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Summary:

Second Rotation, the startup that will give you cash for your outdated gizmos, has rebranded and relaunched its buyback site under the new name “Gazelle.” This change doesn’t mean a lot when it comes to the service, as Gazelle will still pay you cash for your […]

Second Rotation, the startup that will give you cash for your outdated gizmos, has rebranded and relaunched its buyback site under the new name “Gazelle.” This change doesn’t mean a lot when it comes to the service, as Gazelle will still pay you cash for your janky gadgets and sell them on eBay or recycle them for you. But the change probably means the ‘Second Rotation’ brand wasn’t bringing in the amount of visitors the company wanted.

Gazelle does has a few new features including expanded offerings and now accepts laptops, satellite radios and portable hard drives. The service operates in the same fashion, but a redesigned website speeds you through the process of identifying, rating and selling your old tech toys with fewer kinks. Once you agree to sell, Gazelle will send you a Netflix-style prepaid envelope with which you can send in your gadgets. And as soon as it clears their verification system, you get paid and the item goes up for sale on eBay.

Founded in 2006, Gazelle raised $4.4 million earlier this year from Venrock. While Gazelle does have an edge with VC funds, there’s actually a lot of competitors out there like BuyMyTronics.com, FlipSwap and TechForward that all offer similar buyback programs. There’s also FixYa, which is a crowdsourced tech support site focused on repairing broken gizmos, and recently raised $6 million. The potential market is huge and could support multiple players. According to the EPA, in 2005, the US generated a total of 2.63 million tons of electronic waste, only 12.5% of which was “recovered” for recycling.

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By Craig Rubens

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  1. Thanks for writing about our launch out of Beta testing. We’re excited to have Gazelle out into the consumer marketplace – now more people can benefit from earning cash without feeling the guilt of wasting money or burdening landfills when they buy the latest new gadget.

    Recycling starts with reusing – extending the life of electronics by reintroducing them to the market. We recognize this next evolution in electronics consumption as the rapidly growing “reCommerce” marketplace. When items have reached their end of life, Gazelle ensures they are recycled responsibly and are backed with a zero landfill policy.

    Since we’re currently in 9 categories and have over 18,000 SKUs in our catalog, Gazelle is the only one-stop-shop for consumers to get rid of all of their unwanted items in one place.

    We’re already working on some new features that’ll make the experience even better – stay tuned…

  2. Second Rotation Raises $6M Second Round Funds « Earth2Tech Monday, November 10, 2008

    [...] Second Rotation Raises $6M Second Round Funds Written by Craig Rubens No Comments Posted November 10th, 2008 at 10:30 am in Hitlines,Startups Second Rotation, a startup whose service Gazelle offers an online gadget buyback program, said today that it has raised $6 million in second round funds. Gazelle buys old gizmos from consumers and then sells them on eBay. The round was led by RockPort Capital Partners and also included return investors Venrock and angel investors Austin Ligon, Ashton Peery and Henry Vogel formerly of eBay. The company says it will use the money to continue its branding and marketing campaign. [...]

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