Most people love to have a variety of affordable shopping options, and More Than a Fad, a thrift store on Princess Elizabeth Avenue, provides that and more.

Matthew Signore, the store manager, says, “More Than a Fad was started in 2020, with our first location opening in the southside of Edmonton. In July of 2021, the Kingsway location was opened. We are owned and operated under the umbrella of the non-profit we support, the Adeara Recovery Centre. Adeara is a fantastic centre that helps women in their recovery from addiction.’’ All of the store’s profits are allocated to supporting Adeara Recovery Centre.

More than a Fad is also unique in other beneficial ways, which makes it a welcome addition to the community. Signore states, “Since July 2022, our Kingsway location has become our “outlet store,” which means we sell everything in the store for $1! No other thrift store in the city has such low prices!’’ He adds, “Customers love the fact that every dollar they spend at our store is going to such a great cause.’’

It was a strategic decision to choose its current location for a second store. “Opening our store along Princess Elizabeth Avenue provided our organization with an exciting opportunity to be closely located to many hubs of activity like NAIT and Kingsway Mall. Furthermore, we saw a great chance to bring the Alberta Avenue community a store with very affordable pricing,” says Signore.

There is something for every member of the household at More Than a Fad, informs Signore. “We sell a large array of different items in our store. Our store is mainly clothing based; we sell clothing for women, men, children, and babies. However, we also carry a large quantity of other items such as kitchenware, home decor, toys, books, and of course Christmas items!”

The store is open from Tuesday to Saturday, 11 am to 4 pm. “We have an awesome website that gives many more details about who we are and what we do. Check us out at: We would love anyone and everyone to come check us out.”

More Than a Fad is a social enterprise, which is defined on as,  “Businesses that sell goods and services, embed a social, cultural, or environmental purpose into the business, and reinvest the majority of profits into their social mission.”

The importance of embracing social enterprise and social entrepreneurship is evident in the fact that the quality of life for many will be tremendously improved. The increased accessibility of goods and services will leave an indelible mark on society both now and in the future. The initiative of More Than a Fad exemplifies the business model of a social enterprise, which will have a good impact not just for the local area, but also for the entire society.

More Than a Fad

10131 Princess Elizabeth Avenue

Tuesday to Saturday

11 am – 4 pm