- May 27, 2025
“We’re ready to help businesses in North America build resilience and optimize the value of technology management,” says Jonas Rosqvist, 3stepIT’s Chief Expansion Officer
Following the announcement of 3stepIT’s expansion into the North American market and its new strategic focus on data centers, our Head of Corporate Communications, Maria Lini, sat down with Jonas Rosqvist, 3stepIT’s Chief Expansion Officer, to discuss what this means for 3stepIT and for businesses who are seeking to simplify and optimize their technology management.
Why has 3stepIT decided to expand into North America?
Jonas: The time was right for 3stepIT to expand from its market stronghold in the Nordics and Europe, and into North America. We’ve drawn on our agility to turn this ambition into reality, driven by several important factors.
First and foremost was customer demand. We are privileged to work with thousands of European businesses, many of whom have an international footprint. These customers have seen the effectiveness of our circular tech model and were asking us to help them roll it out in other markets, particularly the US and Canada.
Secondly, we spotted a huge opportunity. Our company has gone from strength to strength in Europe. We wanted to take that proven model to North America, a global hub for growth in AI, advanced computing, and crucially, data centers. Our circular services drive efficiency, resilience, and sustainability across the IT lifecycle, so it made sense that these should be offered to enterprise clients globally and in a market where demand is growing so rapidly.
Finally, and it always comes back to this, we recruited great people. We’ve onboarded a team of experienced professionals to lead our North American expansion and develop our data center lifecycle services. This is a team of leading industry experts with decades of experience. I’ve already learnt so much from them, and I know they’ll deliver enormous value for our customers.
Tell us more about that, what have you learnt so far about the North American market?
Jonas: As I said, there is a huge opportunity in the US and Canada due to the scale of investment in the technology sector. More investment in tech means more demand for data centers and services required to support businesses in procuring, managing, and decommissioning these critical tech assets.
Of course, this means the market is also hugely competitive, but we can see the services today are largely fragmented. What sets 3stepIT apart is our ability to offer a complete, end-to-end circular model that simplifies every stage of technology management for businesses.
We also know that channel partners play a critical role in the industry, with many organizations holding close and trusted relationships with IT vendors. We hugely value our vendor relationships in Europe, and we have a clearly defined offer that can help channel partners grow their portfolio and strengthen their offering.
Ok, so why should customers choose to work with a new market entrant, like 3stepIT?
Jonas: We have nearly three decades of experience as leaders in circular technology, and today we have more than four million business-critical devices under management.
We are trusted by some of the world’s biggest brands to help them optimize their tech, so it delivers business value, rather than simply draining budgets and raising operational risk. Crucially, we’ve partnered with global financial institutions like BNP Paribas, a leading bank in the European Union and a key player in international banking, which demonstrates the rigor of our service offer.
We may be a new player in the North American market, but we bring fresh thinking and unrivalled experience in circular technology management, and we’re ready to help more businesses build resilience in their technology, so it can drive greater value operationally, financially, and environmentally.
What’s next for you and the team in the US and Canada?
This is something I’m really excited about. Over the last few years, we’ve expanded our refurbishment centers in the Nordics and built a new, state-of-the-art refurbishment center in France. We have a world-class team of people who know how to build the most efficient and sustainable refurbishment centers to process decommissioned devices and prepare them for resale. Very few companies can match this experience, and we’re ready to do it again in North America.
We plan to open a dedicated refurbishment center in the US by the end of this year, so we’re moving quickly. My message to our people and to our customers is ‘watch this space’ – we have big plans ahead of us in the coming year. I encourage anyone interested in connecting and learning more about our offer in North America to reach out – it’s a fantastic time to join the circular tech movement.
Learn more about the 3stepIT's expansion into North America.