The official Splatoon Twitter account revealed some new info about some familiar images shown during the recent Nintendo Direct.
The character pictured above is named Anemo, named for the sea anemone in her hair (notice the Clownfish in there as well). She runs the "Okashira-dou" shop, which sells Gear such as hats, glasses, headphones and gas masks. She is the counterpart to the Weapons store run by Bukichi the horseshoe crab.
We're sure to get some more information soon on Splatoon straight from the devs, and I'll certainly be looking to it.