Hi, I’m Alberto, the owner and founder of Second Mat. My journey into business and apparel started young and has been shaped by resilience, learning, and taking risks. At 15, I started selling candy to classmates, but that was just the beginning. By 16, I launched  my first party promotion business (sorry, mom) and later started an Instagram-based apparel store, flipping overstock from a large retailer. This gave me a taste of what would later evolve into Second Mat.

Even after graduating high school, my entrepreneurial spirit never slowed down. I          ventured into the vintage clothing business, building a significant following and              selling out after every drop. After leaving that business and spending some time in college, I decided to drop out. From helping businesses with their social media presence to    working 12-hour days in door-to-door sales, I tried it all. Though I didn’t find immediate success, I knew these experiences would be crucial when my time came. As Steve Jobs said, "You can't connect the dots looking forward; you can only connect them looking backward."

In 2023, after hitting rock bottom and working a job I hated, I knew it was time to start something of my own. With both my mother and I unemployed, I sold my last asset—a 1998 Toyota Rav 4—and went all in. On the verge of losing our home, I took a gamble on myself. My first attempt took me to Houston, where I was scammed out of half my money. But I didn’t give up. Back against the wall, I began sourcing products from flea markets, rag houses, and thrift stores, flipping them online for profit. Slowly, things started to change. My mom and I teamed up and started wholesaling to resellers, small, but steady. This led me to discover live selling, a game-changer for selling inventory. After a month of preparation, my first show on Whatnot was a success, and I remembered Steve Jobs’ quote—it finally made sense. The dots had connected.

Within a year, we went from rock bottom to being on track to hit 7 figures in our first year. None of this would have been possible without my mom. Having been in the industry herself, and being successful, she mentored and guided me through the whole process of wholesaling. She stuck by me, pushed me, provided me with invaluable wisdom and experience, sacrificed with me, and most importantly, believed in me. 

Thank you mom.

 

Where We Are Today

Second Mat has become one of the fastest-growing businesses in our industry, built on strong relationships and strategic partnerships. We now wholesale to more than 7,000 trusted Mexican buyers, providing them with high-quality products from large retailers and brands looking to liquidate their inventory. This extensive network has allowed us to scale quickly and ensure a consistent supply of in-demand items, helping us expand our reach across various markets.

Additionally, we’ve built a vast and reliable network of domestic resellers. These partnerships have become an integral part of our success, helping us to move products quickly and efficiently while maintaining the trust and quality that we stand for.

Through our direct-to-consumer outlet, we’ve sold tens of thousands of items, and our live streaming on platforms like Whatnot has proven to be a game-changer. In just a short period, we’ve become one of the fastest-growing sellers on the platform. We are on track to increase our sales volume nearly tenfold this year, solidifying our position as a leader in the space. Our commitment to excellence is reflected in the over 4,500 mostly 5-star reviews we've received, highlighting the trust and satisfaction of our customers.

Through direct relationships with big brands and retailers as well as indirect broker based relationships, we are able to connect end buyers and resellers with the products they want. From well-known brands like Skechers to luxury names such as Prada, we carry a broad range of products that cater to every market segment, ensuring we meet the diverse needs of our customers.

Our Vision

Sustainability

At Second Mat, we’re committed to reducing the fashion industry’s significant environmental impact. The fashion industry accounts for 8-10% of global carbon emissions and is the second-largest consumer of water, using 215 trillion liters annually. We're dedicated to minimizing our own footprint by reselling overstock and liquidation items, helping to reduce the demand for new production and preserving valuable resources.

Waste is a major issue, with one garbage truck full of clothes being dumped or incinerated every second. By giving life to these unsold products, we prevent them from ending up in landfills, contributing to a circular economy. We also advocate for responsible practices, such as reducing microfiber pollution and supporting brands that prioritize eco-friendly production methods.

In everything we do, we aim to make a positive impact by minimizing waste, conserving resources, and promoting sustainability in the fashion industry.

Live-selling

Live shopping is rapidly gaining momentum, with Whatnot alone surpassing $2 billion in GMV for 2024. Projections indicate the U.S. market could reach $55 billion by 2026, powered by platforms like Instagram Live, TikTok, and Facebook Live. In China, live shopping has already reached $700 billion in 2024 and is projected to hit $1.1 trillion by 2026. This growth demonstrates how live shopping is reshaping the e-commerce landscape, providing consumers with more engaging, real-time experiences that traditional e-commerce platforms can’t offer.

In just a year, we've built a loyal community of 32,000 followers, sold tens of thousands of items, and amassed millions of views. With nearly a 5-star rating and over 4,500 reviews, we've grown from generating five-figure months to achieving multiple six-figure months. This success is rooted in our commitment to customer satisfaction, transparency, and authentic connections with our audience. By staying true to our values and putting the customer first, we’ve created a community-driven model that thrives on trust and loyalty.

Looking ahead, we’re excited to expand our presence across a variety of live shopping platforms like Whatnot, Instagram Live, and TikTok. Our vision is to collaborate with leading brands and talented sellers to offer an even wider range of products and experiences. We're dedicated to cultivating the best and most engaged community in the live shopping space. We are building a brand that's based on authenticity, customer-centric service, and deep connections. Our mission isn’t just about business growth—it’s about creating a family. 

B2B

Our B2B vision is grounded in firsthand experience and trust. Having been scammed on my first bulk buy, I deeply understand the challenges entrepreneurs face, whether it’s discouraging them from starting or damaging their businesses. This drives us to protect others from similar setbacks.

With my e-commerce and retail background, combined with my mother’s 10 years of managing a multi-million-dollar overstock apparel wholesale business, we have a unique edge. Her experience, focused on serving Mexican buyers, and my own expertise in B2B and e-commerce, allow us to connect wholesale buyers—from small pallet buyers to larger truckload needs—with the right products and markets both domestically and in Latin America. 

The strong demand for domestic wholesale in the U.S. and the network of resellers we've built further support this vision. Our community includes both established sellers looking to expand and new businesses eager to start. We know their needs, whether for a single pallet or bulk shipments.

Together, our established trust, experience, and network uniquely position us to provide reliable, high-quality wholesale solutions. This B2B side will not only help businesses grow but also ensure long-term success and stability in one side of our business.