This trendy nonprofit boutique opens in South End this month with activewear, housewares and more

Fashions featured at the 2016 opening of GW boutique's flagship store. Photo by CharlotteFive

South Enders can start shopping brands like J.Crew, Banana Republic and Ann Taylor at low prices when the chic boutique GW opens its second location July 20. The store, located at 3609 South Blvd. next to the Carvana car vending machine and across the street from the Scaleybark light rail station, is the creation of Goodwill Industries of the Southern Piedmont.

The flagship location of this specialty store opened at Leon Levine Opportunity Center at the Goodwill Opportunity Campus in 2016. But, as PR Manager Samantha Story pointed out in an email, “GW is not your mom’s thrift store – it’s curated for fashion-focused shoppers and styled to look more like a trendy boutique.”

The mix of men’s and women’s fashion, plus houeswares, decorative pieces and athletic wear (brands include lululemon and Under Armour) at the latest location is meant to entice the young professional crowd that swarms in South End.

Like the flagship store, prices in the new, larger, 7,000-square-foot space are based on a “good, better, best” scale in terms of quality, with clothing sourced from donation bins in Charlotte. The clothing is not pulled from other Goodwill store locations, said Tonya Nations, VP of store operations. Prices range from about $3.99 to $24.99, depending on the item.

As a bonus, there will be a to-go section with fruits, sandwiches, baked goods, beverages and more sourced from Goodwill’s Community Table Bistro at the Opportunity Campus.

And while you shop, remember, the GW (short for Goodwill) brand is deliberate. It’s a reminder that the money from purchases helps fund job training and employment services for people in the community.

The new GW shop’s exterior on South Boulevard. Courtesy of Goodwill


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