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You're listening to WEEKEND EDITION from NPR News. High end resale shops are an increasing presence in the urban retail landscape - popular, especially among younger shoppers. Now, one of the most iconic thrift stores in the country is getting into the competition. Gloria Hillard brings us this postcard from Southern California.
GLORIA HILLARD, BYLINE: Like many trendy boutiques, there is a definite minimalist flair. Soft sweaters rest on antique tables. The hardwood floors gleam. Eric Smissen is the store's visual specialist. He guides me past neatly folded skinny jeans and designer handbags to the small rack of dresses, mostly black.
ERIC SMISSEN: Some of these great dresses here. We have Development, which is a great brand. We have Lee, which is another - you know, these are ones that are kind of more known in the fashion industry than, like, on the street.
HILLARD: But this boutique in Huntington Beach, Calif., is owned by a name more well-known for treasure hunt than couture shopping, Goodwill.
SMISSEN: Word is getting out. So I think that our more traditional shopper is still here. But we're a seeing a lot more new faces.
HILLARD: That's the idea behind the Goodwill boutique, Smissen says, to bring in new customers, especially younger shoppers who have fueled the popularity of resale stores like Crossroads Trading Company.
SMISSEN: We have Joe's Jeans. We have Paige denim. You know, and all of those jeans run upwards to $150 plus for a pair. So - and they're about $8 here to $14.99.
FRANCESCA SAINT CYR: I anxiously awaited the opening.
HILLARD: Return patron Francesca Saint Cyr's (ph) shopping cart is full. She says the Goodwill Boutique here in Orange County is a great alternative to chain stores and mall shopping.
SAINT CYR: What would you guess this Calvin Klein to be? I haven't even looked at the price yet. But I'm - I know I'm going to be excited. Now, I'm going to check out the Gucci bag over there.
HILLARD: The merchandise that ends up in the boutique stores is curated by those who have a discerning eye for popular and designer labels. Smissen rummages through a large cardboard box of recently donated items.
SMISSEN: Here we go. Well, we have this beautiful Coach bag, this navy blue Coach bag with some brass accents. And then, let's see, some clothing here - we have this really great Michael Kors trench.
HILLARD: Also shopping this afternoon is Sandy Slate. She's been a long-time traditional store customer.
SANDY SLATE: Love it. Looks great. The main thing, it's clean. It's clean and orderly.
HILLARD: Goodwill Industries has more than 3,000 stores across the country, but only 60 fall into the boutique category. Frank Talarico, president and CEO of Goodwill Orange County, says the new stores have been very successful. And, he says, even though the ambience is more Abercrombie than thrift store, shoppers and donors should note the original mission is still intact.
FRANK TALARICO: They can always rest assured that our Goodwill, for example - and this is a real and audited number - is going to take more than 92 cents of every dollar that we raise, regardless of what kind of store we raise it in, and put it right back into programs that serve people with barriers to employment.
HILLARD: The traditional store, where household goods and framed prints share floor space with clothing, still represents 90 percent of Goodwill's retail business. The nonprofit takes in over $5 billion in annual revenue. For NPR News, I'm Gloria Hillard.
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