Carolina Beach store gets fresh start with new owners and summer inventory

CAROLINA BEACH, NC (WWAY) –A Carolina Beach grocery store that dates back to 1940 has reopened under new ownership and a new name.

The store, formerly Sea Merchants, is now operating as Carolina Beach Market and Deli. Located on Cape Fear Boulevard, it has seen multiple owners over the years. New co-owners Cassandra Tollens and Joan Mitchell have started the first phase of renovations. The updates include fresh paint, new windows, reorganized shelves, and fully restocked inventory.

Zayne See, a delivery driver for the store’s distributor, said he immediately noticed a difference when making his delivery.

“I’ve been delivering for three years and I feel like it’s going to be great,” See said. “It’s lighter, it’s a lot easier to maneuver around … the new owners they seem really awesome, just going to be a new breath of fresh air.”

Tollens, who also owns boutique hotels in Carolina Beach, said the store’s goal is to better serve local residents.

“It’s kind of been empty the last couple years so now getting the shelves cleaned up and we’ve gone through and gotten rid of stuff that just doesn’t really sell,” she said. “We want to hear what they need. We want to be able to offer—if they have a certain product they like, we want to keep that.”

Mitchell said a second phase of improvements will begin this fall. Plans include adding a deli counter, a coffee counter, and a bakery.

“We will just consolidate and be a mini market and we are going to open a deli counter and a coffee counter and a bakery,” Mitchell said.

With larger grocery chains nearby, the owners said they are focusing on a different model.

“Not that those aren’t great stores, but that’s not our competition, that’s not what we are wanting to be,” Tollens said. “We want to have people leave and come back the following summer and say, ‘Oh, remember we were able to grab all of our fun beach stuff there.’”

General Manager Cassidy Mitchell said the store also plans to host community events and feature local vendors.

“I’d love to get some artists in here and do a paint and sip night, book club, bingo nights, beer tastings,” she said. “We are bringing in a lot of local beer so we are really excited.”

The store is now open for the season with newly delivered inventory. The owners said any longtime staff members from previous years are welcome to return and be part of the store’s future.