise, but I am confident that in the future the franchise model will become a significant element of Breezy’s global brand development,” said Serhei Kostevitch, CEO of ASBIS Group.
“We’re exploring further expansion into new countries through a franchise model. Over the years, we’ve built deep expertise and a robust technological foundation for Trade-In, which we continue to invest in and evolve. We’re now ready to offer our innovative, turnkey solution to companies looking to grow a successful Trade-In business in their markets while making new devices more affordable for customers and increasing sales and average transaction value. We believe this opportunity will especially appeal to major electronics distributors focused on affordability,” said Andrii Kosar, General Manager of Breezy.
