What Heart Second Hand does

Heart Second Hand is a Swedish non-profit second-hand retail operation wholly owned by Heart of Evangelism (organisationsnummer 802517-4809, headquartered in Uppsala). It runs two physical stores — in Kungälv (rebranded under the Heart Second Hand name in mid-2021) and Klädesholmen (opened December 2021) — selling donated second-hand goods alongside a small café at the Kungälv location. The organization operates with seven paid employees and relies on an estimated 100 weekly volunteers, particularly at the Kungälv store, to handle retail operations, sort donations, and run volunteer programs that provide work training, language practice, and social networking for participants.

The business model is community-led and donation-funded rather than profit-seeking. Revenue is generated through retail sales of donated goods and through financial gifts and monthly giving administered by Heart of Evangelism. All economic surplus from both stores is directed to Barmh\u00e4rtighetens Hus and Heart of Evangelism's broader social work programs, which target gang crime, drug abuse, mental health issues, and social exclusion. The organization has no proprietary technology, no mobile app, no e-commerce channel, and no AI/ML components; its digital footprint is limited to a WordPress website used for information, donations, and volunteer recruitment. Marketing relies on word-of-mouth and community referrals rather than paid digital advertising.

Customer segments are horizontal: local consumers seeking affordable second-hand goods, donors contributing items or money, and volunteers or job seekers seeking work experience, language practice, and social integration. Opening hours are limited (Kungälv: Tuesday 14:00–18:00, Saturday 10:00–14:00; Klädesholmen: Tuesdays 14:00–17:00, Saturdays 11:00–14:00) and the Klädesholmen store cannot accept clothing or large furniture due to space constraints. Privacy and data handling are managed in line with Swedish data protection legislation under the GDPR-compliant privacy policy published by Heart of Evangelism.

Name

Heart Second Hand

Legal name

Heart of Evangelism

Website

https://heartsecondhand.se

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Heart Second Hand is a Swedish non-profit second-hand retail chain operating two volunteer-run stores in Kungälv and Klädesholmen, selling donated goods to fund the social work programs of parent charity Heart of Evangelism.

Ownership category

akta.pro rank

Headquarters

HQ city

Kungälv

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Second-hand retail sales: Revenue generated from the sale of donated second-hand goods in physical retail stores. All economic surplus is directed to Barmhärtighetens Hus and Heart of Evangelism's social work programs, rather than retained as profit.
2. Gift/Donation support: The organization accepts financial gifts and monthly giving from donors, with personal information collected for administrative purposes and statistical tracking.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Heart Second Hand operates two volunteer-driven second-hand retail stores in Kungälv and Klädesholmen, Sweden, selling donated goods to generate economic surplus directed to Heart of Evangelism and Barmhärtighetens Hus's charitable social work programs. The Kungälv store additionally features a café serving pastries and beverages, and both locations serve as community meeting places supporting work training, language practice, and social integration.

Product overview

Heart Second Hand operates as a charitable retail operation consisting of two second-hand stores (Kungälv and Klädesholmen) that function as meeting places for community, volunteer work, and social rehabilitation. Both stores are volunteer-driven, with all surplus revenue directed to Heart of Evangelism's social mission, including support for Barmhärtighetens Hus. The Kungälv location also features a café. The organization positions its stores as addressing social needs related to gang crime, drug abuse, mental health issues, and social exclusion.

Differentiator

Problem solved

Functional benefit

Products and services

• Heart Second Hand Kungälv A volunteer-driven second-hand retail store in Kungälv, Sweden, selling donated goods and featuring an on-site café serving coffee and pastries. Open Tuesdays 14:00-18:00 and Saturdays 10:00-14:00. Gift drop-off available Monday-Friday 09:00-15:00 and Tuesdays 15:00-17:00. All surplus revenue is directed to Barmhärtighetens Hus and Heart of Evangelism's social work programs.
• Heart Second Hand Klädesholmen A volunteer-operated second-hand retail store in Klädesholmen, Sweden, opened December 2021. Open Tuesdays 14:00-17:00 and Saturdays 11:00-14:00. Due to space limitations, the store cannot accept large furniture or clothing donations. All surplus proceeds support Barmhärtighetens Hus and Heart of Evangelism's social initiatives.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Barmhärtighetens HuscoreOthersBarmhärtighetens Hus receives the economic surplus from Heart Second Hand Klädesholmen operations, directing funds to charitable social work programs.
• Heart of EvangelismcoreOthersHeart Second Hand is operated by Heart of Evangelism (organization number 802517-4809). All surplus from Kungälv store goes to Heart's social work initiatives. Headquarters: Box 240 42, 750 24 Uppsala, Sweden.
• RenfixabminorGTM or Marketing PartnerRenfixab is a sponsor of Heart Second Hand, appearing on the website as a supporter. Website: renfixab.se.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Myrorna: Sweden's largest charity second-hand chain, operated by the Salvation Army, selling donated goods across many stores nationwide. Direct competitor in the Swedish charity thrift retail category with a similar volunteer-and-donation-fed model.
• PMU Second Hand: Swedish nonprofit operating second-hand retail whose proceeds fund social and humanitarian projects. Directly comparable mission-aligned thrift retail model operating in the same Swedish market.
• Erikshjälpen: Swedish nonprofit second-hand retail chain funding international aid work. Operates physical stores and online sales of donated goods, comparable in mission-driven retail format and surplus-funded charitable model.
• Röda Korset Second Hand: Swedish Red Cross second-hand shops channel proceeds to humanitarian programs. A directly comparable charity retail operator combining community engagement, donations, and fundraising.
• Stadsmissionen: Stockholm City Mission runs second-hand stores in Sweden that fund social programs for vulnerable populations. Highly comparable on the dual mission (social support + circular reuse) and physical retail format.

Broad incumbents

• Salvation Army Family Stores: International Salvation Army thrift retail network, parent to Myrorna in Sweden. Highly comparable model of donated goods, volunteer labor, and surplus directed to social programs.
• Goodwill Industries: The largest global nonprofit thrift retail operator, with stores across the US and internationally. Relevant as the established, scaled archetype of the volunteer-and-mission-driven secondhand retail model Heart Second Hand operates at a much smaller scale.
• Oxfam Shops: UK charity second-hand retail chain funding Oxfam's poverty and humanitarian programs. Comparable donation-fed, volunteer-staffed, mission-funded retail model, though operating at much larger scale with e-commerce.

Emerging players

• Barnardo's Charity Shops: UK charity operating a network of second-hand shops funding children's services. Comparable as a smaller charity retail operator where retail proceeds and volunteer engagement support a broader social mission.

Regional players

• Human Bridge: Swedish nonprofit that collects and redistributes second-hand textiles and goods domestically and internationally. Comparable secondhand goods and social mission, though primarily a collection/distribution operator rather than a retail storefront.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/heart-second-hand

Compliance1 record

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 Heart Second Hand