In preserving and extending the life of food, medicines or drugs, fridges would seem like a circular economy hero, but they make up one of the largest part of UK e-waste, contain complex constuctions or materials that are hard to reuse or recycle, and have not got more durable or longer lasting over the years. Fridges are simply not designed, made or sold with circularity in mind. Bringing together Glen Dimplex Home Appliances fridge market and manufacturing know-how, The Sure Chill Company's new, more circular refridgeration technology and Seymourpowell's innovation, design and sustainability expertise, this project aims to rethink fridges for a circular economy. Using a design-led innovation process, our feasibility study will investigate and identify a new circular business model for Professional fridges - initially for UK Catering and Medical customers. Proving successsful would divert 600 tons of fridges from e-waste p/a, and then be scaled up by GDHA to other segments, markets and appliances