BikeBiz Bicycle and cycling retail news
In response to the rapid growth of the second-hand market, Orbea and the reconditioned e-bike platform Upway are teaming up to help retailers tap into the booming circular economy for electric bikes.
Through this new partnership, Orbea dealers can now directly integrate Upway’s turnkey
trade-in service, allowing customers to easily value and trade in their used e-bike online in
just a few clicks.
“As passionate cyclists, we believe in the power of the bicycle to transform. Our cooperative
structure strengthens that belief, guiding our commitment to sustainable mobility and meaningful social action.” says Daniel Martínez, CEO of Orbea.
“By giving bikes a second life, we are helping more people ride, connect with their communities, and transform their lives. Together with Upway, we are proud to lead this initiative and help set new standards for a more conscious, inclusive, and sustainable future”.
To celebrate this partnership launch, a special trade-in bonus of up to €500 extra is available for the purchase of a new Orbea bike via the program—designed to make upgrading easier and support a more sustainable way of getting around.
“Our mission is simple: make electric mobility more affordable and more sustainable by giving used e-bikes a second life,” says Toussaint Wattinne, co-founder and CEO of Upway.
“We’re excited to work with Orbea, a strong and purpose-driven brand, to offer their customers a reliable, circular, and rewarding solution. With e-bike sales expected to surpass car sales by 2030, it’s essential to support access to a trustworthy secondary market for used e-bikes”.
About Upway
Upway is an online platform for reconditioned electric bikes. The company offers professionally refurbished e-bikes at up to 60% off the new price and delivers them directly to customers’ doors in just a few days. Upway was founded in July 2021 in Paris by Toussaint Wattinne and Stéphane Ficaja.
Upway buys electric bikes from well-known brands such as Moustache, Cube, Haibike, or
Riese & Müller from both professionals and private sellers. Each bike is then fully refurbished through a 20-step process in Upway’s workshops in Mechelen, Paris, New York, and Berlin, and resold through its online store. Buyers receive a 12-month warranty on the frame, battery, motor, and electronics.
By reusing already-produced e-bikes, Upway helps reduce CO₂ emissions and the need for valuable raw materials otherwise used in manufacturing new bikes.
Upway’s vision is to make e-bikes more affordable and extend their lifespan to promote more
sustainable mobility. Reconditioned e-bikes are currently available in France, Belgium, Germany, the Netherlands, Switzerland, Austria, Spain, and the USA.
