Key Facts
• GEO Holdings announced a name change to ‘Second Retailing’ on July 25, 2025.
• The rebranding will take effect on October 1, 2026, marking the company’s 40th anniversary.
• The shift reflects a transition from video rental to a reuse-focused business model.
• ‘Second-hand’ in English inspired the new name, emphasizing global reuse leadership.
• The company aims to become a top player in the global reuse market.
Summary
GEO Holdings, originally known for its video rental business, announced a rebranding to ‘Second Retailing,’ effective October 1, 2026. This change aligns with the company’s 40th anniversary and its strategic pivot toward a reuse-centered business model. The new name, inspired by the term ‘second-hand,’ underscores GEO’s ambition to lead the global reuse market. The decision reflects the company’s evolution over four decades, adapting to changing market demands and focusing on sustainability.
