Seasalt shutters US stores, to concentrate on wholesale, third-party

Causualwear retailer Seasalt Cornwall has given up on its two-year physical store adventure into the US market, closing all four stores there.

Despite a succession of upbeat stories in recent years as it expanded in America, it now says the move is part of a “strategic redirection” to focus on expanding its successful wholesale relationships across the US and Europe, with the former region’s business remaining unaffected by the latest move.

The news was first reported by Drapers.

Stores in Falmouth, Massachusetts; Ardmore, Pennsylvania; Portsmouth, New Hampshire; and Shrewsbury, New Jersey, closed almost a month ago. The number of jobs affected have not been revealed.

In November 2023, Seasalt first announced its plans to roll out up to 20 locations  in the US within three years. 

It debuted in Falmouth in September 2024 and the fourth opened  in Portsmouth last November, just six months before it was closed.

But it’s not retreating from the idea of building sales outside of its core UK market.

With its wholesale operations and retail partnerships continuing to go “from strength to strength”, the aim is to channel more resources into strengthening its third-party relationships internationally. This includes department stores and online fashion and lifestyle retailers, which are experiencing “significant success.

That makes commercial sense given the costs and other complications linked to operating its own stores abroad and it noted that international sales currently account for 16% of total sales, presenting a “significant growth opportunity.”

It wants to build international sales to more than 20% of its total in the next 12 months.

“We plan to grow our portfolio of partners in the US and Europe in the second half of this year, and we are investing accordingly in this area of the business,” a spokesperson is reported as saying.

The brand added that it had taken “significant” lessons from its international trading to date and was “approaching the next year and beyond with confidence despite the ongoing economic headwinds.”