Goodwill Industries of the Valleys

What Goodwill Industries of the Valleys does

Goodwill Industries of the Valleys is a 501(c)(3) non-profit social enterprise founded in 1931 and headquartered in Roanoke, Virginia. Operating as one of 156 independent Goodwill agencies, the organization runs a self-sustaining model in which revenue from donated-goods retail directly funds mission services. The retail engine comprises 35 thrift stores, 2 pound-priced outlet stores, and 5 e-commerce storefronts (eBay/Valley Books and More, ShopGoodwill.com, Alibris, GoodwillBooks.com), generating $46.9M in 2025 store sales across 35 counties and 14 cities in Central, Southwest, and Southside Virginia. Inventory is sourced through a network of donation centers and the ReSupply pickup service, with 911,184 donations received in 2025 and 13.5 million pounds of material diverted from landfills in 2022.

Mission services are delivered free to participants and include Career Navigation, GoodStart Reentry, GoodCare Healthcare Training, YouthBuild, SCSEP, Discovery Services, and Supported Employment. In 2022 the organization placed 1,400+ individuals in competitive employment (a 53% YoY increase) and earned 22% more industry-recognized credentials year-over-year; 26,931 individuals were served in 2025. Programs are CARF-accredited (8th consecutive Three-Year Accreditation, July 2024) and serve populations with barriers to employment including disabilities, incarceration history, and limited English proficiency.

The organization is undergoing a structural pivot through Melrose Plaza, a multi-service community hub opened July 31, 2025 in Northwest Roanoke that bundles the first Goodwill-operated grocery store nationally (Market on Melrose), Virginia's first adult high school (The Excel Center, approved by VDOE February 2024), a wellness center, a Bank of Botetourt branch, and community/cultural tenants. The project was financed in part by a $13M New Markets Tax Credits allocation from Locus CDFI with U.S. Bank investment. Tech infrastructure is conventional: case management for clients, third-party e-commerce platforms, the Clutch-based loyalty program, and a 547.92 kW rooftop solar array generating 90% of the Roanoke Jobs Campus electricity needs (742 MWh annually). Leadership includes President & CEO Richmond Vincent Jr. (since April 2021) and a C-suite restructured into Finance/Compliance, Operations, Transformation, People, and Philanthropy functions.

Name

Goodwill Industries of the Valleys

Legal name

Goodwill Industries of the Valleys, Inc.

Website

https://goodwillvalleys.com

Company type

Private

Founded year

1931

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Goodwill Industries of the Valleys is a 501(c)(3) non-profit social enterprise founded in 1931, operating 35+ thrift stores across Virginia whose donated-goods sales fund free job training, reentry, and youth employment services for individuals facing barriers to work.

Ownership category

akta.pro rank

Product category

Workforce Development & Social Enterprise Retail

NAICS

Other Similar Organizations (except Business, Professional, Labor, and Political Organizations) (81399), Community Food Services (624210), Fruit and Vegetable Retailers (44523)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Apparel & Accessory Stores (5600), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Donation, Consignment & Resale Coordination (HSAFAFAG)

akta.pro secondary industry

Donation, Resale & Textile Recycling Coordination (HSAFABAI)

Keywords

• Thrift retail stores
• Workforce development services
• Job training programs
• Community social services
• Donated goods resale

Headquarters

HQ city

Roanoke

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Sales of donated goods at 35+ retail thrift stores and 2 outlet stores across Virginia. Revenue funds mission programs and employment services.
2. E-commerce Sales: Online sales through eBay (Valleys Books and More), ShopGoodwill.com, Alibris, and Goodwill Books. Items priced by individual listing or auction.
3. Monetary Donations: Cash donations from supporters including Round-Up program at checkout generating $386,827 in 2025. Capital campaign fundraising for Melrose Plaza.
4. Self-Funded Programs: Organization invested $2.8 million in 2022 to cover expenses for programs rather than relying solely on public or grant funding, demonstrating financial commitment to mission.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Goodwill Industries of the Valleys operates a social enterprise that sells donated goods through 35 retail thrift stores, two outlet stores, and online channels (eBay, ShopGoodwill.com, Alibris, GoodwillBooks.com), and reinvests those sales proceeds to deliver free job training, career navigation, reentry, healthcare certification, youth, and senior employment programs across Central, Southwest, and Southside Virginia. The organization also runs Melrose Plaza, a multi-service community hub housing Virginia's first adult high school (The Excel Center), a grocery store, a wellness center, and a banking partner, all designed to address poverty, education gaps, food access, and employment barriers in Northwest Roanoke.

