(Disclosure: Rose Law Group represents Goodwill of Central and Northern Arizona.)
By Kate King | Wall Street Journal
Goodwill, long known for its dingy thrift stores with dark, crammed aisles and overflowing bins, is getting more glamorous.
The chain’s new stores are bigger and brighter. Some feature signature scents to neutralize items’ musty odors. Goodwill is even targeting donors and shoppers through TikTok, where it posts videos of influencers browsing racks of jeans or boxing up donations.
Real estate is also crucial to the new strategy. By opening larger stores in affluent neighborhoods, Goodwill is well-positioned for when wealthy donors clean out their closets. Some drop off boxes with barely worn designer clothing and accessories.
“When people can find Dior out on a rack in your store for seven, eight bucks, that’s a great deal,” said Dan Owen, chief executive of Goodwill Industries of the Summit in West Virginia.
