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A massive waste and an under-exploited sector
Each year in France, nearly 25 million household appliances are thrown away. Among them, only 3 % are reconditioned. A both ecological and economic aberration, even though demand for second -hand products continues to increase. The reconditioning of large household appliances is still an under-exploited market, due to the lack of suitable infrastructure and a structured offer capable of competing with the new.
A changing market
While the second hand has found its place in fashion and consumer electronics, household appliances remains lagging behind. Its weight and the complexity of its reconditioning slow its development. However, between ecological pressure and tensions on purchasing power, demand for alternatives to new is strengthening. It is in this context that UnderDOG launched with a clear ambition: structuring a French large household appliances reconditioning.
An integrated solution to democratize the reconditioned
Founded in 2022 by Claire Bretton, Laura Chavigny and Léa de Fierkowsky, Underdog supports the entire reconditioning cycle: diagnosis, repair and resale. Its model is based on a full control of the value chain, with a dedicated workshop where the devices are restored before being returned for sale at prices up to 50 % lower than new. The startup offers a turnkey service including delivery, installation and a two -year warranty.
Underdog is in 126th position of the WE Innovate 500 Startups 2025, the classification of the most dynamic companies in French tech.
Thanks to optimized logistics and a rigorous industrial process, Underdog aims to prove that the reconditioned can become a standard, without compromise on quality or customer experience.
An industrial structuring in progress
Since its creation, the startup has experienced rapid growth. Today, it deals 600 machines per month and employs 15 technicians on site. Two years after its launch, Underdog had to face logistical issues. Its growth has led it to densify its storage space, from 300 m² to 3,000 m² occupied. The Underdog workshop targets 10,000 products repaired by the end of the year.
In terms of experience, Underdog plays the transparency card. Each product benefits from a detailed technical sheet and high definition photos, guaranteeing customers total visibility on the status of the device before purchase.
A TABLE TO ACCEPT
To support this expansion, Underdog has raised 3.8 million euros from Daphni (via his retail Dastore fund), Sistafund, Tivoli, Leia Capital, Founders Future, as well as several business angels. The purpose of this funding is to strengthen its position in France before considering a broader expansion. By attacking a changing market, Underdog hopes to impose its model and make the new standard of the large household appliances.
