AO’s musicMagpie brings smartphone trade-in to 1,300 Timpson stores

AO World PLC says musicMagpie, the “recommerce” business it bought in December 2024, has teamed up with Timpson to give customers a quicker and easier way to trade in old smartphones and get paid within minutes.

According to research from Censuswide, 73% of UK adults keep at least one smartphone they no longer use, and the average trade-in value is around £250. The total value of unused smartphones in the UK is estimated at about £10bn.

The study also found 68% of consumers would rather trade in devices face to face, and one in four say being paid immediately is very important.

Following a four-month trial, more than 1,300 Timpson branches now offer the service. Customers hand over their phone, see it assessed in front of them and receive the money within minutes.

The partnership between the three Greater Manchester businesses supports AO’s plan to build share and awareness in new categories, especially mobile, and to increase volumes for musicMagpie’s refurbishment operation. It also strengthens AO’s circular economy work, covering reuse, refurbishment and recycling across all electricals.

John Roberts, founder and chief executive of AO World, said: “We know that apathy is the biggest barrier to trading in old tech, and the ability to ‘Take it to Timpson’ now makes it a no-brainer for customers who can get cash in only a few minutes for their old smartphone at over 1,300 Timpson sites.

“It’s another great synergy from our acquisition of Magpie in 2024 and is really just the start of the enormous potential that we see for this partnership.

“By combining musicMagpie’s refurbishment expertise with Timpson’s trusted nationwide network, we’re helping customers unlock the value in their old tech instantly, while keeping more devices in use and making them more affordable for every pocket.”

musicMagpie co-founder and managing director Steve Oliver said: “Adding Magpie to 1,300 Timpson stores across the UK is a huge milestone for us and will take our reach and convenience for customers far beyond anything we’ve tried before. It’s great to see that so many customers are choosing to trade in their old phones in a way that’s as good for the planet as it is for their wallets.

“This partnership means that most people in the UK are now just minutes from turning their unused tech into hundreds of pounds of instant cash.”

Sid Hubbard, group director of Timpson, said: “Our expert colleagues are a trusted and friendly face to millions of customers across the UK, and this additional service further enhances the high street experience for new and existing Timpson customers.

“Repairing worn, old or damaged goods has been at the heart of the Timpson service offer for over 150 years. We are pleased to extend this to smartphone trade-in for our customers on behalf of musicMagpie.”