Plug, a locally based pre-owned electronics retailer, launched its own mobile service this week after four years of explosive company growth.
Founded in 2021, Plug sells used iPhones, Androids, AirPods, MacBooks, smart watches, tech accessories and more for up to 70% off the retail price. Co-founder and chief marketing officer Oday Alyatim said the company has “grown like crazy” over the past few years.
Plug’s new mobile service, which had been in the works for a year, launched Monday. The wireless service was born to help Plug maintain a relationship with buyers after fulfilling an order, according to Alyatim. Plans start at $20 a month.
“Mobile is a confusing process,” Alyatim said. “A lot of people are used to going to their carrier store. It’s a two-hour wait. … We’ve simplified that whole process to where yesterday, our quickest activation was 45 seconds.”
Companies like Plug are able to offer wireless services to customers without having to set up their own telecommunications infrastructure by partnering with existing mobile network operators like AT&T and Verizon. Companies buy wholesale access to a carrier’s network and then resell mobile services to consumers.
It’s an increasingly popular model used by companies like Cricket Wireless, Mint Mobile and Straight Talk.
In May, The New York Times called Plug the “best experience” for buying a used iPhone. Plug has shipped electronics to 160 countries so far this year, Alyatim said.
“Everybody asks us what the catch is. The catch is, all of our tech is certified pre-owned,” Alyatim said. “It’s the same premium quality that comes from the manufacturers who have spent billions in research and development to make sure it’s great. All we do is just double check that the device has full integrity and is fully functional.”
Plug separates itself from competitors by selling electronics that are certified pre-owned, not refurbished. That means that a Plug product comes with 100% of its original parts and will act like a new device, Alyatim said.
Plug gets its electronics from overstock inventories and trade-in programs through manufacturers and major carriers, Alyatim said. In an Overland warehouse, Plug staff assess battery health, screen condition, button responsiveness and more in a 90-point inspection before the devices are certified as pre-owned and listed for sale on the company’s website. All products come with a one-year warranty.
Alyatim said that because electronics aren’t evolving like they are used to, older premium devices are becoming more affordable. And, more people want them.
“I think prior to Plug, people think if they break their phone, they have to go get a brand new phone. What we’ve done is we’ve created an alternative to that,” Alyatim said. “Economically, people today are looking for more affordable alternatives than they have in the past.”
Since 2021, Plug has grown from 8 people to 50 workers. This July, Plug announced its partnership with Assurant, Inc., an Atlanta-based risk management company, to accelerate Plug’s growth and expand its access to devices.
“There’s not many people doing what Plug is doing. There’s other marketplaces out there, but the marketplaces have inconsistent quality from different sources,” he said. “With Plug, it’s us.”
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Hannah Wyman | Post-Dispatch
Retail Reporter
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