Goodwill targets 100 new stores in 2026 after $7B revenue in 2025

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• 🔥 Quick Facts
• Record Revenue Signals Strong Consumer Demand for Affordable Retail
• Expansion Strategy Emphasizes Larger, Design-Forward Locations
• Financial and Operational Metrics Support Expansion
• Competitive Landscape and Sector Implications for Retail Consolidation
• What Will Drive Success or Challenge Goodwill’s Aggressive 2026 Target?
  • Sources

Goodwill Industries is targeting 100 new store openings in 2026 after reaching a landmark $7 billion in revenue during 2025, marking the organization’s record performance in its nearly 125-year history. The expansion follows a 7% year-over-year growth in sales and underscores a strategic shift toward larger-format retail locations in affluent communities across North America.

Record Revenue Signals Strong Consumer Demand for Affordable Retail

Goodwill’s $7 billion milestone in 2025 reflects a broader retail trend: consumers increasingly turning to thrift shopping during economic uncertainty. The New York Times reported that younger shoppers are viewing secondhand clothing as better for the environment, while older demographics cite budget constraints. This dual motivation has fueled consistent traffic growth at Goodwill’s 3,400 locations, where merchandise turnover occurs every four weeks.

David Eagles, Chief Operating Officer of Goodwill Industries International, stated in February 2026 that the organization expects 2026 to be its biggest year yet. The organization collects approximately 6 billion pounds of donated goods annually, which form the core inventory supporting the retail model. This sustainable sourcing strategy differentiates Goodwill from traditional retailers facing supply chain pressures.

Expansion Strategy Emphasizes Larger, Design-Forward Locations

Goodwill’s aggressive 100-store target represents a significant acceleration from 2025’s 42 net-new openings. Unlike previous decades focused on smaller, utilitarian formats, the organization is now investing in larger-footprint stores positioned in affluent suburban and urban areas. According to Wall Street Journal coverage in November 2025, these new locations feature enhanced lighting, wider aisles, and signature scents — design elements traditionally reserved for upscale retail.

The strategic shift reflects Goodwill’s mission evolution. Beyond workforce development and job training, the organization aims to attract new donor populations and corporate partnerships. Larger stores accommodate expanded departments for furniture, collectibles, and specialty items, which command higher price points than apparel. This merchandising diversification supports improved profit margins while maintaining the thrift brand identity.

Financial and Operational Metrics Support Expansion

Metric	2024	2025
System-Wide Revenue	~$6.5 Billion	$7.0 Billion
Store Count	~3,358	3,400
Year-over-Year Growth	TBA	7%
In-Store Shopper Spending	~$5.1 Billion	$5.5 Billion
E-Commerce Revenue	TBA	Accelerating

The financial data underscores why Goodwill leadership is confident in aggressive expansion. Per-store productivity has improved, with shoppers spending an average of approximately $1.6 million per location annually (calculated from total revenue and store count). Additionally, resale e-commerce platforms are emerging as growth engines alongside physical retail, allowing Goodwill to reach buyers beyond geographic store footprints.

“We expect 2026 to be our biggest year yet. To help with this goal, Goodwill is planning some 100 new locations for 2026, especially larger-format ones.”

— David Eagles, Chief Operating Officer, Goodwill Industries International

Competitive Landscape and Sector Implications for Retail Consolidation

Goodwill’s expansion strategy contrasts sharply with broader retail sector trends. As documented in recent coverage of major restaurant closures and retail consolidation, many traditional retailers are rightsizing footprints rather than expanding. However, value-oriented and secondhand retail segments demonstrate resilience. Goodwill’s model proves that consumer demand supports growth in budget-conscious retail, especially as discretionary spending pressures mount across income brackets.

The organization’s non-profit structure provides operational advantages. Unlike publicly traded retailers bound by quarterly earnings expectations, Goodwill reinvests surpluses into workforce development, job training programs, and community initiatives. This mission-driven approach strengthens brand loyalty while building social capital in local communities — reducing competitive pressure from for-profit thrift chains.

What Will Drive Success or Challenge Goodwill’s Aggressive 2026 Target?

Achieving 100 new store openings in a single year represents an unprecedented pace for Goodwill, more than doubling the 42 stores added in 2025. Several variables will determine whether the organization meets this target. Real estate availability in affluent zip codes remains constrained, requiring strategic negotiations for premium locations. Construction costs and labor availability could create bottlenecks if economic conditions tighten mid-year.

Conversely, if consumer spending trends remain favorable and donation volumes stay robust, Goodwill has demonstrated operational capacity to execute rapid expansion. The organization’s 125-year track record of community integration and established logistics networks for processing donated goods provide infrastructure advantages over newer entrants. Whether 2026 becomes Goodwill’s biggest year yet — as leadership projects — will offer insights into the durability of value retail in an evolving consumer economy.

Sources

• The New York Times (January 26, 2026) — “Goodwill Thrives as Americans Stretch Their Dollars”
• Modern Retail (February 4, 2026) — “Goodwill plans 100 new stores for 2026 after hitting record revenue in 2025”
• Wall Street Journal (November 24, 2025) — “Goodwill Thrift Shops Are Getting More Glamorous”
• Goodwill Industries International Newsroom (February 2026) — Official expansion announcement
• Yahoo Finance (January 28, 2026) — “Goodwill reports $7B revenue amid economic uncertainty”