Age UK will open a new type of shop from which half the profit of each item sold will go back to its donor, with the other half going to the charity.
The idea behind the shop, which is in the latter stages of planning and will be opened in Wilmslow, Cheshire, is that people will donate slightly more valuable clothing than they usually donate to charity shops – items they might otherwise be thinking of selling privately on the internet.
Helena Brett, head of trading for Age UK, revealed the plans in an interview with The Observer newspaper at the weekend.
"We tend to think we'll auction all of those clothes that people feel are a bit too good for the charity shop - mid-market brands such as Ted Baker and French Connection - on eBay, but never get round to it," she said. "So our new dress agency will say: you get half the profits and we'll get half."
She said Age UK would be able to claim Gift Aid on its half of the profits.
Age UK said it could not give any further details on the shop, such as when it would be opening.
Mark Lucas, retail director of the British Heart Foundation, said in a statement: "We like to think our donors rest assured in the knowledge that 100 per cent of profits made from their donations help us continue our lifesaving work."