Cancer Research UK is opening a handful of upmarket shops and entertainment stores in an effort to raise more money from items donated to the charity.
A shop in Chichester, West Sussex became the first of three to be relaunched as a premier store this month, followed by openings in Wilmslow, Cheshire and Henley, Oxfordshire - all areas characterised by upmarket retailers.
The charity said it aims to create a shopping atmosphere at the stores to reflect the high quality and designer clothing, accessories and home items on sale.
Entertainment shops are also being opened in student areas including Newcastle and Headington, Oxfordshire, with books, music, films and computer games on sale.
Because music will be a feature of the shops, stores will include listening posts and 12-inch record-sized carrier bags for vinyl enthusiasts. A loyalty card offering future discounts will be introduced in these shops.
The charity is also exploring the option of using on-line auctions to raise money from more desirable and collectable items donated.
Simon Ledsham, retail director for Cancer Research UK, said: "Focusing on high-quality and entertainment goods in these stores also enables us to maximise the value of the items donated by supporters."
He said that the stores joined the charity's range of discount shops and specialist card outlets aimed at shoppers, whatever their location, budget or interests.