The charity retail sector has seen unprecedented growth in the UK over the past ten years. Alongside this growth charities have become progressively professionalised and commercialised and have begun to adopt strategies developed in commercial retail contexts. This paper unpacks this process of professionalisation examining exactly what it constitutes on the ground. It then goes on to consider in turn how this new professionalism has impacted on store managers. The paper closes in considering the challenges represented by these requirements and offers some suggestions for future research.