Tereza Salte opens third Prague store, turnover nears 45m crowns

Tereza Salte — an entrepreneur, influencer and one of the most influential women in Czechia according to Forbes — has opened the third store in her retail chain. The new Salted Home location sits in Vinohrady next to the Salted Kids children's store and focuses on interior design; on opening day, customers queued for hours outside.

In the four years since launching the retail business, Tereza and her husband John Erik Jonassen Salte have packed in a lot: opening a store in Smíchov, pulling through their younger son's serious illness, having another child, and now opening a third store. Along the way, the couple have raised their children with almost no outside help while also running Elite Bloggers, an influencer-marketing agency they founded eleven years ago.

Both spouses are former competitive gymnasts, and that athletic discipline seems to help them handle the demands of running a business. Retailing Scandinavian design is no easy task: in Czechia the style is only now gaining popularity, while in Scandinavia itself it has long been the standard of good taste.

The results speak for themselves: last year Salted's turnover reached 31.9 million crowns, up 51.5% on the year before. Since the start of this year, the company has already brought in around 20 million crowns, and according to Tereza, the most profitable months are still ahead — the high season begins in September, just as the new Vinohrady store opened.

For the whole of 2026, the company is forecasting turnover of more than 45 million crowns, a roughly 41% year-on-year increase. The team now numbers 20 people.

The new store stands right next to the original Vinohrady location and shares the same design, just mirrored. Shoppers' behaviour is similar in both: people come in for a gift for a child and end up picking up a home item too, or the other way around.

Salte sees this move as less risky than opening the Smíchov store two years ago. “We were among the first in the still-developing Smíchov City district — possibly even the very first store there. Looking back, I think we should have been more careful about the timing,” the entrepreneur admits. For the first year and a half, the 266-square-metre store survived mainly thanks to a loyal community from social media and the online shop, with almost no foot traffic from the neighbourhood itself. The turning point came last autumn and has strengthened this year alongside construction of the new quarter around the train station.

There's a telling gap between online and in-store purchases: the average online order comes to around 3,010 crowns, compared with about 1,637 crowns in the physical stores. “It often happens that a customer wants to think it over, and the order ends up going through online even though the person was physically in the shop,” says Tereza Salte. This is especially true of pricier items like lamps: couples look at and try out a piece in the store, then make the final call on colour or model from home, through the website.

Unlike Smíchov, where the chain had to build up a broad range, the new Vinohrady store bets on a compact, carefully curated selection. The space, including the gallery on the second floor, covers only about 36 square metres. “We only bring in signature pieces — proven bestsellers that we know turn over fastest in the warehouse,” Salte explains.

The core of the range is portable lamps, including the compact VP9 by &Tradition — currently the hit of the Vinohrady window display — along with the classic Panthella by Louis Poulsen in various colours and retro finishes. The interior can be rounded out with accessories from Hay and Ferm Living.

A new addition to the range is the Danish brand Frama, which Salted is the first to bring to Czechia. It's a cosmetics and design brand whose history goes back to 1878, when a pharmacy operated on the site in Copenhagen that is still home to its flagship store today. Frama now makes not only perfumes and cosmetics but also furniture, staying true to its commitment to natural materials. “These are beautiful things — I'd put them on a par with Diptyque or Aesop,” the entrepreneur notes.

By the Around Prague newsroom