Although Goodwill is primarily known as a second-hand retailer, the popular consignment chain is now shifting its focus to designers duds and luxury items. While the latest business venture may seem surprising, the high-end vintage shops are intended to help the company reach a new range of consumers.
Thus far, Goodwill has launched sixty high-end designer boutiques. These outlets are primarily located in affluent neighborhoods and carry a selection of goods that appeal to high-end clientele. Unlike traditional Goodwill stores, these locations carry designers pieces and luxury accessories. The idea behind the new stores is to cater to a portion of the population that appreciates quality goods, but would not normally frequent Goodwill locations.
The second-hand retailer is hoping to appeal to a new range of consumers who are interested in high-quality vintage clothing.