About Us


Goodwill Industries of North Central Wisconsin (NCW) is one of 165 regional Goodwill organizations throughout the United States and Canada. A member of Goodwill Industries International, it has served north central Wisconsin communities since 1971.

We serve 35 Wisconsin counties and include 27 Goodwill Retail Stores and Training Centers from Manitowoc to La Crosse, and as far north as Rice Lake and Rhinelander. Our goal is to help those with disabilities and other barriers to employment, and others with individualized needs, maintain their independence and become more fully contributing members of society. We seek to elevate people and transform communities, and in 2017, Goodwill NCW touched the lives of 72,937 people.

Our Outlet Store shares in that mission. While it offers a shopping experience unlike any of our other locations, the revenues generated here help maintain our vocational, financial, family and community programs and services.