Secondo
Secondo is a non-profit second-hand department store operator in Südbaden, Germany, operating three retail stores (Umkirch, Titisee-Neustadt, Donaueschingen) that resell donated furniture and household goods, run apartment clearings, and employ people with disabilities under Inklusionsunternehmen status.
- Company typePrivate
- Founded2000
- HeadquartersUmkirch, Germany
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Secondo does
Secondo GmbH, Gemeinnützige Gesellschaft zur Förderung der Inklusion is a non-profit second-hand department store operator headquartered in Umkirch, Baden-Württemberg, Germany, and a subsidiary of the registered association Inova e.V. It runs three physical Kaufhäuser in Umkirch, Titisee-Neustadt, and Donaueschingen, with roughly 1,150 sqm of sales area at Umkirch and 900+ sqm across four floors at the renovated Titisee-Neustadt site. The company retails donated used furniture, clothing, household goods, books, and collectibles, and complements this with paid services: complete apartment clearings (Wohnungsauflösungen), free pickup of donated furniture, paid delivery and assembly of purchased items, and annual flea markets. An online shop is under construction and a basic service portal handles appointment and inventory inquiries.
The business model is hybrid: zero-priced donation intake from individuals, transaction-based retail resale at the point of sale, and fee-for-service clearing, disposal, delivery, and assembly quoted on a per-job basis. Secondo operates as an officially certified Inklusionsunternehmen (Inclusion Enterprise), employing people with severe disabilities and long-term unemployed individuals — 7 supported workplaces at Umkirch and 4 at Donaueschingen — co-funded by KVJS, the Agentur für Arbeit, local Jobcenters, and the Aktion Mensch lottery foundation. This social mission drives the cost structure and enables access to public wage subsidies that for-profit competitors cannot claim.
Customer segments are B2C and locally focused: families and lower-income individuals seeking affordable household goods, donors clearing homes, and (notably) senior citizens and bereaved families needing full apartment liquidations. Marketing leans on location-specific Facebook and Instagram pages, a YouTube channel featuring a 2017 ZDF television spot, community flea markets, and word-of-mouth. The technology stack is minimal — a standard website maintained by PROLINK GmbH, a service portal, and a not-yet-launched online shop — with no proprietary platform, AI capabilities, or APIs disclosed.
Secondo firmographics
Firmographics- Name
- Secondo
- Legal name
- Secondo GmbH, Gemeinnützige Gesellschaft zur Förderung der Inklusion
- Website
- https://secondo.de
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Secondo is a non-profit second-hand department store operator in Südbaden, Germany, operating three retail stores (Umkirch, Titisee-Neustadt, Donaueschingen) that resell donated furniture and household goods, run apartment clearings, and employ people with disabilities under Inklusionsunternehmen status.
- Ownership category
- akta.pro rank
Secondo industry classification
Industry- Product category
- Second-hand Retail
- NAICS
- Used Merchandise Retailers (459510), Furniture and Home Furnishings Retailers (4491)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Secondhand & Consignment Furniture Retail (CRAIANAA)
- akta.pro secondary industry
- Reuse & Resale / Recommerce Operations (EUAIANAC)
Keywords
Where Secondo is headquartered
LocationHeadquarters
- HQ city
- Umkirch
- HQ country
- Germany
- HQ region
- Europe
Offices4 records
Markets served
Secondo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain
Revenue model
- Retail sales of second-hand goods: Secondo generates revenue by reselling donated furniture, clothing, household goods, books, and other second-hand items at its three physical store locations. Donations are collected free of charge, and items not deemed resalable are disposed of for a fee.
- Service fees (apartment clearing, disposal): Fees are charged for apartment clearing, decluttering, and disposal services. Non-resalable donated items can be disposed of at a low cost to donors.
- Delivery and assembly services: Optional paid delivery and assembly of purchased furniture to customers' homes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Second-hand retail goods — price points not publicly disclosed |
| Other | Pay-as-you-go | Apartment clearing / decluttering services — quote-based pricing |
| Other | Pay-as-you-go | Delivery and assembly of purchased furniture — quoted at point of sale |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Secondo product offering
Product offeringCore offering
Secondo operates a chain of three non-profit second-hand department stores in southern Baden (Umkirch/Freiburg, Titisee-Neustadt, Donaueschingen) selling donated and consigned furniture, clothing, household goods, electrical appliances, and decorative items to local consumers at low prices. In parallel, it offers fee-based household services — apartment clearances, furniture donation pickup, delivery and assembly, and disposal — providing a one-stop circular-economy solution for households looking to donate, sell, or clear used furnishings.
