In the 2000s some charitable organisations professionalised their op shops, which began to resemble fashion boutiques. Clothing was carefully selected on the basis of quality and condition, and designer labels were valued because they could be sold for more than ordinary clothes. Shop interiors were more spacious than traditional op shops, with fewer racks, shelves holding fewer items, and eye-catching displays. Organisations such as the Red Cross developed corporate-style branding and signage so all their shops looked similar. This shop is in Kilbirnie, Wellington.