Dyson has partnered with subscriptions tech company Raylo to launch a first-of-its-kind subscription model that puts circularity at the heart of consumer electronics. The initiative allows UK customers to access certified Dyson Renewed products on flexible, low-cost subscriptions, with every device returned to Dyson for refurbishment at the end of its term.
The move comes as the European Commission signals imminent measures to accelerate recycling and embed circularity into business models ahead of its 2026 Circular Economy Act. With less than 60% of used electronics recycled in the UK and household recycling rates stagnating, scalable solutions like Raylo’s infrastructure are gaining traction.
For Dyson, the partnership opens a new channel to subscription-native consumers, boosting lifetime value and reinforcing sustainability credentials. For customers, it means affordable access to premium tech without the burden of ownership.
Karl Gilbert, CEO and founder of Raylo, said: “The commerce landscape is shifting. Leading electronics brands are moving from one-time sales to circular business models. This partnership shows how flexibility and sustainability can go hand-in-hand.”
Raylo, which has raised over £150m from investors including Macquarie and Channel 4 Ventures, already powers subscription propositions for Apple, PlayStation, Google and Lenovo. The Dyson collaboration sets a blueprint for how premium brands can combine growth with resource efficiency – at a time when circularity is becoming a regulatory and commercial imperative.
Read our full interview with Raylo CEO Karl Gilbert here.
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