Shelter will rebrand its 20 best performing shops this month to provide a public face for its recent strategic refocus to expand people's understanding of homelessness to issues beyond rough sleeping.
Gillian Osrin, the charity's marketing and retail operations manager, said that, by July, 20 of its 94 high street outlets would look radically different.
The charity's new strapline, "Bad housing wrecks lives" will run prominently along cash-desks, while shopfronts will feature its new vibrant red and white logo instead of the existing green and yellow motif.
"We are modernising our shops to keep up with other recent charity shop rebrands, such as CRUK and Oxfam," said Osrin.
Shelter messages will appear on some walls, with a bricks-and-mortar effect on others to emphasise the commitments to good housing. A further 20 outlets will be refitted in late summer.