Bang & Olufsen Launches Reloved To Give A Second Life To Its Classic Danish Audio Products

The classic Danish audio brand wants to breathe new life into its older products by launching a dedicated website were people can buy genuine refurbished B&O products.

BANG & OLUFSEN

Bang & Olufsen has announced a new circular initiative designed to give a second life to the brand’s timeless audio products. A new online platform called “Reloved” will offer pre-owned, authenticated and certified Bang & Olufsen originals for sale.

In a fast-moving world where technology is often discarded at a dizzying rate, B&O’s Reloved program will honor the brand’s commitment to preserve classic products that have been refurbished so they can be used for years to come.

“Reloved is the continuation of a story that began a century ago — a belief that design and sound should endure. We’ve always created products that are meant to be cherished for generations. This program allows us to preserve that heritage by refurbishing our original pieces and helping them find new homes, ready to be loved again.” says Dorte Vestergaard, head of Reloved at Bang & Olufsen.

Meticulous Process

Each product that enters the program begins a journey with a meticulous process: traded in, inspected, refurbished, certified and finally reloved and given a three-year warranty.

Rooted in the brand’s century-long belief that design excellence stands the test of time, Reloved is intended to celebrate the kind of craftsmanship and longevity that Bang & Olufsen has always stood for. As a B&O fan from the 1970s, that’s something I can testify to. This initiative is about bringing B&O sound to new homes, generation after generation.

New Standard For Circular Luxury

Bang & Olufsen has long refurbished and repaired out-of-warranty products dating back to the 1960s. Reloved marks the start of a structured, brand-led approach to supporting multiple cycles of use for the company’s product circularity. Every product will be inspected by experts, refurbished to full functionality, then certified as a genuine Bang & Olufsen original. Each item is also graded according to condition: Mint, Excellent or Good.

The debut Reloved drop features five handpicked products: Beoplay P2, Beoplay A2, Beosound Edge, Beosound 3000, and Beogram 2000. The products are selected based on the availability of authentic spare parts and contemporary relevance, ensuring each piece can continue to perform as beautifully as it was designed to. B&O says that further certified Reloved drops will happen monthly.

Circularity As Craft

According to Bang & Olufsen, Reloved is more than an initiative; it’s a testament to the power of design made to endure. Each refurbished product takes its story forward from one home to another and onto the next generation. With Reloved, Bang & Olufsen says it’s reaffirming its promise that great sound, like great design, should never go to waste.

Availability:

For the first time, clients can explore and purchase certified pre-owned Bang & Olufsen products directly from the brand’s website. The program launches initially in the E.U., U.K., Norway and Switzerland, with monthly product drops and expansion planned for additional markets in 2026. Bang & Olufsen’s first reloved products are online now, while the next collection will drop on November 12, 2025.