01-07-2025
Since its founding in 2015, Foneday has grown significantly, from a supplier in a niche market to a trusted partner for repair professionals across Europe. In an interview with SecondaryMarket.news, founder and CEO Mustafa Afshar discusses this growth, our ever-expanding range of services, and the smart choices we make to continue innovating. From logistics and sustainability to intelligent digital solutions like Repender, we offer a glimpse into how we’re building the future of mobile repair, together.
SecondaryMarket.news: Can you describe who your typical customer is today and how their needs have changed since Foneday was founded in 2015?
Foneday: Our customer base is broad and well-established in the European market. Most of our clients have been active in the repair industry for many years. Their key needs include high-quality products, consistent stock availability, and advanced IT automation. Above all, they rely on the reliability of our service and product range to serve their own customers in the best possible way.
SecondaryMarket.news: Foneday started as a supplier of mobile phone parts. How has your product range evolved over time, and how do you currently balance between original, high-copy, and refurbished parts?
Foneday: We invest heavily in our products and their quality, and we plan to do even more in the future. In addition, we believe it’s essential that customers are well-informed about the quality levels available in the market. This requires a clear structure, especially online through our webshop, as well as comprehensive training for all our sales staff.
Over the past few years, we’ve had a strong influence on the market. More and more wholesalers are realizing that this approach better aligns with what customers truly need. Quality isn’t just about buying and selling, it’s about going the extra mile: knowing your source, testing, influencing production at the manufacturer level, and delivering a product you fully stand behind. That’s where Foneday truly excels, and it’s reflected in the performance of our products. 97% of customers who try our products become long-term partners. Our goal isn’t just to sell, we aim to add real value to repair businesses by understanding the market, building the right team, and implementing strong quality control.
SecondaryMarket.news: You present yourselves as a one-stop shop. What does that mean in practical terms for your customers? Can you describe a typical ordering experience, from selection to delivery?
Foneday: At Foneday, customers find a wide range of parts, accessories, and tools for nearly every brand and model, everything a repair professional needs. We focus on helping our partners avoid missed sales opportunities. That’s why we offer a broad and diverse product assortment, rather than only the most profitable items. In our culture, profit equals customer satisfaction. Real profit means enabling our partners to better serve their customers, whether it’s a screen for an old Nokia or the latest accessories.
In addition, we offer NOVANL: our own brand of premium accessories, delivering high quality at competitive prices. We also recently launched Repender: a complete solution that includes a POS system, webshop pricing plugin, and CRM tools. Repender automates repair appointments, customer communication, parts ordering from our webshop, and more. Our one-stop shop model supports our partners from A to Z—in parts, accessories, and software solutions.
SecondaryMarket.news: Foneday is active in more than 14 countries. In which markets are you strongest, and what strategies underpin this? Are there regional differences in customer expectations? And are there countries where you plan to expand soon?
Foneday: We are indeed active in over 14 European countries. In most markets, we have dedicated account managers who speak the local language and understand the culture, allowing us to tailor our services effectively. Our core is in the Netherlands, but in terms of revenue, we are larger in Germany, Italy, and Denmark.
We believe that success in the Dutch market, with its high competition and many suppliers, is a strong indicator of potential across Europe. Our greatest growth comes through word of mouth. We improve daily as a team, enhance the quality of our products and offerings. Satisfied customers share their experiences, helping us reach more repair professionals throughout Europe.
SecondaryMarket.news: You offer next-day delivery. What infrastructure or partnerships are needed to guarantee that speed across so many different countries?
Foneday: Fast delivery is crucial. Our customers rely on speed to serve their own clients. For international shipments outside the Netherlands, we offer various UPS services (Standard, Express Saver, Express) and DHL Express. Thanks to high volumes with UPS, we secure competitive rates, allowing us to offer low or even free shipping options.
Orders placed before 7:30 PM are processed the same day and handed over to UPS. Our delivery reliability for next-day shipping is 98%, based on UPS performance data. Of course, actual delivery times depend on the selected service. Our logistics team works proactively to manage all controllable factors to ensure optimal performance.
SecondaryMarket.news: What makes Foneday different from other distributors for repair businesses? Is it price, product range, service, technology, or something else?
Foneday: We entered a market already full of wholesalers. Yet we grew quickly thanks to one focus: the customer. From day one, we asked ourselves: what would we want if we were the customer? Product quality, ordering experience, aftersales—everything is designed from that perspective. That mindset sets us apart. We see more and more wholesalers adopting this approach now, which is good for the industry and repair shops alike. There’s no single decisive factor—price, assortment, service, and technology are all important. We continuously improve on all fronts to deliver maximum value.
