Goodwill Plans 100 New Stores for 2026 After Hitting Record Revenue in 2025

Why It Matters

The expansion positions Goodwill as a dominant player in the booming second‑hand market and amplifies its mission‑driven revenue streams, while addressing sustainability pressures on retailers.

Key Takeaways

• Record $7B revenue in 2025, best year ever
• Plans to open ~100 new larger-format stores in 2026
• Gen Z, Millennials driving secondhand apparel demand
• Online marketplace generated $450M GMV, boosting digital sales
• Corporate return partnerships target $1T annual waste problem

Pulse Analysis

The resale sector is shifting from niche to mainstream, propelled by younger shoppers who view thrift as a sustainable, cost‑effective lifestyle choice. Goodwill’s 2025 results—$7 billion in revenue and 300 million transactions—reflect this macro trend, as consumers increasingly prioritize value and environmental impact. By expanding its physical footprint with larger‑format stores, Goodwill can offer a broader, curated inventory that satisfies the “treasure‑hunt” experience prized by Gen Z and millennial shoppers, while maintaining the logistical efficiency needed for high‑volume donations.

Digital integration is another growth lever. ShopGoodwill.com’s $450 million gross merchandise value demonstrates the potency of e‑commerce in the thrift space, allowing Goodwill to reach customers beyond its 3,400 brick‑and‑mortar locations. The online channel also provides data insights that inform inventory allocation, ensuring seasonal items move to markets where demand peaks. This omnichannel approach strengthens Goodwill’s competitive edge against branded resale platforms and enhances donor engagement through convenient drop‑off options.

Beyond retail, Goodwill is leveraging its extensive donation network to tackle the $1 trillion annual return waste challenge facing U.S. retailers. By partnering with brands on reverse‑logistics and recycling initiatives, the nonprofit can transform excess returns into revenue‑generating inventory or responsibly repurposed material. These collaborations not only open new supply streams but also align with emerging legislation that holds manufacturers accountable for product end‑of‑life, positioning Goodwill as a critical intermediary in the circular economy.