The RealReal Co., Ltd. (headquarters: Minato-ku, Tokyo) today launched "The RealReal," an online select store where customers can buy and sell luxury brand resale items. The store offers a wide range of items, from bags and shoes to accessories, apparel, and jewelry. All items are authenticated by an appraiser. Flash sales are held three days a week (Monday, Wednesday, and Friday), each lasting three days. To coincide with the opening, a sale featuring Chanel, Valentino, and The RealReal's own selection of items is also being held. Several orders have already been placed. The site also offers a consignment service, allowing customers to list their own belongings as consignors. Applications for listing can be made by phone or online, and The RealReal handles all aspects of the process, including appraisal, price assessment, photo shoots by a dedicated photographer, image processing, sales, and shipping. Sales prices and sales figures can be checked online. Sellers receive 60 to 70% of the sales price. There are no joining or annual fees.

The service launched in Beverly Hills, USA in 2011, and is currently operating in 15 major cities across the United States. The company cited the following reasons for its arrival in Japan: "Japanese people have a strong luxury orientation, with luxury brands said to be second only to New York in popularity. There are many potential consignor demographics and users who want to obtain high-quality products at affordable prices."

To commemorate the site's launch, a campaign is being held in which one lucky person who registers as a member by August 31st will be entered into a draw to win a brand new Chanel Matelassé bag (worth 470,000 yen).