Rebranding to 'Rehello' - A New Era for Bookoff's Thrift Merchandise Services

Bookoff's Transformation: Welcome to 'Rehello'

As part of its innovative approach to enhancing customer experiences, Bookoff Corporation, a subsidiary of BOOKOFF Group Holdings, is set to rebrand its buyback service from 'BOOKOFF総合買取窓口' to 'Rehello by BOOKOFF'. This change will take place in October 2025, with plans to open 23 new locations primarily in Tokyo's 23 wards. The rebranding aims to establish an approachable environment for those unfamiliar with selling items, offering a sense of comfort and luxury in a welcoming setting.

Understanding the Need for Change

Recent studies by the Ministry of the Environment reveal that approximately 70% of consumers have never sold items they no longer use within the past year, indicating a gap in the market for services tailored to ease individuals into the reuse culture. With ongoing concerns about the effort required to sell items—whether through thrift shops or online marketplaces—many individuals remain hesitant to participate. Furthermore, fears regarding the transparency of pricing and service quality for higher-end items only exacerbate this reluctance.

Recognizing these challenges, Bookoff established its specialized buyback outlet in 2016, focusing on creating a more supportive environment for users. The new 'Rehello' brand emphasizes strong customer relationships and strives to communicate the value of reusing items, particularly aimed at affluent and upper-middle-class customers in high-end residential areas where Bookoff's presence has traditionally been limited.

The New Identity of 'Rehello'

With the transition to 'Rehello by BOOKOFF', the brand seeks not only to shed its old identity but also to foster a fresh perspective on the resale market. The new store name reflects a philosophy of individualized service and emphasizes welcoming dialogue between staff and customers. Striving for an atmosphere reminiscent of luxury boutiques, 'Rehello' ensures that even first-time sellers feel comfortable stepping inside.

In addition to providing specialized buyback services, 'Rehello' will expand its offerings through an integrated online platform that allows customers to pick up purchased items from the store. Other initiatives include free collection boxes for items that may not receive a buyback offer, encouraging responsible disposal through the 'R-LOOP' program, and promoting the sale of underutilized flowers through their 'Hanasuku' initiative. This multifaceted approach aims to normalize the act of selling as a standard practice within communities, contributing to a circular economy.

Campaign Launch: 'Consult Rehello!'

To celebrate the rebranding, Bookoff will launch a campaign titled, 'Consult Rehello!' starting October 20, 2025. The campaign aims to connect with consumers through relatable messaging and visuals about the reasons for reusing brand items that have fallen out of use. Advertising for this campaign will be visible across 'Rehello' locations, nearby train stations, and online platforms, encouraging potential customers to consider how they might repurpose their unused belongings instead of letting them collect dust.

Future Prospects for Rehello

The first 'Rehello' store will open in early 2025 in Kichijoji, and the brand plans to expand its lineup to include all 23 locations stationed in high-end districts throughout Tokyo. 'Rehello' embodies Bookoff's commitment to guiding customers through the process of reusing items, ensuring that beloved possessions find new homes where they can be appreciated once again. The ultimate goal remains to empower consumers and propel the culture of reuse into everyday life while contributing to the ongoing pursuit of a sustainable future.

Broader Community Engagement

In conjunction with selling opportunities, Bookoff continues to promote sustainability with various initiatives, such as its 'hugall' premium buyback outlets, the 'aidect' jewelry service, and international recycling projects including 'BOOKOFF USA'. These efforts highlight the company's dedication to advancing the principles of a circular economy while addressing the needs of a diverse clientele. With creative ideas designed to expand the reuse market, Bookoff takes pride in its position as a leader in sustainability, continually exploring modern ways to encourage proactive consumer behavior.

For more information about 'Rehello', please visit Rehello Official.