1. New Company Name (Trade name)
2nd RETAILING Co., Ltd.
2. Date of Name Change
October 1, 2026
■ Goal of Name Change
The company was started by its founder Yuki Endo as a video rental store in Toyota, Aichi Prefecture in 1986. At the time, the standard rental fee was generally 1,000 yen per day for one video. We decided to change this to take on the challenge of making video rentals more accessible and enjoyable to many people and expanded our business throughout Japan.
As the times changed, we steered the core of our operations toward the reuse business. Our reuse and off-price stores aim to enrich people’s lives by recirculating and redistributing valuable items.
In English, the term “second-hand” is used to refer to reuse items. As we aim to become the top global company in the reuse business, we have decided to rename our company to 2nd RETAILING Co., Ltd. in 2026, which coincides with the 40th anniversary of the founding of the company.
By renaming the company in line with the direction and current and future outlook of our business, we aim to further increase our corporate value.
■ Future Business Strategy
The GEO Group aims to achieve consolidated sales of 1 trillion yen by FY2036, and have 5,000 stores across the entire group. We position the reuse business as the most important business of the group, and plan to further increase the ratio of our sales that it accounts for. More specifically, this means opening more 2nd STREET stores in Japan and overseas, as well as increasing the ratio of our sales that our reuse business (including mobile devices, information-oriented home appliances, and video games) accounts for. This strategy will involve strengthening the activities of our group companies, such as expanding the types of reuse items handled by OKURA HOLDINGS CORPORATION and Rock Co., Ltd.
In particular, we will aim to become the top global company in the reuse business by opening 1,000 2nd STREET stores overseas by FY2036.
In addition to our primary distribution business, we will be expanding our presence in secondary distribution categories, including digital content, off-price stores, and rentals.
Going forward, our group will strive to continue bring joy to the everyday lives of our customers through our business activities.
■ Idea Behind the New Logo Design
In designing the new logo, we wanted to have a design that is understandable globally and inherits the spirit of Geo. We aimed for a simple yet dignified presence that suggests a sense of stability that is befitting of a holding company. We also aimed for a neutral design that is not dependent on any one culture, as we aim to further accelerate the global expansion of our business. For the color of the logo, we chose black, as it would not suggest a bias toward any particular one of our businesses. The zig-zag of the “E” is inherited from the logo of GEO. It depicts the endeavoring spirit and playfulness that has been a part of our company since its founding.
We also decided on the tagline “Pass It On. Share the Joy”. This tagline expresses our raison d’être, which is to bring people joy by recirculating valuable reuse items.
■ Statement
■For press or media inquiries, please contact us as indicated below.
GEO HOLDINGS CORPORATION
Contact: Ishizaki
at the Public Relations Section, Corporate Communication Department