After nearly two decades as the official purveyor of the WaterColor style, The WaterColor Store has moved to a larger space within the WaterColor Town Center, expanding its collection of thoughtfully curated lifestyle products, including the store’s popular WaterColor-branded merchandise.

With a short move from 6 WaterColor Blvd. to 20 Goldenrod Cir., The WaterColor Store has now expanded into more than 3,000 sq. ft., providing plentiful space for the best retail therapy in WaterColor! The shop’s expansion will allow it to not only add more products to its existing offerings but also feature larger interior-décor items inspired by Northwest Florida’s modern coastal lifestyle. And of course, The WaterColor Store’s new location will continue to sell vacation-essential products by renowned brands like lululemon, Peter Millar, Johnnie-O, Travis Mathew, Vineyard Vines and Supergoop!®, styles by Southern designers and jewelry by local makers, as well as a variety of WaterColor-branded t-shirts, beachwear, candles, gift items and much more – allowing you to take the iconic WaterColor lifestyle home, long after your beach vacation is gone.

The WaterColor Store

Thanks to this expansion, the little ones will also find plenty to shop for, as The WaterColor Store’s former location is now WaterColor Kids! The newly opened specialty children’s clothing outfitter at 6 WaterColor Blvd. features baby accessories, children’s clothing from brands like Ruffle Butts, Vineyard Vines, Travis Mathew, Johnnie-O and more, children’s jewelry by Carrie Rhea, fashion backpacks, bicycle bells, toys and a wide selection of beach essentials and WaterColor-branded novelty items.

With more reasons to shop than ever before, we have a feeling you’ll be taking plenty of vacation “souvenirs” home with you this year. Happy shopping!

The shops are open daily, from 10 a.m. to 6 p.m. For updates and more information, call 850-534-5004 or visit

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Details included in this story were accurate at time of publication but are subject to change based on seasonal schedules, amenity and/or operational updates. For the most current information, please visit the respective property’s website.