Flex IT and HP Benelux have launched their joint product line ‘HP Approved Selection by Flex IT’ in the Nordics. Dustin, a leading online IT partner in the Nordics and the Benelux, will distribute the circular product line. This launch marks a significant milestone in the rollout of this innovative portfolio of refurbished IT devices and meets the growing demand for sustainable IT solutions in Europe.

In 2021, HP Benelux, in collaboration with Flex IT and Microsoft, introduced ‘HP Approved Selection by Flex IT’. This initiative was launched in response to the rising demand for more sustainable purchasing and the reuse of computers and laptops, a trend expected to see a significant increase in the coming years. The circular product line comprises laptops and desktop PCs that have been revitalized to conserve resources, ensure the longest possible lifespan, and thereby combat the fastest-growing waste stream in the European Union: e-waste. Additionally, these devices are equipped with new OEM Microsoft licenses.

An innovative portfolio of sustainable IT solutions

With the introduction of this portfolio in the Nordic market, HP, Flex IT, and Microsoft are aiming to scale up their operations and showcase the added value of the program in other European countries. HP Approved Selection initially began as a pilot project in the Netherlands and now serves as a business case for promising sustainable IT solutions.

“The ecological footprint has become an important parameter for organisations when defining its success and attractiveness to its (business) partners, stakeholders and employees. Technology purchase decisions are an important part of working towards a more sustainable world. The HP Approved Selection program offers a big opportunity for organisations to extend the lifetime of products and lowering the footprint while having the quality assurances they expect. HP Approved Selection is gaining a lot of traction in the Netherlands and it is a logical choice to make this proposition available in the Nordics market.”, says Sindre Børdal, Head of Commercial Channel Nordics at HP Inc.

Dustin partners with HP and Flex IT

Dustin, a leading online IT partner in the Nordics and the Benelux, will distribute the circular product line in collaboration with HP and Flex IT. The goal is to assist businesses in transitioning to a more sustainable product portfolio and to contribute to the circular transformation of the industry.

Dustin’s comprehensive experience in the Nordic countries, positions them as an instrumental partner in endorsing the circular product line. Their insights into regional market trends ensure that HP Approved Selection will be seamlessly integrated into various organisational infrastructures. This is particularly relevant in a region that is known as a frontrunner in terms of sustainability, with initiatives to extend the lifespan of IT hardware through refurbishing and reuse.

“The expansion into the Nordics provides an excellent opportunity to promote this sustainability-focused portfolio more broadly in the market. We are confident that we can further enhance our product offering through expansion into a market that leads in sustainability. We’re proud to expand our popular concept together with HP and Dustin to the Nordics, thereby spreading the circular model even further,” adds Aat van de Polder, Director of Business Development at Flex IT Distribution.

By focusing on extending the product lifecycle and offering transparent Lifecycle Management through various sales models, ‘HP Approved Selection by Flex IT’ can accelerate the transition to a more circular IT approach. With options such as Buy-Back, New, Renew, Rental, and Refurbishment, the partners are committed to sustainable and environmentally friendly IT solutions.

For more information about HP Approved Selection, please visit: https://www.approvedselection.com/en/hp/