StayGold

What StayGold does

StayGold Inc. (株式会社STAYGOLD) is a privately held Japanese reuse and resale company founded in 2014 and headquartered in Shinagawa, Tokyo. The company operates a multi-format retail and auction platform for pre-owned luxury brand goods, vintage fashion, silver accessories (notably Chrome Hearts and Goro's), sneakers, watches, and jewelry, serving Japanese consumers across more than ten sub-brands including BRING, BRAND REVALUE, One Style, AWESOME, BRING KICKS, Thrift Closet, WASTE_NOT, and HappyPrice.

The platform is built around proprietary in-house authentication expertise (真贋鑑定) provided by trained specialists across categories, which is positioned as the central differentiator versus counterfeit risk in the second-hand luxury market. Distribution combines a Japan-wide network of owned physical stores in Tokyo, Yokohama, Osaka, Nagoya, and other metropolitan areas; owned e-commerce sites such as ReMarque (luxury vintage); B2C and B2B auction services including Revalue Auction (リバオク), Happy Tokyo Auction, and Happy Reuse Auction; a franchise channel (Brand Revalue FC); and presence on the Yahoo! Auction marketplace. Headcount has expanded from 500 (April 2025) to 686 (April 2026), with recent openings into Kanagawa Prefecture and the Kansai region.

The business model derives revenue from price differentials on resale transactions (B2C), auction commissions on B2B brand-goods transactions, and franchise/licensing fees. The BRING brand has won the Yahoo! Auction Best Store Award 'High-priced Product Promotion Prize' for three consecutive years. Customer segments span luxury-focused individual consumers, fashion beginners (via Thrift Closet), and B2B reuse-industry buyers; the company operates entirely within Japan and is led by President and Representative Director Atsushi Kashimura.

Name

StayGold

Legal name

株式会社STAYGOLD

Website

https://staygold-sg.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

StayGold is a Japanese private company that buys and sells authenticated pre-owned luxury fashion, silver accessories, sneakers, watches, and jewelry through a multi-brand retail network, e-commerce sites, B2B auctions, and a franchise model across Japan.

Ownership category

akta.pro rank

Product category

Pre-owned Luxury Goods Resale Retail

NAICS

Used Merchandise Retailers (459510), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

Retail-Jewelry Stores (5944), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Authenticated Luxury Resale Marketplaces (CRAKAKAA)

akta.pro secondary industries

Luxury Fashion Resale, Vintage & Pre-owned (CRAAAFAN), Pre-owned/Vintage Jewelry & Watch Retail (Resale) (CRAKAGAI), B2B Trade-in, Buyback & Recommerce Programs (CRAKAKAK)

Keywords

• Luxury goods resale
• Pre-owned fashion retail
• Brand reuse services
• Vintage clothing sales
• Sneaker authentication retail

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Brand Reuse Retail (B2C): Purchase and sale of pre-owned luxury brands, fashion items, silver accessories, watches, and jewelry through retail stores and EC sites. Revenue generated from price differentials in buying from consumers and selling to other consumers.
2. Brand Reuse Wholesale/OEM: B2B brand reuse services through online auction platform (リバオク) serving other businesses in the reuse industry.
3. Franchise (FC) Revenue: Franchise model for Brand Revalue service expanding through franchise partners.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels3 records

Core offering

STAYGOLD operates a multi-format luxury and branded goods reuse retail platform in Japan, purchasing and reselling pre-owned luxury fashion, silver accessories, sneakers, watches, jewelry, and vintage items across twelve sub-brands. The company combines in-house authentication expertise with data-driven market analysis to offer consumers authenticated pre-owned luxury items through physical retail stores, owned e-commerce sites, and consumer auction platforms, while also serving the B2B reuse industry through a dedicated online auction service.

Product overview

STAYGOLD operates a multi-format reuse retail platform anchored by the BRING brand, encompassing B2C resale shops (BRING, Thrift Closet, One Style, AWESOME, BRING KICKS, WASTE_NOT, HappyPrice), a B2B auction service (Revalue Auction / リバオク), an EC marketplace for luxury vintage (ReMarque), and dedicated auction platforms (Happy Tokyo Auction, Happy Reuse Auction), all unified by professional in-house authentication and data-driven merchandising.

