File under things I thought I’d never see happen: several Goodwill stores have cleaned up their act to attract a more affluent demo. It’s true. According to DDI (Display and Design Ideas) magazine, the poster child for thrift store retail has decided the time is right to recalibrate and relaunch in an attempt to draw a coveted upscale shopper.

The first do-over, in Chelsea, NY, has already reported a noticeable increase in foot traffic and that can only be good for the brand, regardless. Other stores around the country are also ditching their bargain basement roots as they aggresively target a more affluent customer.

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