#Japan #rebranding #App Launch #Minato #Brandear

Brandear's Groundbreaking Rebranding Initiative

Brandear, the buy and sell service for luxury goods operated by Circluxe Inc. based in Minato, Tokyo, is set to undergo a significant rebranding. This marks the brand's first rebranding since its inception, aimed at enhancing customer experiences and expanding its business footprint. On January 19, 2026, Brandear will unveil a new logo, a new brand message, and its very first official app.

Context of the Rebranding

In recent years, the reuse market has been expanding, making the buying and selling of luxury items a much more accessible option for consumers. The act of selecting, wearing, and later parting with luxury goods has become a natural part of daily life, shaped by shifting lifestyles and values.

Brandear aims to be a companion to its users through this cycle of change, embracing both the thrill of acquiring luxury items and the bittersweet feelings that come with letting them go. The brand seeks to facilitate an enjoyable market that embraces the concept of “enjoyable reuse.”

To reflect this vision, Brandear is adopting the tagline “Brand is Dramatic.” This statement encapsulates the little dramas of everyday life associated with brand choices— the excitement of purchasing and the nostalgia of selling. The company wishes to affirm that enjoying a brand includes embracing the emotional elements tied to these experiences.

Brandear's New Visual Identity

The newly designed Brandear logo is intended to convey a blend of luxury and joy, characterized by unique calligraphic elements that evoke a sense of elevation. This design deliberately distinguishes Brandear from other luxury buy/sell services, positioning it as a platform for self-expression and fashion enjoyment, rather than merely a transaction service.

Introducing the Brandear App

The new Brandear app aims to integrate the selling and buying experiences seamlessly for users. Featured with an intuitive interface, even first-time users can navigate the app with ease while enjoying the security that comes with Brandear services.

Key Features of the Brandear App:

• - Complete buying and selling processes within a single app.
• - Easy-to-use interface that is beginner-friendly.
• - Over 50,000 second-hand luxury items available for purchase.
• - Coverage of more than 6,000 brands for buying and selling.
• - Free shipping, appraisal fees, and cancellation fees.
• - Convenient home-based delivery purchase services (free delivery kits).
• - Professional yet friendly appraisal standards by expert staff.

App Specifications:

• - Name: Brandear
• - Service: Luxury goods buying and selling
• - Supported OS: iOS / Android
• - Use Fee: Free registration (user bears communication costs)
• - Launch Date: January 19, 2026
• - Operating Company: Circluxe Inc.
• - Language Supported: Japanese
• - Download Links:

- iOS
- Android

Future Aspirations

Utilizing this rebranding and the new app launch as a springboard, Brandear plans to strengthen its communication with brand enthusiasts. The aim is to foster a new reuse culture that encompasses the transformations in lifestyle and values tied to buying and selling luxury goods.

Executive Commentary

According to Yasuto Saito, the CEO of Circluxe, Brandear has always been recognized for its delivery-based purchasing service with the slogan “If you're selling luxury items, it's Brandear.” With this rebranding, the company aspires to evolve into a go-to platform where customers can both buy and sell with confidence.

The newly established slogan, “Brand is Dramatic,” reflects the desire for customers to embed the enjoyment of reuse fashion into their daily lives, offering more enriching choices. The updated logo visually expresses this sentiment. Through the app, Brandear will provide a cohesive experience for a wide variety of fashion items, nurturing long-lasting relationships built on trust with its customers.

Brandear is committed to continuing to support the unique emotions and choices of each customer while fostering a culture of reuse where value and sentiment flow naturally.

For more information, visit Circluxe Inc. at https://circluxe.jp/.