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Goodwill of Central Iowa Launches Styled by Goodwill, A Pop Up Shop in Historic Valley Junction

November 2, 2018

Johnston, Iowa — Goodwill of Central Iowa will launch a specialty pop up shopping experience in Historic Valley Junction this holiday season in an effort to reach a new customer base. Inventory will be curated with high-quality items, designer labels, collectibles plus items in line with current home and fashion trends. The shop will be located at 215 5thStreet in West Des Moines, with a grand opening on November 8, remaining open through the end of the year.

Style by Goodwill in Historic Valley Junction

“Over the last year we have hosted pop ups and focus groups and discovered that we have an untapped customer in our market,” said Jackie Norris, president and CEO of Goodwill of Central Iowa (GCI). “Our retail stores currently cater to shoppers who enjoy the thrill of the hunt, but we often heard from consumers interested in a boutique type of experience. We received resounding feedback that customers would enjoy a save on time with curated inventory, and we thought this would be the perfect opportunity to test the concept.

Several Goodwill affiliates throughout the country have found success with curated shopping experiences, using inventory from donated goods to tap into different demographics and audiences. The diversification in experience presents an opportunity to both increase awareness and revenue in support of the non-profit’s mission of providing skills training and helping individuals find jobs. Currently in Central Iowa, 85 cents of every dollar earned in Goodwill stores supports workforce development programs for individuals with barriers. 

“This won’t change the experience for loyal customers of our traditional thrift stores,” said Beth Hanson, retail director. “They will continue to be able to discover great finds and fantastic inventory at all locations. Styled by Goodwill is aimed at a specific shopper in search of unique pieces for their wardrobe and home without contributing to the waste and pollution caused by fast fashion.”

Style by Goodwill in Historic Valley Junction

Goodwill of Central Iowa currently has 18 traditional retail thrift stores in its region in addition to the Des Moines Outlet store (6345 SE 14th St) which offers items priced at $1.29 a pound. Online shopping aficionados can find distinctive options through shopgoodwill.com/desmoines which operates similar to an eBay auction system. Most items are priced starting at $5 and, when listed locally, can be picked up at the Johnston store to save on shipping costs. In 2017, these combined efforts kept more than 22 million pounds out of local Central Iowa landfills. 

The pop up will feature clothing, jewelry, accessories, home goods and furniture. It will also offer displays of GCI items currently available on ShopGoodwill.com as well as a laptop to peruse additional inventory and bid on-site. 

Styled by Goodwill will be open the following hours:


Monday: Closed.

Tuesday & Wednesday: 10 a.m. – 6 p.m.

Thursday: 10 a.m. – 7 p.m.

Friday & Saturday: 10 a.m. – 6 p.m.

Sunday: 12 p.m. – 5 p.m.


Monday – Wednesday: 10 a.m. – 6 p.m.

Thursday: 10 a.m. – 9 p.m.

Friday & Saturday: 10 a.m. – 6 p.m.

Sunday: 12 p.m. – 5 p.m.