Cornish fashion and homeware company Seasalt launched the brand’s most northerly store on Saturday at Sanderson Arcade in Morpeth.
After Mayor of Morpeth Alison Byard cut the ribbon, shoppers were treated to a special Cornish-themed day to mark the opening.
This included Cornish food and drink and traditional sea shanties from North East-based group The Keelers.
The new 1,754 sq ft store sells a wide range of women’s wear and homewares. Ten new jobs have been created.
Sanderson Arcade centre manager Medi Parry said: “It looks absolutely fantastic and we’ve already had some lovely feedback from our shoppers about the new store.”