Editor’s Note
This article highlights the launch of “VALEUR,” a new venture by OKURA (Geo Holdings) specializing in luxury vintage items, with a flagship store slated for Tokyo’s Omotesando in spring 2025.
OKURA, a group company of Geo Holdings, has launched a new business called “VALEUR” that handles vintage items from luxury brands. The company plans to open a flagship store in Tokyo’s Omotesando district in the spring of 2025.
Geo Holdings cites the rising prices of luxury brands in the primary market, along with market changes such as the increase in reuse shops and the popularization of flea market apps making second-hand buying and selling commonplace, as reasons for the growing demand for vintage luxury brand items. Through VALEUR, the group aims to create touchpoints with fashion-conscious adult women, a demographic with which it previously had limited contact through its other businesses.
VALEUR will leverage the authentication technology, watch maintenance expertise, and product sourcing network cultivated by OKURA, which operates businesses including the purchase, sale, and wholesale of high-end watches, bags, and jewelry, as well as auction management. It will primarily handle women’s vintage items from brands such as Cartier, Hermès, Chanel, and Rolex.
The business will also focus on customer service provided by staff with backgrounds in the apparel industry. Future plans include introducing men’s items.