Secondhand store chain Goodwill recently opened up a new boutique style location in Anaheim, CA called RARE. The company has created a retail environment to “spark your imagination, be inspired and reinvent something to fit your individual personality.” The new location sells clothing, accessories, and decor in a setting that feels much more like Urban Outfitters than it does Goodwill.

I say good for Goodwill! This is a perfect example of knowing your target audience and creating an experience that caters to exactly what they want. “We’re playing to the hipster crowd,” said Corrine Allen, vice president of retail operations. I think they have done a great job, the environment is well done and the choice of location – a newly revitalized shopping plaza that also contains yoga and vegan dining – ensures that the right foot traffic is close by. So far, this is the only planned RARE location, but I expect more will pop up in similar cities, filling just the right niche for their hipster audience.