In fact it will be much like a mainstream retail outlet - with a few unique twists.

The date for the grand opening was chosen as it coincides with Lifeline’s 24/7 Stress Down Day.

The new store in the old LW Burgess building will be a key source of funds to operate the vital community service that dedicated Lifeline counsellors provide to the community.

Mayor Peter Ducat has embraced the spirit of the occasion and will officially open the new shop at 11am - wearing his pyjamas in keeping with the ‘stress down’ theme of the awareness day.

Other council officials and lifeline directors from Sydney and Tamworth will join in the occasion, all dressing down to emphasise the need for people to be aware of stress in modern society.

The new Lifeline Shop promises to be a treasure hunter’s paradise with something to appeal to all tastes - from new women’s fashions and accessories to pre-loved furniture and collectibles.

Shoppers dressed in their pyjamas will receive a 10 per cent discount on all purchases at the grand opening day.

If you would like to get behind the spirit of the occasion, visit the new shop on Thursday.

Opening day program includes:

10.45am: Six vintage cars pick up mayor Peter Ducat, Colleen Ducat, Michael Ticehurst plus other dignitaries in their pyjamas from Council Chambers to go to the Lifeline store for the ribbon cutting at 11 o’clock.

Midday-2pm: Line and square dancers perform in pyjamas at Centro Armidale - promoting stress down day and shop opening at Centro Armidale.