2nd Street’s Road to 5,000 Locations

Founded on the Japanese value of mottainai, 2nd Street has grown into one of the world’s largest resale retailers, giving pre-owned fashion a second life.

In the trendy shopping districts of Los Angeles and New York, chances are you’ll see a 2nd Street, a vintage streetwear clothing store, but what most people don’t know is that this shop has created a resale empire in Japan.

The very first 2nd Street opened in 1996 in Kagawa, Japan by GEO Holdings Corporation and their mission was simple: give unwanted items a second life. While many thrift stores solely relied on donations, 2nd Street built their business around inspecting and purchasing items from customers then pricing and reselling them. Eventually, they expanded into luxury handbags, accessories, sneakers, electronics, music instruments, and more, giving customers the ability to buy and sell anything under one roof.

This model created a different kind of shopping experience than your typical secondhand store. It reflects the Japanese value of mottainai, a belief that usable items should not be wasted. So rather than promoting constant consumption, 2nd Street encourages extending the life of clothing and other goods. In recent years, this mindset has become very mainstream as consumers are being more cautious of fashion’s environmental impact, leading them to seek more sustainable ways to shop.

2nd Street became known for its constantly refreshed selection of everything from affordable everyday items to high end labels like Louis Vuitton and Supreme. Since everything is thoroughly inspected and authenticated, shoppers view 2nd Street as a treasure hunt where you can score gold on any day.

Under GEO’s leadership, 2nd Street evolved into the company’s fastest-growing division. Today there are over 1,000 stores, including 900 locations throughout Japan and dozens across the U.S. and Asia. The first U.S. location opened in 2018 on Melrose Avenue in Los Angeles and has since then rapidly expanded in major metropolitan markets. In 2024 2nd Street accounted for nearly 50% of GEO’s reported $3.1 billion revenue and has recently announced their goal to open 5,000 stores worldwide by 2036.

2nd Street has become more than just another thrift store and as the global resale market continues to grow, the Japanese retailer is positioned to remain one of the secondhand industry’s biggest names.