Product overview
Secondo operates three physical Second Hand Kaufhaus (secondhand department stores) in Umkirch, Titisee-Neustadt, and Donaueschingen in southern Germany, offering a comprehensive range of used goods including furniture, clothing, household items, books, and electronics. The company provides complementary services including apartment liquidations (Wohnungsauflösungen), free furniture donation pickup, delivery and assembly, and organizes annual flea markets. A new online shop is under development. All offerings support Secondo's social mission of creating employment for people with disabilities and long-term unemployed individuals, while promoting environmental sustainability through reuse.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 7 workplaces created for severely disabled people at Umkirch alone (2 of which are training positions), supported by KVJS and the employment agency.
- +3 more outcomes
Companies that use Secondo
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Secondo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Secondo partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- CaritasminorCaritas, a major German Catholic charitable organization, is listed as a supporter/partner of Secondo.
Scale indicators5 records
Recent moves10 records
Expansion highlights5 records
Secondo competitors and assessment
Company assessmentDirect peers
- Nochmall: German online recommerce marketplace for second-hand furniture and household goods; comparable business model (resale of donated/used items) but online-only and broader geographic reach, making it a digital competitor for Secondo's planned online shop.
- Stiftung Waldheim (and similar inclusion-enterprise second-hand stores): Welfare-foundation operated second-hand shops and reuse enterprises in Germany that create employment for disadvantaged groups — directly parallel to Secondo's Inklusionsunternehmen model and competitive in adjacent regional markets.
- Humana People to People Germany: Operates a national chain of second-hand clothing and household goods stores in Germany with a social-development mission; directly comparable to Secondo as a charity retail chain reselling donated goods, although Humana focuses more on textiles and runs a broader footprint.
- Sozialkaufhaus (Diakonie / Caritas second-hand Kaufhäuser): German welfare-organization-run second-hand department stores (e.g., Diakonie Kaufhaus, Caritas Sozialkaufhaus) selling donated furniture and household goods with social-inclusion employment; same inclusion-retail model as Secondo at municipal/regional level.
Broad incumbents
- Vinted: Leading European C2C resale marketplace for clothing and home goods; comparable in category overlap (second-hand household/textile goods) and diverts both donation supply and bargain-hunter demand away from regional charity retailers.
- Momox (reBuy Group): Large German recommerce platform buying and reselling used books, media, clothing and (via reBuy) electronics; competes for the same second-hand consumer wallet Secondo targets, and represents the scaled online resale category Secondo's online shop will face.
Regional players
- Kreuz & Quer Kaufhaus (and similar regional Möbel-Spendenkaufhäuser): Regional German second-hand furniture and household goods stores, often linked to inclusion or church-based organizations; same charity-furniture-retail format as Secondo but operating in different German regions.
- Brockhaus Sammler & Auktionshaus: Operates second-hand/auction retail across German regions including Südbaden, handling furniture, household goods and estate clearings; comparable on apartment/estate clearing services and second-hand retail, but with a different commercial model.
Market position
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Secondo social profiles
Digital presenceSecondo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Secondo leadership team
Management profileNumber of profiles
Profiles6 records
Secondo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Secondo 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 Secondo
What does Secondo do?
Secondo operates a chain of three non-profit second-hand department stores in southern Baden (Umkirch/Freiburg, Titisee-Neustadt, Donaueschingen) selling donated and consigned furniture, clothing, household goods, electrical appliances, and decorative items to local consumers at low prices. In parallel, it offers fee-based household services — apartment clearances, furniture donation pickup, delivery and assembly, and disposal — providing a one-stop circular-economy solution for households looking to donate, sell, or clear used furnishings.
Is Secondo a public or private company?
Secondo is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Secondo founded?
Secondo was founded in 2000. It employs 11 to 50 people.
Where is Secondo based?
Secondo is headquartered in Umkirch, Germany, in the Europe region.
How does Secondo make money?
Three revenue lines are on record. Retail sales of second-hand goods are the primary driver. The others are service fees (apartment clearing, disposal) and delivery and assembly services.
Who are Secondo's main competitors?
Direct peers on record are Nochmall, Stiftung Waldheim (and similar inclusion-enterprise second-hand stores), Humana People to People Germany and Sozialkaufhaus (Diakonie / Caritas second-hand Kaufhäuser). Broad incumbents are Vinted and Momox (reBuy Group). Regional players are Kreuz & Quer Kaufhaus (and similar regional Möbel-Spendenkaufhäuser) and Brockhaus Sammler & Auktionshaus.
Does Secondo have an API?
No public API is recorded for Secondo.
What industry is Secondo in?
Secondo's product category is Second-hand Retail. Its primary akta.pro industry code is CRAIANAA, Secondhand & Consignment Furniture Retail, with a secondary code of EUAIANAC, Reuse & Resale / Recommerce Operations. Its NAICS code is 459510 and its SIC code is 5700.