This paper aims to provide conceptual insight on ‘Circular business model experimentation’ by exploring the concept and potential approaches to pursue. The Circular Economy can be a successful driver for change by focusing efforts on economic and environmental issues while also addressing socio-economic challenges such as (un)employment. The business model of firms is viewed as a systematic driver for change in a company, bringing together the various elements of the way of doing business: the value proposition (what value is proposed and to whom); value creation and delivery (how this value is provided) and value capture (how money is made and other forms of value are captured). To develop and validate novel business models, experimentation is needed. While experimentation has been prominent in natural sciences, economics and transitions management literature, it has not yet mainstreamed as a potential business approach, despite the fact that it has been heralded as a key driver for competitiveness and sustainability success. This paper explores the concept of Circular Business Model Experimentation by addressing the following questions: What is Circular Business Model Experimentation? What approaches are available for business? Based on this, suggestions for future research and practice on circular business model experimentation are developed.