Morning Mix


In The Image moves to new location to better serve West Michigan

Posted at 11:01 AM, Feb 05, 2021
and last updated 2021-02-05 11:01:17-05

For decades, they have provided the best shopping experience that money didn't have to buy. In The Image has made a move to better serve the community, by taking their mission to a location closer to the people they help.

In The Image is a local non-profit organization serving the community for almost 30 years by providing hope, dignity, and respect through the best shopping experience money does not have to buy. In their mission statement, they envision a community where everyone in need of clothing and household necessities can shop for free in a welcoming environment.

Recently, they sold their building at 1823 S. Division to the City of Grand Rapids and in the process of moving to a new location to better meet the needs of the community at 4255 Kalamazoo Avenue SE.

Renovations are underway and wrapping up soon. The new space was created to house the Free Store, Shoes Help Our Elementary Students (S.H.O.E.S.), new programs such as Dress for Success, and even job fairs or community events.

The facility will also allow In The Image to get out into the community more and continue their recently launched Pop Up Shop Program. This could potentially take S.H.O.E.S. on the road!

In The Image is anticipating to continue Emergency Services for anyone in need and open in Mid-March for donations.

The organization still needs to raise just over $70,000 through their Building Hope Capital Campaign to make it all happen.

To learn more, visit