Cornish fashion brand Seasalt is set to open four stores in the US in 2024. The Falmouth-based brand said the American launch supports its commitment to bricks and mortar as part of its growth plans.
The first store will be located in the New England area with the brand’s current focus on the north-east region of North America - and in particular the Eastern Seaboard. The US stores will be wholly operated by Seasalt.
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Earlier this year the brand expanded into Ireland with the opening of three offerings within Marks & Spencer's stores as part of its ongoing partnership with the retailer's "Brands at M&S" platform. Plus it opened its first store in New Zealand in partnership with Ballantynes.
Paul Hayes, chief executive, Seasalt said: “Today marks a milestone moment for Seasalt as we announce our intention to open our first Seasalt stores in North America. We have set our sights firmly on the US market with up to 20 stores planned to open over the next 3 years.
"Our US market entry strategy has been in development for some time now and we have established a strong foundation in the country through our partnership with Belk as a springboard to accelerate our expansion. Our unique Seasalt offering will bring something new and exciting to customers in America and we’re confident that our reputation for exceptional customer service, together with the inherent creativity and quality of our product, sets us up for success.”
Seasalt has already built a customer base in the US through its online offering and via its online partnership with US retailer Belk in 2022. Belk will continue to sell the brand through its online channels, and will launch it in a number of key bricks and mortar stores next year. In addition, a dedicated Seasalt US website will be launched in the summer of 2024.
The brand's US expansion will be led by Jason McNary who joins the team as consulting director (North America), reporting into Mr Hayes. With extensive experience in the fashion sector, Mr McNary is known for his expertise in DTC brands and the ability to build brands globally. He was most recently chief executive of UNOde50, the Spanish jewellery design brand and was previously president at French Fashion Designer Agnés B.
Mr McNary added: “There’s a great deal of work ahead of us but the response from US customers so far has been incredibly positive. Having a physical presence – hubs from where the Seasalt brand can grow - is really important. We’re excited for this next stage of growth.”
Looking ahead, Seasalt intends to accelerate the pace of international expansion and has partnered with Rarely Heard Voices which has experience in bringing brands and operators together.
