Goodwill is rebranding to attract “thrifty [M]illennials.” Their new physical and online store format, Simply Goodwill, is undercutting typical thrift store prices with kids’ clothes starting at $1, and adult’s items at $2.75.

Goodwill is rebranding to attract “thrifty [M]illennials.” Their new physical and online store format, Simply Goodwill, is undercutting typical thrift store prices with kids’ clothes starting at $1, and adult’s items at $2.75. Last time they tried something new, they opened up Anthropologie-inspired boutiques selling high-end used goods (think Gibson guitars and Gucci glasses). Ypulse data found that 19% of Millennials shop at thrift stores, so the opposite (and more affordable) approach may be another way to get young shoppers through their doors. (Fast Company)