Humana Second Hand
Humana Second Hand is a Swedish non-profit retail chain operating four physical stores in Stockholm, Göteborg, and Malmö that resells donated used clothing and accessories, with surplus funding development aid.
- Company typePrivate
- Founded1982
- HeadquartersStockholm, Sweden
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Humana Second Hand does
Humana Second Hand is the retail arm of HUMANA Sverige Miljö- och Biståndsförening, a Swedish non-profit humanistic association founded in 1982. The business collects donated used textiles, clothing, footwear, and accessories, and resells them through four physical retail stores in Stockholm (STHLM City and STHLM Mariatorget), Göteborg, and Malmö. The company operates as a non-profit, with surplus directed toward development aid projects supporting ecological, social, and economic sustainability. Inventory supply is sourced through donations and routed via European sorting centers within the global HUMANA network, enabling a fast-rotating assortment.
The core commercial offering is a curated selection of contemporary and vintage second-hand fashion targeted at sustainability-minded, fashion-conscious consumers seeking distinctive style without consuming newly manufactured items. Beyond core resale, HUMANA Second Hand has built a portfolio of brand extensions: the Hotel Bag and Hostel Bag (upcycled products in partnership with Reused Remade, priced at 90 SEK); HUMANA Collected (annual artist collaboration program, with 22 contributing artists and 272,306 SEK donated to charity since 2021); HUMANA Music (curated Spotify playlists with 70+ artists); H People (customer-generated content program); HUMANA Wardrobe Visits (video content); and a B2B-adjacent styling loan service for media professionals with 14-day loan periods.
The business model is primarily direct-to-consumer retail with no e-commerce channel. Pricing is per-unit in Swedish Krona, with payment handled in-store (Klarna Checkout integrated into the digital stack). The company is not venture-backed, has no external institutional investors, and operates under 90-ACCOUNT certification from Insamlingskontroll. Technology is limited to standard marketing and commerce tooling — Google Analytics, Facebook Pixel, Mailchimp, and social media platforms — with no proprietary AI/ML or technology platform described. The retail entity sits within a two-tier Swedish legal structure comprising the parent non-profit association and its wholly owned subsidiary HUMANA Kläddinsamling AB.
Humana Second Hand firmographics
Firmographics- Name
- Humana Second Hand
- Legal name
- Miljö & Biståndsföreningen Humana Sverige
- Website
- https://humanasecondhand.se
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Humana Second Hand is a Swedish non-profit retail chain operating four physical stores in Stockholm, Göteborg, and Malmö that resells donated used clothing and accessories, with surplus funding development aid.
- Ownership category
- akta.pro rank
Humana Second Hand industry classification
Industry- Product category
- Second-hand Retail
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Shoe Retailers (4582), Used Merchandise Retailers (459510)
- SIC
- Retail-Shoe Stores (5661), Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Apparel, Footwear & Accessories Resale (CRAFAGAA)
Keywords
Where Humana Second Hand is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices5 records
Markets served
Humana Second Hand business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others
Revenue model
- Retail Sales of Second-Hand Clothing: Humana Second Hand generates revenue through the sale of donated second-hand clothing, footwear, and accessories in their physical retail stores across Sweden. The business model is entirely based on collecting and selling donated products, with surplus proceeds going to development aid projects.
- Branded Product Sales: Sale of exclusive branded products such as the Hotel Bag and Hostel Bag made from redesigned hotel sheets, as well as HUMANA Collected art posters at 150 SEK each.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hotel Bag and Hostel Bag - exclusive upcycled product |
| Unit Pricing | Pay-as-you-go | HUMANA Collected art posters |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Humana Second Hand product offering
Product offeringCore offering
Humana Second Hand is a non-profit retail chain that collects donated used textiles, clothing, footwear, and accessories and resells them through physical retail stores in Sweden. Operations are organized under HUMANA Sverige Miljö- och Biståndsförening, a non-profit association founded in 1982, with surplus proceeds channeled to international development aid projects focused on ecological, social, and economic sustainability.
Product overview
HUMANA Second Hand is a second hand retail store and non-profit association based in Sweden, part of HUMANA Sweden founded in 1982. The core offering is a curated selection of second hand and vintage clothes, footwear, and accessories. The company operates physical retail stores in Stockholm, Gothenburg, and Malmo. Beyond retail, HUMANA has developed several complementary products including the Hotel Bag and Hostel Bag (sustainable bags made from recycled hotel sheets), HUMANA Collected (art collection featuring emerging artists with profits donated to charity), HUMANA Music (Spotify playlist collaborations), H People (customer showcase platform), HUMANA Wardrobe Visits (video series), and styling services for professional photographers and stylists. The company also maintains an archive of campaigns and lookbooks, and offers gift cards. All surplus from operations goes to development aid projects supporting ecological, social, and economic sustainability.
Differentiator
Problem solved
Functional benefit
Brands
- HUMANA Collected: An art collection concept where the company invites established and emerging artists to collaborate. Artworks are displayed in stores for one year, and profits from sold posters are donated to charity organizations chosen by each artist.
- HUMANA Music
- The Hotel Bag
Products and services
- HUMANA Second Hand retail stores Curated second-hand and vintage clothing, footwear, and accessories sold across four physical retail stores in Sweden (Stockholm City, Stockholm Mariatorget, Göteborg, Malmö) for individual consumers seeking sustainable fashion.
- Hotel Bag Exclusive upcycled tote bag manufactured from redesigned hotel sheets, available in all HUMANA Second Hand stores in Sweden for 90 SEK. Reduces climate footprint by up to 64% environmental impact compared to recycled or virgin textile fibers.
