By Daniel Kline TheStreet
Noble intentions don't pay your bills.
They might get a retailer some publicity, but doing the right thing can be a liability when your rivals do whatever it takes to make money.
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Retailers created to lift up impoverished communities or ones based on a charitable model won't always fail, but such businesses may have one more mark against them in an already competitive environment.
Most successful retailers have been forced to pivot quite regularly. Target, for example, has moved to a strategy where much of its merchandise comes from owned-and-operated brands.
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That makes it less reliant on the whims of outside partners, but also has it selling products that customers may not be familiar with. It's a tradeoff the retailer has succeeded with because the Target brand itself has a strong reputation.
Evolution is key in retail, and some retailers have less flexibility with that then others. One popular chain that operates with a noble purpose has decided to close its company-owned brick-and-mortar locations.
Ten Thousand Villages was built on good intentions
Ten Thousand Villages brought artisan works from around the globe to American stores and an accompanying website.
It offers a simple explanation of its business.
"Ten Thousand Villages creates opportunities for artisans in developing countries to earn income by bringing their products and stories to our markets through long-term, fair-trading relationships," it shared on its website.
And, it also shares a longer, more self-righteous version.
"We're a global maker-to-market movement that addresses economic injustice. Because every handcrafted object has a life of meaning behind it. We're a way for you to shop with intention for ethically-sourced handcrafted wares - and to share in the joy of empowering makers in ten thousand villages," it posted.
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The company operates under a strict code of ethics.
"As a pioneer of fair trade, we do business differently, putting people and planet first. That means you can trust that every purchase and donation you make directly impacts the life and community of its maker in an under-resourced community. Together we break the cycle of generational poverty and ignite social change," it added.
Noble intentions tend to be costly, and few landlords accept them in lieu of the rent.
Ten Thousand Villages switching to online-only model
Ten Thousand Villages has shut down all of its company-owned stores and switched to an online and wholesale model. The chain will partner with nonprofits that will open their own stores, stocking Ten Thousand Villages merchandise.
Those partner stores will also be free to sell other goods.
"Our store and support staff affected by this change have been champions of fair trade, creating connections with customers and artisans alike," said CEO Dan Alonso. "We are deeply grateful for their dedication and are committed to supporting them through this transition."
The impacted stores include locations in Albany, NY; Burlington, VT; Charlottesville, VA; Lancaster County, PA; Media, PA; Montreat, NC; Northampton, PA; Philadelphia; Portsmouth, NH; Richmond, VA; San Antonio, West Hartford, CT; and Austin, TX.
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Ten Thousand Villages was founded in 1946 by Edna Ruth Byler.
The company began as a grassroots effort to create lasting economic opportunities for artisans. The 501(c)(3) non-profit company said it "remains committed to fair wages, eco-friendly practices, and artisan empowerment through its online store, wholesale partnerships, and licensed retail locations," Fox 43 reported.
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This story was originally published April 27, 2025 at 9:09 AM.
