Editor’s Note
This article explains the methodology behind the annual Secondhand Brand Goods & Jewelry Sales Ranking, compiled from a nationwide survey of reuse companies.
The Secondhand Brand Goods & Jewelry Sales Ranking is compiled annually by the reuse industry trade paper “Reuse Keizai Shimbun” based on its “Secondhand (Reuse) Sales Ranking” survey of reuse companies nationwide. It calculates and introduces the sales proportion and volume of brand goods and jewelry. The survey primarily targets companies handling brand bags (e.g., Chanel, Hermès, Gucci), brand watches (e.g., Rolex, Patek Philippe), and jewelry & accessories (e.g., gold, silver, platinum, gemstones).
The market size for the entire reuse industry in FY2023 was 3.1227 trillion yen, a 7.8% year-on-year increase, marking 14 consecutive years of growth. Within this, the brand goods & jewelry market size was 365.6 billion yen, growing 19.4% compared to the previous year. The reuse of brand goods & jewelry, which is expanding yearly, accounts for over 10% of the total reuse market. Particularly, high-quality Japanese secondhand brand goods are highly valued overseas, and with the recovery of inbound demand, this sector is expected to continue growing.
Here are the TOP20 companies in the Secondhand (Reuse) Brand Goods & Jewelry Sales Ranking. *Note: Figures marked with ※ are estimates by Reuse Keizai Shimbun and may differ from exact numbers.
20th: Daikokuya Holdings (Daikokuya) – Brand Goods & Jewelry Sales: ※10.67 billion yen
19th: De Facto Standard (Brandear) – Brand Goods & Jewelry Sales: ※11.64 billion yen
18th: Toriaina Group (Koyashiya, Hikaru Kaitori Kanteidan) – Brand Goods & Jewelry Sales: 11.76 billion yen
17th: K-GOLD International (Recycle King, Aria) – Brand Goods & Jewelry Sales: 12.16 billion yen
16th: Rs-Japan (Brand Rakuitchi) – Brand Goods & Jewelry Sales: 13.40 billion yen
15th: Next to Twenty One (Jackroad, Bettyroad) – Brand Goods & Jewelry Sales: 15.05 billion yen
14th: PRICING DATA (PRICING DATA, GOOD DEAL) – Brand Goods & Jewelry Sales: ※16.00 billion yen
13th: Aucnet (Gallery Rare) – Brand Goods & Jewelry Sales: 17.26 billion yen
12th: RK Enterprise (Rodeo Drive) – Brand Goods & Jewelry Sales: 17.83 billion yen
11th: Purpose (VINTAGE LOVER PURPOSE) – Brand Goods & Jewelry Sales: 18.14 billion yen
10th: CLOSER (–) – Brand Goods & Jewelry Sales: 19.30 billion yen
9th: Rashin (GINZA RASIN) – Brand Goods & Jewelry Sales: 20.08 billion yen
8th: STAY GOLD (BRAND REVALUE, BRING) – Brand Goods & Jewelry Sales: 21.96 billion yen
7th: GT Holdings (Tokyo Brand, Hohbido) – Brand Goods & Jewelry Sales: ※28.06 billion yen
6th: Eco Ring Holdings (EcoRing) – Brand Goods & Jewelry Sales: 32.61 billion yen
5th: Kison (Iroishi BANK) – Brand Goods & Jewelry Sales: 34.00 billion yen
4th: Geo Holdings (SECOND STREET, OKURA) – Brand Goods & Jewelry Sales: 54.92 billion yen
3rd: Valuence Holdings (Nanboya, ALLU) – Brand Goods & Jewelry Sales: ※76.13 billion yen
2nd: E-FLAN (O-Takaraya) – Brand Goods & Jewelry Sales: ※77.60 billion yen
1st: Komehyo Holdings (KOMEHYO, BRAND OFF) – Brand Goods & Jewelry Sales: ※102.90 billion yen
Komehyo Holdings secured the top spot with a significant lead of 25.3 billion yen over the 2nd place. In FY2023, it achieved over 100 billion yen in sales not just in total reuse revenue but also specifically in brand goods & jewelry for the first time.
The brand goods & jewelry sector is dominated by the three major players: Komehyo, E-FLAN, and Valuence HD, each with distinct business models. Komehyo focuses on retail while also operating secondhand markets and dedicated buyback stores. E-FLAN is expanding its franchise network of buyback stores. Valuence operates “Nanboya” directly and is actively expanding stores overseas.
Notably, Komehyo HD is expanding its scale in the brand reuse sector by integrating companies like RECLO, RK Enterprise, and Rs-JAPAN into its group.
Furthermore, Aucnet (13th) derives over 90% of its reuse sales from brand goods & jewelry. In the same year, it acquired De Facto Standard (operating “Brandear” for brand goods and apparel) and JOYLAB (handling alcoholic beverages), positioning it for potential upward movement in next year’s ranking.
Other companies, like Kison with its unique sales channels, are also making inroads into the brand goods & jewelry sales ranking, indicating promising future growth for various players.
In FY2023, the reuse market size for brand goods & jewelry grew by 19.4% year-on-year, a significant increase not seen in recent years, accounting for 11.7% of the total reuse market.
Recently, brand bags have seen successive price increases for new items, driving up the market value of secondhand goods. In 2023, the sharp drop in diamond prices also made headlines. Amidst this, the recovery of inbound demand has provided a tailwind, prompting companies to strengthen their retail operations.
Additionally, industry realignment is active in the brand goods market. As competition intensifies, the brand reuse market is becoming more about financial strength. Even in this ranking where major companies with over 10 billion yen in sales fiercely compete, the composition of top companies may change in the future.