Goodwill is quietly transforming stores to look like Urban Outfitters

Goodwill is transforming stores into boutiques that resemble Anthropologie and Urban Outfitters.

The charity is redesigning “a small but growing number of its stores across the country into boutiques — smaller, more intimate shops where the furniture is antique, the clothing is designer, and the space feels more like Urban Outfitters than a warehouse,” AdWeek reports.

One location in Anaheim, Calif. called “Rare” features curated designer clothing from Burberry and Prada.

The store is barely recognisable as a Goodwill.

“You feel like you’re in Anthropologie,” the CEO of Goodwill Orange County told AdWeek. “It doesn’t look or feel or smell like a thrift store.”

The store includes a record player where customers can play their own music.

Other second-hand stores like Buffalo Exchange and Housing Works have experimented with more upscale merchandising.

Urban Outfitters sells a “vintage” collection with secondhand items from brands like Armani, Missoni, and Pendleton.

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