Humana Second Hand

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.

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

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

• Second hand retail
• Thrift store
• Used clothing sales
• Upcycled accessories
• Charity retail

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

One partnership is on record.

• Reused RemadecoreStrategic or Co-development PartnerCollaboration 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

Emerging 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

• YouTubeyoutube.com/channel/UCCpb6r187CsXjieeRPlMiew
• Facebookfacebook.com/HumanaSecondHand
• LinkedInlinkedin.com/company/humana-second-hand
• Instagraminstagram.com/humanasecondhand.se
• TikToktiktok.com/@humanasecondhand.se

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Humana Second Hand