The new and improved Surf Style beachwear store will offer customers wider range of merchandise.

The retail chain store, which is located 1079 U.S. Highway 98 E., demolished the old 11,000-square-foot location and built a new 15,000-square-foot store. The store, which brands itself as “the leading beachwear and shopping destination,” hopes to open on Friday.

“By demolishing the old building and building the new one, we are able to carry a lot more merchandise and also maintain consistency in the way our newer stores look and feel,” said Tara Malinasky, Surf Style’s marketing manager.

The store will carry surf brands, outdoor brands, swimwear, souvenirs and everything one will need for a day at the beach.

"Our stores cater to everyone. We carry a large amount of men’s, women’s and children’s clothing,” Malinasky said. “We hope customers find everything they need for their beach vacation at affordable prices.”

Surf Style has over 25 stores in Mississippi, Alabama and Florida.

“We also aim for customers to have a fun time shopping and browsing for unique souvenirs to remember their vacation,” she said.

Malinasky said their customer base is mostly tourists, but they also cater to locals as well.

“We aim to make the beach fun and we hope customer’s leave with that experience,” she said.

Malinasky said they are hiring and anyone interested can walk into any Surf Style store and fill out an application.

Destin Chamber President Shane Moody said chain stores typically do not join the chamber, but any business that generates tax dollars is benefiting the city.

"The tax money generated will go for infrastructure and other improvements and that's always good for the city," he said.