Second Love
SecondLove Resale Boutique is a women-owned, single-location physical resale boutique in Denver, Colorado that buys gently used women's clothing from sellers and resells curated, brand-name and vintage pieces to eco-conscious local female consumers under a buy-sell-trade model.
- Company typePrivate
- Founded2013
- HeadquartersDenver, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Second Love does
SecondLove Resale Boutique is a single-location, women-owned and operated physical retail resale boutique founded by Kelly in 2013 in the Berkeley neighborhood of Denver, Colorado, at 4325 W 41st Avenue off Tennyson Street. The company operates a traditional buy-sell-trade model: it purchases gently used women's casual wear from individual sellers and resells the curated inventory — covering recognized brands such as Free People, Reformation, Anthropologie, Aritzia, Ganni, and Madewell alongside vintage pieces — to eco-conscious, fashion-oriented female consumers. Sellers are compensated at 30% of retail price via check or 40% in non-expiring store credit, while buyers pay curated retail prices set per item based on brand, condition, and style.
The business has no proprietary technology and no digital product surface; the entire operation runs on the in-store experience and a basic Squarespace website. Marketing is limited to organic Instagram (@secondlovetennyson) showcasing products, customer spotlights, and seasonal promotions, with word-of-mouth and community engagement serving as the primary customer acquisition channels. The boutique is co-located with Yogi Exchange, a separate retailer sharing the same physical space, allowing cross-traffic between the two businesses. There are no disclosed funding rounds, institutional investors, parent companies, e-commerce operations, mobile applications, or API integrations, and the headcount is minimal (approximately six employees including the founder). The company is a bootstrapped, founder-led lifestyle retail business targeting repeat local customers in Denver, with no demonstrated multi-unit or digital expansion to date.
Second Love firmographics
Firmographics- Name
- Second Love
- Legal name
- SecondLove Resale Boutique
- Website
- https://secondlovedenver.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SecondLove Resale Boutique is a women-owned, single-location physical resale boutique in Denver, Colorado that buys gently used women's clothing from sellers and resells curated, brand-name and vintage pieces to eco-conscious local female consumers under a buy-sell-trade model.
- Ownership category
- akta.pro rank
Second Love industry classification
Industry- Product category
- Women's Resale Apparel
- NAICS
- Used Merchandise Retailers (459510), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Off-Price Luxury / Designer Resale & Discount Boutiques (CRAEABAE)
- akta.pro secondary industries
- Apparel, Footwear & Accessories Resale (CRAFAGAA), Luxury & Designer Resale (CRAFAGAB)
Keywords
Where Second Love is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Second Love business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales
Revenue model
- Retail Resale: The company purchases gently used clothing items from sellers at 30% of retail price (via check) or 40% (via store credit), then resells these items at curated retail prices to consumers. Revenue is generated through the margin between purchase price and retail sale price.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Customer purchase pricing |
| Transaction based/ take rate | Pay-as-you-go | Seller compensation - check option |
| Transaction based/ take rate | Pay-as-you-go | Seller compensation - store credit option |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Second Love product offering
Product offeringCore offering
SecondLove is a single-location women's resale boutique in Denver, Colorado that buys gently used women's casual clothing from local sellers and resells curated, pre-loved items at retail prices. Sellers are compensated with 30% of the retail price via check or 40% in store credit (gift cards that do not expire), and the store operates a buy-sell-trade cycle focused on contemporary brands and vintage finds.
Product overview
SecondLove is a single-location physical retail resale boutique offering pre-loved women's clothing. The business operates as a unified retail service where customers can buy, sell, and trade second-hand fashion items. There are no separate product modules, software platforms, or digital product offerings—the entire operation centers on the physical storefront experience in Denver, Colorado.
Differentiator
Problem solved
Functional benefit
Products and services
- SecondLove Resale Boutique A physical retail resale boutique in Denver, Colorado, offering pre-loved, second-hand women's clothing and fashion items. The store operates a buy-sell-trade model where customers can bring in gently used women's casual wear and receive 30% of the retail price by check or 40% in non-expiring store credit, with accepted items then resold at curated retail prices.
