Goodwill, which is funded by a massive network of retail thrift stores, is not usually associated with high end brands, but rather affordable prices. To set itself apart from increased competition in the thrift store market, Goodwill is taking a new approach by opening select boutique style stores, which are designed to feel more like Urban Outfitter or Anthropologie rather than a thrift store.
Over the last four years Goodwill has opened approximately 60 such stores across the country, trying to take advantage of luxury donations and to appeal to a broader audience. Prices are slightly higher than regular Goodwill prices, but still beat the price tag high end name brands, such as Prada, Chanel, Burberry or Ralph Lauren would fetch at traditional retailers.
Frank Talarico Jr. of the Goodwill in Orange County, was quoted in the LA Times saying: “The boutiques set us apart. This is a really nice way to expand. We are definitely not going to stop.” Adding “The only reason retail is relevant is because we are using the money to serve.”