East Anglia's Children's Hospices (EACH) opened its 40th shop and 17th in Norfolk - with a little help from a mermaid.
The charity has opened at the former Age UK shop in Station Road, Sheringham.
Cutting the ribbon were Mermaid Merchelle and Pirate Pete from Elite Productions' A Mermaizing Pirate Adventure, which is showing at Sheringham Little Theatre.
Customers spent £555 in the first hour and shop manager Naomi Munro said: "It was just 'mermazing' scenes here for the ribbon-cutting and I think we've done a great job of really sea-zing the day. We couldn't have fished for much more, that's for shore.
"The initial support from customers has been s'whale and we hope it won't drift away going forward. The porpoise of this shop is to help bring in money for the care of children and young people with life-threatening conditions across the region, and support of their families."
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