Goodwill Hunting in New Superstore

Goodwill Industries opened its flagship superstore in Hurst, Texas, last week, working for the first time ever with a design firm.

The new concept, from Studio B Dallas, includes a cafŽ, bookstore, new goods area, fashion boutiques with name brand products, furniture and housewares. The 22,000-square-foot store is much larger than the typical Goodwill unit. Goodwill Ft. Worth hopes to roll out the superstore concept once the flagship location is running smoothly. The company suggest it's feeling pressure to compete with discount stores like Wal-Mart, rather than just with thrift stores.

“You'd be amazed at what you can find at the new Goodwill,” says David Cox, director of marketing for Goodwill Ft. Worth. “We envision people shopping at Neiman Marcus in the morning and at Goodwill in the afternoon.”

May Jane Moreau, founder of Studio B Dallas and lead creative on the Goodwill Superstore project, designed most of the signage throughout the store, including 30 banners in Goodwill's signature blue color, logo and slogans to match other fixtures. She also designed a directional kiosk that greets customers as they enter the store.

The revenues generated from Goodwill Ft. Worth stores fund various training programs for people with disabilities and special needs.