Goodwill is giving a Los Angeles–area store a makeover complete with a new name to attract more affluent, trend-driven shoppers.
Edgar & James: A Curated Collection by Goodwill will open March 18 in Redondo Beach, California, replacing an existing store with this rebranded concept.
In true L.A. fashion, the format is described as a secondhand version of Urban Outfitters meets Anthropologie, according to the Daily Breeze—more hipster chic than busting tags.
The 4,000-sq.-ft. store takes its name form Edgar James Helms, the founder of Goodwill. The selection will skew heavily toward retro items, with an urban chic/industrial farmhouse edge.
The facility received a $200,000 makeover and employees have been trained on spotting items with the new design aesthetic. Inside are exposed brick walls, industrial fixtures and even a sliding barn door. Prices will be slightly higher than a typical Goodwill store, according to Julie Dover, COO of Goodwill Serving the People of Southern Los Angeles County.
Consignment shops and resale stores have been proliferating ever since the Great Recession, driven now by millennial shoppers who grew up hunting for secondhand deals and tend to value experiences over owned objects.
-See this Daily Breeze article
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