C.E.X. Limited, trading as CeX (/sɛks/), is a British retailer predominately dealing in pre-owned video games, DVDs, Blu-rays and consumer electronics, established in 1992 in London as the Computer Exchange. The retailer later renamed itself as the Complete Entertainment Exchange.^[3]

As of January 2024, there are 390 stores in the UK, and a further 230 internationally, with a number of its locations being franchises.^[4][5]

Cex was started by Paul Farrington,^[6] Robert Dudani,^[7] Hugh Man,^[8] Charlie Brooker,^[9][10] Oli Smith and Oliver Ball. The first shop opened on London's Whitfield Street, close to Tottenham Court Road in 1992.^[11] As a second hand retailer, Cex trades with customers offering either cash or a voucher for redemption in any CeX shop.^{[citation needed]} CeX offer a 24-month warranty subject to terms on all of the second hand products the company sells.^{[citation needed]}

The "CeX" name moved away from "Computer eXchange" into an acronym for "Complete Entertainment eXchange",^[11] and company letterheads state "CeX LTD is trading as Cex Entertainment Exchange". In 2005, Cex began issuing licences for franchising.^[12]

Dudani appeared on the British Channel 4 TV show The Secret Millionaire.^[13][14][15] This was after the business was affected by the 2011 England riots.^[16]

In December 2013, Cex began Designer Exchange buying luxury leather goods, jewellery and handbags, with stores in Kensington, Chelsea, Knightsbridge, Manchester, Birmingham, Leeds and Madrid.^[17]

The pronunciation of the chain's acronym name was confirmed as "sex" in British TV commercials aired in March 2017.^{[citation needed]}

In November 2017, Cex launched a technology repair service called CeX Clinic^[18] in the UK. The service covers the repair of video game consoles, smartphones, tablets and laptops. CeX offer a 2 year warranty on device repairs and a no fix, no fee promise to customers.

• Game (retailer)
• Cash Converters
• Cash Generator