Goodwill Hawaii

What Goodwill Hawaii does

Goodwill Industries of Hawaii, Inc. is a 501(c)(3) nonprofit organization incorporated on June 4, 1959, in the Territory of Hawaii, currently recognized as the third largest nonprofit in the state. The organization operates a hybrid social enterprise model in which retail revenue from 13+ thrift stores and an online auction platform (ShopGoodwill.com) cross-subsidizes a portfolio of free workforce development, disability, youth, and tax-preparation programs serving job seekers with employment barriers. Its program portfolio includes Career Services, the Ho'olana Intellectual Disabilities Services program, the Ola I Ka Hana Youth Program, and the IRS VITA Tax Clinic delivered through seven statewide locations in partnership with the Internal Revenue Service.

The organization's commercial services division generates contract revenue through NAID-certified secure document destruction, IEHA-credentialed custodial services (with longstanding federal contracts including Fort Shafter, Pearl Harbor, Prince Kuhio Federal Building, and the U.S. Courthouse since 1989), streetscape maintenance, and order fulfillment. Distribution is anchored by a statewide network of retail stores, attended donation centers, and program offices across Oahu, Maui, the Big Island, and Kauai, supplemented by a recently launched 100% electric vehicle home donation pickup service in select Oahu neighborhoods and the ShopGoodwill.com e-commerce platform.

Revenue mechanics rely on a self-funded nonprofit structure where more than 90 cents of every retail dollar flows directly to mission programs, complemented by recurring federal and commercial service contracts, an annual flagship fundraising event (Goodwill Goes GLAM! Fashion Show, now in its 15th year with cumulative proceeds exceeding $3.5 million), and partnerships with Bank of Hawaii Foundation, Big Brothers Big Sisters Hawaii, Re-use Hawaii, Dell Reconnect, and others. The customer base spans individual retail consumers, low-income taxpayers, individuals with intellectual disabilities, at-risk youth, and over 1,100 Hawaii employers participating in the SEE Hawaii Work subsidized employment program. Two significant facility acquisitions — the $6.25 million Hilo campus in 2023 and the $6.3 million Kakaako Opportunity Center in 2024 — signal a sustained capital deployment strategy to consolidate and expand physical infrastructure.

Name

Goodwill Hawaii

Legal name

Goodwill Industries of Hawaii, Inc.

Website

https://goodwillhawaii.org

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Goodwill Hawaii is a 501(c)(3) nonprofit, founded in 1959, that operates 13+ thrift stores across Hawaii whose revenue funds free workforce development, intellectual disability, youth, and tax-preparation services for residents with employment barriers statewide.

Ownership category

akta.pro rank

Product category

Nonprofit Social Services and Thrift Retail

NAICS

Used Merchandise Retailers (459510), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Donation, Resale & Textile Recycling Coordination (HSAFABAI)

akta.pro secondary industries

Donation, Resale & Disposal Coordination (HSAFAAAK), Donation Pickup & Reuse Hauling (HSAKALAI), Product Take-Back & Reverse Logistics Programs (EUAIANAA), Donation, Reuse & Sustainability Returns Programs (TLAIAHAJ)

Keywords

• Thrift retail stores
• Workforce development services
• Vocational rehabilitation programs
• Nonprofit social enterprise
• Secure document destruction

Headquarters

HQ city

Honolulu

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Store Sales: Revenue generated from selling donated merchandise in 13+ retail stores statewide. More than 90 cents of every dollar directly supports mission programs. Stores are located on Oahu, Maui, and Big Island with items sold at everyday low prices.
2. Commercial Contract Services: Provides custodial/janitorial services, secure document destruction, streetscape maintenance, and fulfillment services. Contracting partners include Fort Shafter, Pearl Harbor, Prince Kuhio Federal Building, and U.S. Courthouse. Services provide employment for people who otherwise may struggle to find employment.
3. GLAM! Fashion Show Fundraising: Annual three-day fundraising event featuring fashion show, gala dinner, and pop-up sale. Over 15 years, has generated more than $3.5 million for free job training, placement and support services.
4. Online Auction Sales: ShopGoodwill.com internet auction platform owned and operated by the nonprofit. Also maintains presence on eBay for books and homegoods.
5. IRS VITA Tax Preparation Services: Partnership with IRS Volunteer Income Tax Assistance (VITA) program providing free tax preparation at seven statewide locations, helping low-income families maximize refunds and claim credits like EITC and Child Tax Credit.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Goodwill Hawaii sells donated secondhand merchandise through a statewide network of 13+ thrift retail stores and funds free workforce development, intellectual disabilities, youth, and tax preparation programs with the proceeds. It also offers commercial contracts including NAID-certified secure document destruction, custodial services, and fulfillment for federal and business clients.

Product overview

Goodwill Hawaii operates a network of 13 retail stores across Oahu, Maui, and the Big Island selling donated merchandise, which generates over 90 cents of every dollar for employment programs. The organization offers a comprehensive suite of social services including Career Services (job training and placement), Intellectual Disabilities Services through the Ho'olana Program, the Ola I Ka Hana Youth Program, and free Tax Clinic services during tax season. For employers, the SEE Hawaii Work program provides subsidized employment with pre-screened candidates. Commercial services include Secure Document Destruction (NAID-certified), Custodial Services, and Fulfillment Services. The organization also maintains online platforms including ShopGoodwill.com and a Hana Hou Rewards loyalty program, and hosts the annual Goodwill Goes GLAM! fundraising fashion show.

