Waterstones is to open its forthcoming new store in Suffolk under the fascia The Southwold Bookshop to reflect its “quintessentially local” offer.

The 900 sq ft store on Southwold High Street, which will open on July 18, will mark the first Waterstones’ store that does not bear its fascia.

The Southwold Bookshop takes over the space previously occupied by the Tourist Office and follows the closure of the Orwell Bookshop in 2011 and Bookthrift the following year. The shop will stock about 20,000 titles.

Waterstones managing director James Daunt said: “We are delighted to have found such a lovely shop and to be able to bring a true bookshop back to Southwold. We are calling it The Southwold Bookshop to reflect that it will be a quintessentially local bookshop.”

Waterstones’ pre-tax losses narrowed from £37.3m to £23m in the year to April 27, 2013 - the bookseller’s first financial year under the leadership of Daunt. Total sales fell 2.9% to £398.5m, an improvement on the 14% slump the previous year.