Companies that use Second Love
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Second Love technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Second Love partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Yogi ExchangeminorYogi Exchange and Second Love are different businesses that share the same physical space at 4325 W 41st Avenue, Denver. They are described as 'buddies' and customers are welcome to walk between stores, though they ring up items at separate registers and fill out separate forms with each store's staff.
Scale indicators1 record
Recent moves3 records
Expansion highlights1 record
Second Love competitors and assessment
Company assessmentDirect peers
- Plato's Closet: Franchised resale concept that buys and sells gently used teen and young adult apparel, operating a similar trade-in-for-cash-or-credit model. Comparable in core mechanic, though skews younger and broader than SecondLove's curated women's boutique positioning.
- Crossroads Trading: Buy-sell-trade resale retailer with multiple stores that buys directly from customers and resells curated secondhand apparel and accessories. Highly comparable operating model and customer value proposition to SecondLove.
- Clothes Mentor: Women's-focused resale franchise that buys and resells gently used contemporary and designer women's apparel. Closely comparable to SecondLove's curated women's resale concept, with multi-store presence.
- Buffalo Exchange: Multi-location U.S. resale chain operating the same buy-sell-trade model as SecondLove, paying sellers in cash or store credit and reselling curated secondhand apparel. Directly comparable in concept, though at much larger scale and with national footprint.
Emerging players
- Vestiaire Collective: Global luxury and designer resale marketplace with authentication. Overlaps with SecondLove's premium/designer brand assortment (Reformation, Ganni, etc.) at a higher price point and digital-only format.
- The RealReal: Online luxury consignment platform authenticating and reselling pre-owned luxury and designer fashion. Partial overlap with SecondLove's designer and premium brand offering (Reformation, Ganni, Sézane, Anine Bing), though anchored at the high end of the price spectrum.
- Depop: Peer-to-peer resale app popular for vintage and on-trend women's fashion. Adjacent competitor for the same Gen Z / millennial secondhand fashion buyer that SecondLove targets in Denver.
Broad incumbents
- thredUP: Large online resale platform that buys secondhand apparel directly from consumers and resells at scale. Not a direct competitor for in-store shopping but competes for the same sellers and buyers of women's secondhand clothing, with broader catalog and convenience.
- Poshmark: Peer-to-peer resale marketplace where individuals list and sell secondhand apparel and accessories. Competes with SecondLove for both seller supply and buyer demand via a digital, social-style experience.
Others
- Yogi Exchange: Co-located retail neighbor sharing the same physical space at 4325 W 41st Avenue, Denver. Listed by SecondLove as a 'buddy' business; adjacent rather than competitive, but illustrates the co-retail format SecondLove operates within.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Second Love social profiles
Digital presenceSecond Love financial estimates
Financial estimateRevenue estimate
Valuation estimate
Second Love leadership team
Management profileNumber of profiles
Profiles1 record
Second Love funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Second Love 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 Second Love
What does Second Love do?
SecondLove is a single-location women's resale boutique in Denver, Colorado that buys gently used women's casual clothing from local sellers and resells curated, pre-loved items at retail prices. Sellers are compensated with 30% of the retail price via check or 40% in store credit (gift cards that do not expire), and the store operates a buy-sell-trade cycle focused on contemporary brands and vintage finds.
Is Second Love a public or private company?
Second Love is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Second Love founded?
Second Love was founded in 2013. It employs 1 to 10 people.
Where is Second Love based?
Second Love is headquartered in Denver, United States, in the North America region.
How does Second Love make money?
One revenue line is on record: retail Resale.
Who are Second Love's main competitors?
Direct peers on record are Plato's Closet, Crossroads Trading, Clothes Mentor and Buffalo Exchange. Emerging players are Vestiaire Collective, The RealReal and Depop. Broad incumbents are thredUP and Poshmark. Yogi Exchange is listed as an others.
Does Second Love have an API?
No public API is recorded for Second Love.
What industry is Second Love in?
Second Love's product category is Women's Resale Apparel. Its primary akta.pro industry code is CRAEABAE, Off-Price Luxury / Designer Resale & Discount Boutiques, with a secondary code of CRAFAGAA, Apparel, Footwear & Accessories Resale. Its NAICS code is 459510 and its SIC code is 5621.