Differentiator

Problem solved

Functional benefit

Products and services

• Goodwill Retail Stores 13 retail stores across Hawaii (Oahu, Maui, Big Island) selling donated clothing, household items, electronics, and collectibles. More than 90 cents of every dollar supports mission programs.
• Career Services

Quantifiable outcome

• Over 8,000 Hawaii residents receive free job training, education, and mentoring programs annually
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Bank of Hawaii FoundationcoreGTM or Marketing Partner · 16 July 2026Presenting sponsor of Goodwill Goes GLAM! Fashion Show for 15th consecutive year. Valerie Joseph serves as featured producer and creative director. Event sponsors include Emerald ($15,000), Sapphire ($10,000), Ruby ($6,500), and Crystal ($4,000) tiers. Major sponsors: Atlas Insurance Agency, CarWash808 Express, Stanford Carr Development, City Mill, Central Pacific Bank, Cox Fricke, Enterprise, Naito Financial, Zippy's, ABC Stores, Kaiser Permanente, Hawaiian Electric, and many more.
• Aloha United WayminorGTM or Marketing Partner · 1 April 2026Partnership for Kona Low flood disaster relief voucher distribution. Aloha United Way distributed emergency vouchers at City & County of Honolulu Community Assistance Center, Waialua District Park.
• Internal Revenue Service (IRS)coreStrategic or Co-development Partner · 26 January 2026Partnership with IRS for Volunteer Income Tax Assistance (VITA) program. Goodwill Hawaii provides free, IRS-certified tax preparation at seven locations statewide for individuals/families earning $69,000 or less. This is the 22nd consecutive year of this partnership, helping over 3,800 families file taxes and claim nearly $5 million in refunds.
• Big Brothers Big Sisters HawaiicoreStrategic or Co-development Partner · 15 July 2025Joint ownership and operation of the Opportunity Center in Kakaako. Purchased property for $6.3 million from Hawaii State Federal Credit Union. Nonprofit partnership to serve the community with shared donation drop-off site and expanded programs.
• Re-use HawaiiminorStrategic or Co-development Partner · 31 May 2025Pilot partnership with Department of Environmental Services and Re-use Hawaii to divert reusable materials from landfills. Drop-off sites at Kapaa Transfer Station (Kauai) and Kakaako location. Part of sustainability and waste reduction initiatives.
• Department of Environmental Services (City and County of Honolulu)minorStrategic or Co-development Partner · 31 May 2025Partnership to launch pilot program diverting reusable materials from landfills. ENV partnering with Re-use Hawaii and Goodwill Hawaii for new drop-off sites.
• SEE Hawaii WorkcoreStrategic or Co-development PartnerSupporting Employment Empowerment (SEE) program helping Hawaii employers fill positions with pre-screened candidates. Successfully placed thousands into jobs statewide, working closely with over 1,100 local employers. Provides job coaching and ongoing support services.
• Kokua in KindminorChannel Partner/ Reseller/ DistributorPartnership for car and boat donations. Donors designate proceeds to Goodwill Industries of Hawaii through Kokua in Kind. Contact: (808) 834-6603.
• Dell ReconnectminorStrategic or Co-development PartnerPartnership for computer equipment recycling. Goodwill accepts computer equipment on Oahu only, items recycled through Dell Reconnect partnership.
• CFC HawaiiminorGTM or Marketing PartnerGoodwill Industries of Hawaii participates in CFC Hawaii agency giving campaigns. Designation code: 17854 for donors to direct contributions to Goodwill.

Scale indicators16 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Goodwill Industries International: The national federation of 150+ autonomous Goodwill organizations. It is broadly comparable as the umbrella brand and accreditation body for Goodwill Hawaii's nonprofit thrift, donation, and workforce development model, though Goodwill Hawaii operates independently as a local chapter.
• Poshmark: Peer-to-peer marketplace for secondhand fashion. Comparable as a resale destination competing for both donor supply and value-conscious shoppers who might otherwise shop Goodwill thrift stores.
• thredUP: Large online resale platform for secondhand clothing. Comparable as a scaled reseller of donated and secondhand apparel and a key structural competitor for donation supply and end-buyer attention in the resale category.

Direct peers

• Purple Heart Pickup: National donation pickup service for clothing and household goods supporting veterans' programs. Closely comparable to Goodwill Hawaii's new EV home pickup service in terms of donation logistics and mission-driven funding model.
• Salvation Army Hawaiian & Pacific Islands Division: Operates thrift stores and a parallel suite of social services in Hawaii. Closely comparable business model combining donated-goods retail with mission programs serving vulnerable populations in the same geographies as Goodwill Hawaii.
• Habitat for Humanity ReStores (Hawaii): Operates ReStores selling donated furniture, appliances, and home goods to fund affordable housing programs. Directly comparable donation-to-retail nonprofit model in Hawaii, though focused on housing rather than workforce development.
• Society of St. Vincent de Paul Hawaii: Catholic nonprofit operating thrift stores in Hawaii that fund programs serving low-income households. Comparable donation-based retail and social services model targeting similar customer and donor segments.

Emerging players

• Re-use Hawaii: Honolulu-based nonprofit diverting reusable building materials from landfill. Closely comparable to Goodwill Hawaii's sustainability mission and active partner in pilot landfill-diversion drop-off programs.

Regional players

• Aloha United Way: Hawaii statewide nonprofit fundraising and grant-making organization. Comparable as a fellow large Hawaii human-services nonprofit and active partner with Goodwill Hawaii in disaster relief voucher programs.
• Big Brothers Big Sisters Hawaii: Hawaii youth-mentoring nonprofit co-located with Goodwill Hawaii at the Kakaako Opportunity Center. Comparable as a fellow established Hawaii human-services nonprofit serving overlapping community segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GoodwillHawaii
• YouTubeyoutube.com/user/hawaiigoodwill
• Facebookfacebook.com/goodwillhawaii
• Instagraminstagram.com/goodwill_hawaii
• LinkedInlinkedin.com/company/goodwill-industries-of-hawaii

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goodwill Hawaii