Goodwill to Roll Out High-End Boutique, New Stores

Goodwill Southern California plans to open a new high-end boutique — the first of its kind in the region — and a slew of new locations in the next year. Goodwill’s expansion plans, which include opening as many as 15 stores in the region, aim to meet the growing demand for discounted merchandise, which in turn supports the needs of the community, said Sasha Itzikman, director of marketing and community relations for Goodwill Southern California. “The merchandise demand is there, the shoppers are there,” Itzikman said. “It’s just a matter of opportunity and demand meeting up at the right time.” Goodwill Southern California said total retail sales increased 16 percent in September, compared to the same period a year ago, but did not disclose exact monthly revenues. The organization had annual store sale revenues of $75.2 million, a 15 percent increase from 2009 revenues, according to the nonprofit’s annual report. The Los Angeles-based nonprofit, which has offered employment services and programs since 1916, currently has 67 retail store locations, 10 of which serve the Valley. Over the years, the Valley has become a thrift store smorgasbord, which spells stiff competition for Goodwill. Consumers have a variety of options when it comes to shopping, ranging from fashion forward boutiques like Crossroads Trading Co. and Wasteland Clothing, to nonprofit second-hand stores like Goodwill Southern California and Council Thrift Shops. Next year, the Valley will serve as the launching pad for Goodwill Southern California’s new boutique concept. With labels like Jimmy Choo, Prada and Diane Von Furstenberg becoming more prevalent in donations, the organization decided to open a boutique featuring high-end designer duds, Itzikman said. She declined to be specific on price points. Ranging between 2,500 and 3,000 square feet, the store will be a smaller version of the traditional Goodwill thrift shop, which typically ranges between 9,000 and 23,000 square feet. “Our boutique will feature a completely different design than our typical retail stores,” Itzikman said. “While this design is still evolving, we are aiming towards rich wood trim, silver tones, velvet accent pieces and chandeliers.” Although a location has yet to be announced, Itzikman said the Valley is an ideal environment to roll out the concept because of its “great market” and “upscale customer.” Original plans for a location in Studio City fell through last month, so the nonprofit is exploring other Valley options, she said. Along with introducing new concepts and stores, Ray Tellez, district manager at Goodwill Southern California, said the organization has also implemented a three-year plan to give all 67 existing locations a “facelift,” Tellez said. Although the organization would not disclose how much it has invested in store renovations, changes will include new paint, graphics, signage and flooring. Select locations will include a book store within the store, Itzikman said. Granada Hills resident Maryjane Freed, 66, has been a loyal customer at the Goodwill store in Northridge for more than 20 years. And she’s noticed a significant change there since the store was renovated over the summer. “I’m here every day,” Freed said, noting it’s one of the more popular Goodwill stores in the region. “People come from Pasadena and Simi Valley to shop at this store.” Itzikman said the organization’s main concern behind the expansion project is not to serve Valley fashionistas, but to serve the greater good. The organization uses 93 percent of its total revenues to support its workforce and career development programs. “We try to communicate and reinforce with our customers that they are transforming their look and transforming lives.”