circuly: Subscription Management Solution for product-as-a-service

circuly was built because Nick Huijs, circuly’s founder, experienced firsthand how difficult it was to run a product subscription business with existing eCommerce tools. A few years ago, Nick started a baby goods subscription business in the Netherlands. The idea was simple but powerful — instead of buying strollers or car seats that babies quickly outgrow, parents could subscribe to them and return or upgrade when needed. But when he tried to scale the business, he ran into a big problem: 🧩 The shop systems and payment service providers (PSPs) available were built for one-time sales, not for recurring physical products that get shipped, returned, and reused. So, Nick decided to build his own solution — one that could handle recurring billing, logistics, and asset management for physical products. When other businesses in similar industries — from bikes to electronics — started asking to use his system, he realised the problem was much bigger than his own company. That’s when circuly was born — a platform designed to help any business launch and scale product subscription models. Today, circuly powers innovative subscription brands in 18+ countries across 17+ industries, helping them turn traditional products into sustainable, recurring business models.