Product overview

Goodwill Industries of the Valleys operates a social enterprise business model consisting of three integrated business segments: (1) Retail Operations — retail stores, outlet stores, online sales via Valley Books and More through eBay/ShopGoodwill.com/Alibris/GoodwillBooks.com, and donation centers accepting donated goods; (2) Mission Services — career navigation, job placement, skills training programs including GoodStart Reentry, GoodCare Healthcare Training, YouthBuild, SCSEP, Discovery Services, and Supported Employment; and (3) Community Development — Melrose Plaza, a first-of-its-kind multi-service community center housing The Excel Center (Virginia's first adult high school), Market on Melrose grocery store, Wellness on Melrose, Bank of Botetourt, Henrietta's, and other community services. Revenue from retail operations funds mission programs. The organization serves 35 counties and 14 cities across Central, Southwest, and Southside Virginia through approximately 35 retail locations.

Differentiator

Problem solved

Functional benefit

Brands

• The Excel Center: Free adult high school that allows adults to finish high school courses in a supportive environment while simultaneously earning industry-recognized workforce credentials. The first adult high school in Virginia.
• Market on Melrose
• Wellness on Melrose
• Melrose Plaza

Products and services

• Goodwill Retail Stores Network of 35 retail thrift stores across 35 counties and 14 cities in Central, Southwest, and Southside Virginia, selling donated clothing, furniture, household items, and electronics to general consumers at standard thrift pricing; revenue funds mission programs.
• Goodwill Outlet Stores Outlet stores in Salem and Harrisonburg where unsold items from retail stores are sold by the pound from blue bins, providing last-chance shopping before recycling and additional revenue for mission programs.
• Valley Books and More Online books and media retail platform selling donated books and media globally through eBay, ShopGoodwill.com, Alibris, and GoodwillBooks.com storefronts, providing e-commerce revenue for the organization.
• Donation Centers Attended donation centers, dropoff boxes, standalone donation sites, and a ReSupply-pickup donation service accepting gently used goods from community donors; supply the merchandise inventory that funds mission programs.
• Job & Training Services Free employment services for individuals facing challenges, disabilities, and barriers to employment, including career navigation, job placement, skills training, resume assistance, interview practice, and credential support, delivered through career navigation centers across Virginia.
• GoodStart Reentry Services Free case management, occupational skills training, and job placement services for individuals reentering society after incarceration, delivered in collaboration with partners such as Sentara Health.
• GoodCare Healthcare Training Free healthcare credential training program preparing individuals for careers in the healthcare field; served 297 individuals with credentials and employment outcomes in 2022.
• YouthBuild Pre-apprenticeship program for youth ages 16-24 who are out of school and out of work, providing academic skills, life skills, and training in construction and other in-demand occupations with the goal of earning a high school diploma or GED.
• Senior Community Service Employment Program (SCSEP) Federally funded employment program providing community service work experience and job placement assistance for low-income seniors.
• Discovery Services Vocational assessment and discovery program for individuals with disabilities that identifies strengths, interests, and employment goals as a precursor to supported employment and job development.
• Supported Employment Ongoing support services for individuals with disabilities to obtain and maintain competitive employment, delivered as part of Goodwill's CARF-accredited program.
• The Excel Center Free public adult high school operated by Goodwill that allows adults to earn a state-recognized high school diploma while simultaneously earning industry-recognized workforce credentials, with wraparound services including childcare, transportation, life coaching, and career navigation.
• Market on Melrose Full-service grocery store operated by Goodwill at Melrose Plaza providing access to affordable, healthy food in Northwest Roanoke and creating employment opportunities for area residents.
• Wellness on Melrose Holistic community wellness center at Melrose Plaza operated by local health and wellness experts, offering health services, fitness classes, and vaccination clinics to improve the health and well-being of Northwest Roanoke residents.
• Henrietta's Food service venue operated as part of the Melrose Plaza community hub in Northwest Roanoke.
• Customer Loyalty Program Standalone rewards program delivered via the Clutch platform where retail customers earn 1 point per dollar spent and receive a $5 reward at 100 points, with no point expiration.

Quantifiable outcome

• 53% increase in people placed in employment in 2022 compared to prior year
• +6 more outcomes

Named customers13 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

Twelve partnerships are on record, tiered strategic, core and minor.

