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Oct 6, 2022
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Goodwill launches secondhand marketplace with luxury section

Published
Oct 6, 2022

Goodwill is headed online with the launch of a new secondhand marketplace.

Goodwill launches online resale platform with luxury section. - GoodwillFinds


Dubbed 'GoodwillFinds' and now live at GoodwillFinds.com, the marketplace offers a curated selection of hundreds of thousands of items including secondhand women's, men’s and kid’s clothing, books, specialty and collector’s items, home decor and more. 

In particular, it launches with items that you can typically find at brick-and-mortar Goodwill stores. The site is also home to a range of luxury finds including designer bags, shoes and accessories. The newly incorporated recommerce venture will fund community-based programs across the U.S. with net proceeds from purchases flowing directly back to the region the item was sourced from. 

Retail veteran and digital commerce entrepreneur Matthew A. Kaness has been appointed CEO of GoodwillFinds.

“It’s truly an honor to serve this incredibly important mission at Goodwill – a beloved brand with an international reputation for doing good,” said Kaness.


“Our new social enterprise makes it easier for the conscious consumer to shop sustainably online while heightening the thrifting experience they’ve come to love at Goodwill. I’m confident that this venture will accelerate Goodwill’s mission of transforming lives through the dignity of work, raise awareness of the immense sustainability impact of thrifting at Goodwill, and increase net donations to each Goodwill region. Good for the consumer, good for local communities, good for society and the planet.”

In this role, he will oversee the platform’s launch and expansion in national partnership with Goodwill Industries, leading the adoption of the platform throughout Goodwill’s network of retail stores and donation centers.

Kaness brings twenty years of experience in high-performing leadership roles at well-known brands, including Walmart eCommerce, Urban Outfitters Inc., ModCloth and Afterpay, to the organization.

“Goodwill has built a legacy of strengthening communities through the power of work,” added Steve Preston, CEO of Goodwill Industries International. 

“GoodwillFinds furthers that mission through a modern online shopping experience – backed by a century-old philosophy – to harness resale with purpose. This is an exciting inflection point for the organization, as GoodwillFinds expands the thrifting alternatives to existing supporters and brand new visitors.”

The marketplace of donated goods will compete with secondhand sites like Poshmark, The RealReal, and Thredup. Founded 120 years ago, Goodwill currently operates more than 3,300 stores in the U.S. and Canada.

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