This study explores the role of business model experimentation and its opportunities for accelerating and facilitating the implementation of the circular economy approach in company business models. While researchers in different fields started to investigate the role of business model experiments, also in relation to sustainability (e.g., Chesbrough, 2012; Huijben & Verbong, 2013), the concept of “circular business model experimentation” is still unrefined. The following research question is addressed: What is business model experimentation in a circular economy context?