- Hostel Bag Smaller-sized version of the Hotel Bag made from the same redesigned hotel sheet materials, positioned as a versatile everyday bag.
- HUMANA Collected art posters Limited-edition art posters sold in HUMANA Second Hand stores at 150 SEK each, with all profits donated to charity organizations chosen by the contributing artists. Featured artworks are displayed in-store for one year.
- Gift Cards Physical gift cards available for purchase in HUMANA Second Hand stores, functioning as a flexible gifting option for recipients to spend on any in-store merchandise.
- Styling Services A 14-day loan service allowing professional stylists, photographers, and media production companies to borrow HUMANA second-hand clothing items for editorial shoots, commercial campaigns, and fashion productions. Booking is handled through the dedicated styling email channel ([email protected]).
Quantifiable outcome
- 272,306 SEK donated to charitable organizations since 2021 through HUMANA Collected
- +2 more outcomes
Companies that use Humana Second Hand
Customer profileSegments3 records
Ideal customer profiles3 records
Humana Second Hand technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Humana Second Hand partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Reused RemadecoreCollaboration to create the Hotel and Hostel Bag products from discarded hotel textiles. Reused Remade redesigns leftover hotel sheets to prolong their life in different forms. The sheets are sourced from hotels and supplied through a laundry company, then sent to a factory in Pakistan for cutting, printing and sewing.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Humana Second Hand competitors and assessment
Company assessmentEmerging players
- Depop: Global peer-to-peer fashion resale platform popular with Gen Z. Targets the same younger, fashion-conscious, sustainability-minded persona Humana cultivates via H People, but through social-commerce rather than physical stores.
- Sellpy: H&M-owned Swedish online resale platform offering convenient pickup, cleaning, and resale of secondhand fashion. Targets the same Swedish secondhand customer but via a fully digital, logistics-enabled model — the primary online threat to Humana's physical-store approach.
- Vinted: Pan-European peer-to-peer fashion resale platform with strong Nordic presence. Competes for the same secondhand-fashion-conscious Swedish consumer via a mobile-first marketplace rather than physical retail.
Direct peers
- Myrorna: Swedish non-profit second-hand retail chain operated by the Salvation Army. Same donation-based retail model, charity-surplus structure, and physical-store footprint in Sweden, making it Humana Second Hand's closest direct comparable.
- Beyond Retro: European vintage and secondhand fashion retailer with curated apparel stores across the UK and continental Europe. Comparable in product positioning — curated, fashion-forward secondhand clothing — though operates as a commercial for-profit retailer.
- Röda Korset (Red Cross) Second-hand Shops: Swedish Red Cross operates second-hand retail stores across Sweden selling donated clothing with proceeds funding humanitarian work. Mirrors Humana's donation-to-charity supply and value proposition.
- Erikshjälpen Second Hand: Swedish non-profit second-hand retailer supporting development aid through donated clothing sales. Operates physical stores across Sweden with an identical charity-funded resale model to Humana Second Hand.
- UFF (U-landshjälp från Folk till Folk): Swedish non-profit second-hand chain supporting development aid through donated clothing sales. Operates secondhand stores in Sweden with a near-identical mission and operating model to Humana Second Hand.
Regional players
- Tradera: Swedish online marketplace (owned by eBay) for secondhand goods including apparel, footwear, and accessories. Represents the leading digital C2C/C2B resale alternative to Humana's physical-store donation model in Sweden.
Broad incumbents
- ThredUp: US-based large-scale online resale platform with a managed-marketplace model for secondhand apparel. A broader, scaled incumbent illustrating the strategic direction Humana could pursue if it built out an online resale channel.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Humana Second Hand social profiles
Digital presenceHumana Second Hand compliance and trust
Trust signalCompliance2 records
Humana Second Hand financial estimates
Financial estimateRevenue estimate
Valuation estimate
Humana Second Hand leadership team
Management profileNumber of profiles
Humana Second Hand funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Humana Second Hand M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Humana Second Hand
What does Humana Second Hand do?
Humana Second Hand is a non-profit retail chain that collects donated used textiles, clothing, footwear, and accessories and resells them through physical retail stores in Sweden. Operations are organized under HUMANA Sverige Miljö- och Biståndsförening, a non-profit association founded in 1982, with surplus proceeds channeled to international development aid projects focused on ecological, social, and economic sustainability.
Is Humana Second Hand a public or private company?
Humana Second Hand is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Humana Second Hand founded?
Humana Second Hand was founded in 1982. It employs 51 to 100 people.
Where is Humana Second Hand based?
Humana Second Hand is headquartered in Stockholm, Sweden, in the Europe region.
How does Humana Second Hand make money?
Two revenue lines are on record. Retail Sales of Second-Hand Clothing is the primary driver. The others are branded Product Sales.
Who are Humana Second Hand's main competitors?
Emerging players on record are Depop, Sellpy and Vinted. Direct peers are Myrorna, Beyond Retro, Röda Korset (Red Cross) Second-hand Shops, Erikshjälpen Second Hand and UFF (U-landshjälp från Folk till Folk). Tradera is listed as a regional player. ThredUp is listed as a broad incumbent.
Does Humana Second Hand have an API?
No public API is recorded for Humana Second Hand.
What industry is Humana Second Hand in?
Humana Second Hand's product category is Second-hand Retail. Its primary akta.pro industry code is CRAFAGAA, Apparel, Footwear & Accessories Resale. Its NAICS code is 45811 and its SIC code is 5661.