SecondaryMarket.news: You say sustainability is central at Foneday. Can you give concrete examples of how your operations or purchasing practices contribute to a more sustainable repair ecosystem?
Foneday: Sustainability is at the heart of our industry—we help reduce e-waste by enabling repairs instead of replacements. From the very beginning, Foneday has used eco-friendly, plastic-free packaging made from sustainable paper. This also applies to our logistics processes and the construction of our new, fully sustainable company building.
While the repair industry itself already contributes to sustainability, we differentiate ourselves by constantly asking: what is the most sustainable solution? Every decision is based on that principle.
SecondaryMarket.news: Foneday’s motto is “Achieving More Together.” How do you put this into practice, both with your customers and internally?
Foneday: It’s all about philosophy and culture. Our motto reflects our commitment to creating win-wins, both internally and externally. True growth comes from collaboration: working together on shared goals and solutions that benefit everyone. This mindset is in our DNA and forms the foundation of our company culture.
SecondaryMarket.news: You recently launched Repender in the Netherlands, a new CRM platform for repair shops. What market need did you aim to address with this?
Foneday: We are proud to contribute to the professionalization of the repair sector. For years, we saw the need for a system where customers can book repair appointments as easily as making a restaurant reservation. By the time the appointment takes place, the parts are delivered, and the technician can get to work immediately.
Repender includes a POS system, CRM, device lists, and synchronized repair services and prices in the webshop, so shops don’t have to manually update everything constantly. We took the time to build it properly on a strong IT foundation. The idea had been around for a while. When Ken, an employee with a background as both a software developer and a repair shop owner, started working on it in his spare time, we decided to really commit to it. Now he works full-time on Repender.
SecondaryMarket.news: How does Repender improve the operational efficiency of repair shops? What feedback have the first users given? And are there plans to roll out this platform internationally?
Foneday: Repender simplifies everything: online booking, inventory checks, availability, automatic ordering, invoicing, POS, administration, and margins. A key advantage is the automatic updating of webshops—new devices, services, and prices are added immediately. This way, shops never miss opportunities. By adding structure and smart planning to daily operations, Repender increases both efficiency and professionalism.
SecondaryMarket.news: How do you see the mobile repair sector evolving over the next 3 to 5 years, especially in Europe?
Foneday: Our sector is maturing. Consumers are becoming increasingly aware of quality differences. Repairers who focus on quality and care will grow, while others will lose ground. Refurbished providers will take over part of the volume, but many consumers will continue to choose repairs or high-quality refurbished devices, as new models offer little real added value. Foneday aims to excel in supplying parts, accessories, and smart software. More transparency and clear choices—original or aftermarket—are beneficial for the entire sector.
SecondaryMarket.news: With the rise of Right to Repair legislation in Europe, what changes are you seeing in customer demand or purchasing strategies?
Foneday: The legislation has had a positive effect. Smartphone brands are encouraged to make original parts available to repairers and consumers. This increases trust in the industry and encourages investment in high-quality OEM and aftermarket parts. When consumers pay more than €1,000 for a device, they should have the choice of how it is repaired—including with original parts. The Right to Repair movement has made significant progress in Europe through lobbying and collaboration.
SecondaryMarket.news: Foneday emphasizes innovation and ownership in its company culture. Do you have an example of an employee idea that led to a new service or improvement?
Foneday: We encourage an open culture where ideas from all departments are welcome. A good example is Repender: the idea already existed, but when Ken started working on it independently, it gained momentum. We saw the potential and turned it into an official company project. Now he works on it full-time.
SecondaryMarket.news: What are the biggest challenges for Foneday right now as a fast-growing B2B supplier, and how are you addressing them?
Foneday: Quality over quantity—that is our priority. We want to help every customer as well as we did when we only had a hundred. That requires full commitment from the entire team. Logistics is a major challenge: as we grow, we must continue processing orders with the same precision and speed. So far, this is going well thanks to our focus. For the future, we are planning a much larger, automated logistics center.
SecondaryMarket.news: Finally, what is your vision for Foneday in the next five years? Will you continue focusing on parts and accessories, or is a broader digital strategy coming?
Foneday: We are grateful to serve over 6,000 customers across Europe as their primary or secondary supplier. Their trust is our highest priority. Our mission is to support them continuously by investing daily in quality, service, and smart IT solutions.
We remain true to our core sector and differentiate ourselves by providing value—not by expanding into irrelevant product categories. We want to be the one-stop shop that supplies everything repair businesses need. Over the next five years, we will build more European growth, more added value, and a lasting positive impact on our industry.
This interview was made possible thanks to SecondaryMarket.news. Read the original article on their website.
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