America's Thrift Stores

Case Study – America’s Thrift Stores

When we first partnered with America’s Thrift, it was already a strong regional retailer with a clear mission: turn donated goods into affordable shopping and real community impact. Over time, we helped it become something bigger, a brand that could compete with mainstream retail while owning the story of purpose-driven commerce.

Our work spanned a complete rebrand that included visual identity, positioning, and storytelling. We guided everything from store signage and donation campaigns to digital experience and messaging. When the company entered a new phase of growth, we stepped in as acting CMO to lead brand and marketing strategy through its sale to new ownership.

The transformation helped modernize how America’s Thrift showed up, elevating its image without losing its soul. Today, the company runs more than 20 stores across the Southeast, employs over 1,000 people, and generates over $100 million in annual revenue. Each store adds roughly 8,000 new items to the floor every day, keeping millions of pounds of goods in circulation instead of in landfills.

Beyond sales, the impact is measurable. America’s Thrift donates millions each year to partners like Make-A-Wish and Adult & Teen Challenge, with a ten-year goal of giving $100 million to charity. The rebrand positioned the company as both a growth-ready retailer and a model for sustainable business.

For us, it was a chance to show how Super Genius helps retail brands evolve with culture, merging commerce, conscience, and creativity into one clear story.