Key Facts
• Geo shifts from rental to secondhand clothing business for growth.
• Second Street Ebisu store opens on August 8 with unique “Old Money & Essential” concept.
• Store targets fashion-conscious adults with classic, high-quality items like jackets.
• Reuse market has tripled in size since 2009 and continues to grow.
• Geo’s reuse business now accounts for 60% of total sales.
• Over 1,000 Second Street stores operate domestically and internationally.
• Geo plans to rebrand as “Second Retailing” by 2026, marking 40 years since its founding.
• Goal: Expand Japanese reuse culture globally, emphasizing affordability and sustainability.
Summary
Geo, a leader in the rental industry, is transitioning to the reuse market, focusing on secondhand clothing. The company’s new Second Street Ebisu store, opening August 8, caters to adults with a refined “Old Money & Essential” concept, offering high-quality, classic items. This shift aligns with the growing reuse market, which has tripled in size since 2009. Geo’s reuse business now contributes 60% of its revenue, with over 1,000 Second Street stores worldwide. By 2026, Geo plans to rebrand as “Second Retailing,” aiming to promote Japanese reuse culture globally, highlighting affordability and the joy of “treasure hunting.”
