DENVER -- Prada, Louis Vuitton and other designer labels, spread out in a brightly lit store with fresh wood floors. If you didn’t see the blue and white sign outside you may not realize you are shopping at Goodwill.

Goodwill is on a mission to change its image and bring in first time shoppers. It is hoping to grab those customers in person and online.

“We have bigger stores, wider aisles, the clothing is sized for easy shopping,” said Rick Berninzoni, vice president of marketing for Goodwill Denver.

Berninzoni said he knows image is everything and he wants to change the image the average person has of a thrift store.

“We run these stores just like a regular retail (store),” said Berninzoni. “Our motto here is this isn't your grandmother's thrift anymore, this is the new Goodwill.”

“This happens to be my favorite goodwill,” said Laura Grogan, who shops at the South Broadway location.

Grogan has shopped at thrift stores for years. She said she likes the recycling aspect of it and thinks the prices are pretty good.

“We mostly shop for baby items, books, toys and clothing,” said Grogan.

But some shoppers are looking for high end goods at Goodwill prices.

“We strive to put out name brands, big time name brands,” said Berninzoni.

The company hopes to portray itself as a place to buy vintage goods.

“Those are great bargains, especially the ladies jewelry, outstanding,” said Floyd Jones, who was shopping for a lamp shade. “The vintage jewelry for women is outstanding.”

Goodwill said it doesn't want to alienate its low-income shoppers. It just wants to branch out. To do so, the company is going online.

“Our managers are trained to spot collectors items, items of value and we put those items online,” said Berninzoni.

Berninzoni said he hopes to soon sell books online.

For now, Goodwill is teaming up with Dell to offer computer recycling. Customers can drop off unwanted computers at any of its locations. The computer will then be sent off to an authorized recycling dealer where the hard-drive will be shredded.

Goodwill also has plans to open an outlet store at 74th Avenue and Federal Boulevard in Westminster this August. Clothing and goods will be sold by the pound. Anything that does not sell at the retail location will be bundled and sold to third world countries.