This article was published by Boston Consulting Group on May 2, 2025, written by Davide Urani.

Can circular business models drive growth without cannibalizing the core?
According to BCG, the answer is yes.

Circular models such as rental, repair, and resale can deliver 15–20% topline growth. Even when 30–40% of sales replace linear ones, they create new customers, loyalty, and positive spillovers.

In the article “Sustainable Growth Redefined”, BCG emphasizes that circular models only unlock real value when they are anchored in top leadership and fully integrated across the organization.

This requires new KPIs, new capabilities, and leaders willing to prioritize circular growth as part of the core business strategy.

At Create2STAY, we see every day how ReCommerce offers brands a structured and profitable way to make this happen.