Differentiator

Problem solved

Functional benefit

Brands

• BRING: Brand reuse shop for luxury fashion items. Data-driven market analysis combined with professional staff service. Features high-value merchandise including Chrome Hearts and other premium brands.
• BRAND REVALUE (ブラリバ)
• ReMarque (リマルク)
• One Style
• AWESOME
• BRING KICKS
• BRING THRIFT CLOSET
• WASTE_NOT
• HappyPrice (ハッピープライス)
• HAPPY TOKYO AUCTION
• HAPPY REUSE AUCTION
• Revalue Auction (リバオク)

Products and services

• BRAND REVALUE (ブラリバ) Customer-facing purchase service for pre-owned luxury brand items, emphasizing honest and sincere sales staff interactions to connect owners with next customers and create new value.
• Revalue Auction (リバオク) B2B-oriented brand-item auction platform handling high-quality, high-value merchandise with the option to inspect items in person before online bidding.
• ReMarque (リマルク) EC mall selling luxury vintage items directly to general consumers, with authentication by experienced appraisers to ensure safe online purchasing.
• BRING (ブリング) Flagship brand fashion purchase and resale service combining data-driven precise market analysis with professional staff, delivering speed and assurance for buying and selling high-value branded fashion.
• One Style (ワンスタイル) Specialized store buying and selling Chrome Hearts and Goro's silver accessories, with specialist buyers performing strict authenticity verification on all handled items.
• AWESOME (オーサム) Vintage and archive specialty shop offering rare, once-in-a-lifetime pieces such as special vintage items and extremely rare brand archive pieces, with high collectible value.
• BRING KICKS Sneaker specialty store offering a wide lineup from classic past releases to the latest popular models, with experienced authenticators providing reliable authentication.
• THRIFT CLOSET (BRING THRIFT CLOSET) Thrift shop format centered on popular streetwear brands offering a wide variety of affordable items accessible to fashion beginners.
• WASTE_NOT Brand reuse shop carrying products from all STAYGOLD labels, featuring the largest selection and highest quality. Reuse concierges handle both purchasing and sales to meet customer needs.
• HappyPrice (ハッピープライス) Discount brand reuse shop offering lower-priced branded goods.
• HAPPY TOKYO AUCTION Tokyo-area brand reuse auction platform operated by STAYGOLD.
• HAPPY REUSE AUCTION General brand reuse auction platform operated by STAYGOLD.

Quantifiable outcome

• 3 consecutive years winning special award at Yahoo! Auction Best Store Award

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor and core.

• にしたんクリニック (Nitan Clinic / Medical Corporation Chokuyukai)minorStrategic or Co-development Partner · 16 June 2025Healthcare partnership providing female employees with free AMH testing and medical consultation services as part of pre-conception care benefits. STAYGOLD provides employee access; Nishitan Clinic provides medical services.
• LINE雅虎株式会社 (LINE Yahoo Corporation)coreGTM or Marketing PartnerPlatform partnership for Yahoo! Auction online marketplace. STAYGOLD operates BRING store on the platform, winning consecutive special awards including 'High-priced Product Promotion Award' for 3 consecutive years.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• BOOKOFF Corporation (ブックオフグループ): Major Japanese reuse/secondhand retail chain with multiple specialty formats including fashion and luxury. Comparable multi-format, multi-category reuse retail model with national footprint.
• Vestiaire Collective: Global authenticated luxury resale marketplace operating across Europe, Americas, and Asia. Directly comparable business model with authentication focus and high-end luxury positioning.
• 2nd STREET (株式会社ゲオホールディングス): Operated by GEO Holdings, 2nd STREET is one of Japan's largest reuse retail chains with nationwide stores covering fashion, luxury, and other categories. Comparable multi-format reuse retail footprint and scale.
• Komehyo (コメ兵株式会社): Japan's largest publicly listed luxury reuse company, operating branded resale (Komehyo), auction (JBA), and pawn businesses. Most directly comparable peer given identical luxury reuse model, Japanese market focus, and multi-format retail + B2B auction structure.
• The RealReal: US-based authenticated luxury resale marketplace combining online and consignment retail. Directly comparable on authenticated luxury resale model, multi-channel GTM, and authentication-as-moat positioning.
• RAGTAG (株式会社ティファナ): Japanese designer/vintage fashion resale retailer with stores nationwide. Closely comparable in brand-resale category, customer segment (fashion-conscious luxury buyers), and physical store-led GTM.
• Eco Ring Co., Ltd. (エコリング株式会社): Japanese reuse retailer specializing in branded fashion, jewelry, watches, and precious metals with multi-format stores. Closely comparable peer given similar category mix and Japanese domestic market focus.

Emerging players

• StockX: Global authenticated marketplace for sneakers, streetwear, and collectibles. Comparable on authentication-led resale for high-value secondary market goods; overlaps with StayGold's BRING KICKS specialty.

Broad incumbents

• Mercari, Inc. Japan's dominant C2C marketplace (Mercari, Merpay) handling broad categories including luxury. Not a direct competitor in authenticated luxury resale, but competing for inventory supply from consumers selling high-end items.

Others

• Yahoo! Auctions / LINE Yahoo Corporation: Platform partner and adjacent ecosystem player. Yahoo! Auctions is the marketplace where StayGold's BRING has won three consecutive awards; functions as both critical distribution channel and indirect competitor for individual sellers of luxury goods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/staygold2014
• Facebookfacebook.com/staygold2014
• Instagraminstagram.com/staygold_official_

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 StayGold