GoodwillFinds Reimagines Purpose-Driven Resale Shopping

GoodwillFinds, a newly incorporated recommerce venture, announced the launch of its secondhand marketplace to fund community-based programs across the US. This new social enterprise supports Goodwill’s mission to provide professional training, job placement, youth mentorship, and more to local communities.

The vision for GoodwillFinds came from a consortium of Goodwill members throughout the country, designed to drive greater impact and unlock additional opportunities for the individuals within the communities they serve. The founding Board of Directors is comprised of Goodwill Industries of Southeastern Wisconsin, Evergreen Goodwill of Northwest Washington, Goodwill of Colorado, Goodwill of Southern California, Goodwill of Central and Southern Indiana, and Goodwill-Easter Seals Minnesota, with strong support and commitment from other Goodwill members to realize the fullest potential of the marketplace.

Shoppers on can now browse an initial curated selection of hundreds of thousands of unique items, showcasing a wide variety of secondhand clothing, books, collector’s items, home decor, and more. Net proceeds from purchases will flow directly back to the region the item was sourced from, deepening the rich social service programs the organization provides to local neighborhoods across the country.

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In addition, retail veteran and digital commerce entrepreneur Matthew A. Kaness joins GoodwillFinds as CEO to 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.

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

Kaness brings 20 years of experience in high-performing leadership roles at Walmart eCommerce, Urban Outfitters Inc., ModCloth, and Afterpay.

“Goodwill has built a legacy of strengthening communities through the power of work,” said 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.”

Proceeds from purchases on will support diverse programs aimed at inspiring and helping people through the power of work. GoodwillFinds’ mission goes beyond lending financial support and prioritizes facilitating programs that remove barriers to employment by offering real-world skills development, fostering increased confidence, and sparking a greater sense of autonomy.

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