Goodwill Plans 100 New Stores After Record Year

Goodwill Industries is entering 2026 with renewed momentum after posting record revenue in 2025, reinforcing the strength of secondhand retail amid shifting consumer behavior. Buoyed by strong in-store performance and continued growth of its digital marketplace, the nonprofit retailer plans to open 100 additional stores next year as it anticipates another profitable period.

The expansion underscores the resilience of resale and value-oriented retail at a time when inflation-conscious consumers are increasingly seeking affordable alternatives without sacrificing quality or convenience.

Record Performance Driven by Physical and Digital Channels

Goodwill’s 2025 performance was anchored by strength across both its physical retail footprint and its e-commerce platform. According to Modern Retail, ShopGoodwill.com — the organization’s online auction and resale marketplace — generated approximately $450 million in gross merchandise value (GMV) in 2025, marking a significant milestone for the digital arm of the business.

The platform’s growth reflects broader consumer acceptance of recommerce and online resale, particularly for categories such as apparel, collectibles, electronics, and home goods. ShopGoodwill.com allows local Goodwill organizations to reach national and global buyers, extending the lifecycle of donated goods and unlocking incremental value beyond traditional store shelves.

Store Expansion Signals Confidence in Brick-and-Mortar

While many retailers continue to rationalize store counts, Goodwill’s plan to open 100 new locations in 2026 highlights the continued relevance of physical retail in the thrift and resale sector. Brick-and-mortar stores remain central to Goodwill’s operating model, serving as donation hubs, community employment centers, and high-traffic retail locations.

These stores play a critical role in Goodwill’s supply chain, acting as the first point of intake for donated goods before they are sorted, priced, redistributed, or routed to online resale channels. The physical presence also supports local job creation and workforce development programs, which remain core to Goodwill’s nonprofit mission.

Supply Chain Advantages in Resale Retail

Goodwill’s vertically integrated resale model gives it a distinct advantage in a volatile retail environment. Unlike traditional retailers that rely on global sourcing and complex inbound logistics, Goodwill’s inventory pipeline is donation-driven and locally sourced. This reduces exposure to freight volatility, tariffs, and overseas manufacturing disruptions that continue to challenge conventional retail supply chains.

At the same time, investments in sorting technology, centralized distribution, and digital marketplaces have enabled Goodwill to operate more like a modern omnichannel retailer — optimizing inventory flow between stores, outlets, and online platforms to maximize recovery value.

Resale Retail Benefits From Consumer Behavior Shifts

The strong results also reflect durable changes in consumer shopping habits. Value sensitivity, sustainability awareness, and acceptance of secondhand goods have converged to drive mainstream adoption of thrift and resale retail. For younger consumers in particular, resale is no longer viewed as a compromise but as a preferred shopping channel.

Goodwill’s long-standing sustainability positioning — rooted in reuse, waste reduction, and community reinvestment — aligns closely with these trends, giving the organization both cultural relevance and economic resilience.

Looking Ahead

As Goodwill prepares for further expansion in 2026, its performance offers a compelling case study in how mission-driven retail can scale profitably while adapting to modern omnichannel expectations. The combination of strong physical store economics, a growing e-commerce marketplace, and a localized supply chain positions Goodwill to continue outperforming many traditional retailers.

For the broader retail industry, Goodwill’s results reinforce a key takeaway: value, accessibility, and operational flexibility remain powerful growth drivers — even as the retail landscape continues to evolve.