If you think Goodwill is just another thrift store, think again. In a recent episode of Retail Revelations: Inside the Dealfrom ASD Market Week, John Nadeau, CEO and President of Goodwill Industries of Southwest Florida, shared how the organization is redefining retail — proving that community impact, strong leadership, and forward-thinking strategy can drive both purpose and profit.

Beyond the Thrift Store with a Mission-Driven Model

At its core, Goodwill’s retail operations are designed to support its mission of helping people with disabilities and disadvantages find jobs, learn new skills, and reintegrate into the community.

Stores are more than shopping destinations — many include on-site resource centers offering ESL classes, computer training, small business startup programs, and schools for individuals with intellectual disabilities. Each purchase directly fuels these services. As Nadeau explained:

“Goodwill does not exist to operate thrift stores. The purpose of Goodwill is to help people… and we use the stores as a means to fund that.”

Turning Goodwill Stores into Fashion-Forward Destinations

Goodwill’s stores are a far cry from traditional thrift shop stereotypes. Locations are curated and organized, with some offering boutique-style experiences featuring high-end brands at accessible prices. Nadeau emphasizes the value proposition as a differentiator — from one-of-a-kind art to premium fashion, each item is priced to deliver surprise and delight for shoppers.

Creating a Treasure Hunt That Brings Customers Back

Goodwill’s retail strategy thrives on fresh, ever-changing inventory. Merchandise is rotated every four weeks, ensuring each visit offers something new. This constant refresh creates a “treasure hunt” experience that keeps customers coming back — a proven driver of loyalty and sales.

Mixing New Products with New-to-You Finds

While donated goods remain central, Nadeau strategically integrates closeouts and new merchandise — much of it sourced from ASD Market Week — to enhance the assortment without competing with donations. Items like socks, sunglasses, and seasonal essentials add value and variety while maintaining the thrill of discovery.

Leading with Agility and a People-First Mindset

Leading a purpose-driven retail organization means balancing operational challenges with long-term vision. Nadeau focuses on agility, anticipating market shifts, and continually refreshing the customer experience. His leadership philosophy is grounded in team empowerment:

“You can be the greatest conductor in the world, but if your musicians are lousy, you’re not going to make good sound. I’ve been fortunate to put together a great team. Together, we can make things happen.”

Building for the Future with Innovation and Impact

From expanding mission services to consolidating operations on a new campus, Goodwill is positioning itself for sustainable growth. Nadeau’s vision is clear — ensuring the organization continues to transform lives while evolving its retail experience for the future.

The Power of Aligning Purpose and Profit

Goodwill’s approach offers a blueprint for retailers navigating change: lead with purpose, deliver value, and keep the customer experience fresh. The result is a retail model that’s as sustainable as it is successful.

Why ASD Market Week is Essential for Retailers

For Nadeau, ASD Market Week is more than a sourcing event — it’s a key driver of his strategy. Twice a year, he attends to discover closeout deals, connect with vendors, and keep his stores stocked with surprises that customers love.

If you’re ready to blend smart merchandising with fresh opportunities, ASD Market Week is the place to be.