• Kjellstrom + LeestrategicImplementation/ SI/ Consulting Partner · 14 November 2023Construction management partner selected through public RFP for pre-construction and construction management of Melrose Plaza development.
• Enteros DesignstrategicImplementation/ SI/ Consulting Partner · 24 April 2023Architect and engineering partner selected through public RFP for professional design and construction services of Melrose Plaza. Also collaborating with Mattern & Craig (civil engineers) and Ascent Engineering Group (MEP engineers).
• Bank of BotetourtcoreStrategic or Co-development Partner · 29 March 2023Bank of Botetourt provides banking services at Melrose Plaza through a retail banking center. Offers financial literacy and coaching services to improve financial wellness of Northwest Roanoke community.
• Wallace360strategicGTM or Marketing Partner · 29 March 2023Local marketing and creative agency selected to establish Melrose Plaza branding and strategic marketing communications efforts prior to opening.
• Carilion ClinicstrategicStrategic or Co-development Partner · 29 March 2023Aaron Boush from Carilion Clinic serves as Vice Chair and Treasurer on Goodwill Board of Directors. Represents healthcare sector in community engagement.
• City of RoanokecoreStrategic or Co-development Partner · 1 November 2022City of Roanoke partnered with Goodwill on Melrose Plaza development. City Manager Bob Cowell noted partnership delivers what Northwest neighborhood has long advocated for.
• RER Energy GroupcoreStrategic or Co-development Partner · 11 October 2021National leader in renewable energy deployment that developed the 547.92 kW rooftop solar array at Goodwill Roanoke Jobs Campus. Mission to leverage solar to strengthen communities.
• Standard Solar Inc.coreStrategic or Co-development Partner · 11 October 2021Nationally recognized leader in development, funding, ownership, and operation of commercial and community solar assets. Partnered on solar array project at Roanoke Jobs Campus.
• ReSupplyminorChannel Partner/ Reseller/ Distributor · 1 August 2021Partnership for donation pickup service - allows donors to schedule pickup for donations they cannot transport to donation centers.
• Habitat for HumanitystrategicStrategic or Co-development Partner · 23 June 2021YouthBuild grant partnership in Roanoke Valley. Goodwill received $1,199,000 YouthBuild grant to serve 64 youth. Habitat provides construction build sites for training.
• Virginia Career Works – Blue RidgestrategicStrategic or Co-development Partner · 23 June 2021Workforce development partner in YouthBuild program serving Roanoke Valley youth ages 16-24 who have dropped out of high school.
• New River-Mount Rogers Workforce Investment Area Consortium BoardstrategicStrategic or Co-development Partner · 23 June 2021Received $1,500,000 YouthBuild grant for 13 Southwest Virginia counties. Partnership to serve 90 youth and share best practices with Goodwill.

Scale indicators16 records

Recent moves14 records

Expansion highlights6 records

Emerging players

• ThredUp: Large online resale platform for apparel and accessories. Indirect but growing competitor for secondhand apparel donations, online thrift shoppers, and donor attention; illustrates the digital resale trend pressuring traditional thrift retail economics.
• Habitat for Humanity ReStores: Nonprofit home-furnishings and building-materials resale chain operated by Habitat affiliates; partially overlaps with Goodwill's furniture/home goods retail segment and shares the donation-funded nonprofit model. Habitat for Humanity in Roanoke Valley is already a Goodwill YouthBuild partner.

Broad incumbents

• Savers / Value Village: Largest for-profit thrift chain operating Value Village, Savers, and Unique stores globally, sourcing from nonprofit partners. Comparable as a thrift retail operator but competes for the same donated-goods supply and shopper base.
• Goodwill Industries International: Umbrella organization for the 156+ Goodwill affiliates in North America. Provides brand standards, shared platforms (e.g., ShopGoodwill.com), training, and advocacy; comparable at the industry/network level rather than operational level.
• Salvation Army: Large national nonprofit operating thrift/family stores that fund a broader social services portfolio including workforce, reentry, and emergency assistance. Directly comparable as a nonprofit thrift competitor with overlapping mission programs.

Direct peers

• Goodwill of Central and Northern Arizona: Another large, independent regional Goodwill affiliate operating thrift retail, workforce development, and mission programs. Highly comparable in operating model, scale, and CARF-accredited employment services, and is the prior employer of Goodwill of the Valleys' COO and Senior VP.
• Goodwill Industries of Kentucky: Regional Goodwill affiliate providing retail, donation, and workforce-development services across Kentucky. Comparable social-enterprise structure and CARF-accredited employment programming.
• Goodwill Industries of the Chesapeake: Regional Goodwill affiliate serving Maryland and DC area with retail stores, donation centers, and employment services. Closest geographic peer with an overlapping Mid-Atlantic service territory and similar program mix.
• Goodwill Industries of South Mississippi: Regional Goodwill affiliate where current Goodwill of the Valleys CEO Richmond Vincent previously served as President & CEO. Closely comparable in social-enterprise retail model, workforce programs, and CARF-accredited services, providing a useful benchmark for management performance.
• Goodwill Industries of the Carolinas: Regional Goodwill affiliate operating thrift stores, e-commerce, and employment programs across the Carolinas. Highly comparable operating model and program mix, with a similar mix of retail funding for mission services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/goodwillvalleys
• Facebookfacebook.com/goodwillvalleys
• LinkedInlinkedin.com/company/goodwill-industries-of-the-valleys
• Instagraminstagram.com/goodwillvalleys
• TikToktiktok.com/@goodwillvalleys
• Xx.com/goodwillvalleys

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries4 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 Industries of the Valleys