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Since 1981, Cornish clothes model Seasalt has been the uniform of center class canine walkers who reside on the coast and personal Dryrobes.
It’s signature anoraks, jersey and denim clothes (which are inclined to have pockets and price as much as £125), and woolly jumpers, supply comparable ritzy types to the likes of White Stuff, Joules, and Fats Face.
However regardless of this stiff competitors, rising enterprise charges, and quite a few claims of a slowly perishing excessive road, Seasalt is defying the chances to open a staggering 10 new shops this 12 months.
The model already has 79 retailers throughout the UK and Eire, with an additional 4 shops within the US and a few in New Zealand, and intends to open its new shops in Britain’s market cities, because it claims demand for its clothes stays sturdy.
‘It has undoubtedly been a difficult 12 months for the retail trade, with new challenges persistently dealing with our sector, and that is unlikely to alter considerably as we transfer into a brand new 12 months,’ Paul Hayes, Seasalt chief government, advised The Occasions.
‘Nonetheless, now we have constructed a really resilient enterprise mannequin, notably during the last 5 to 6 years, and we’re assured we are able to navigate these instances and proceed our development trajectory.’
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Three of those new retailers will open in early 2026, whereas the remainder will open within the second half of the 12 months.
It’s a optimistic begin for the family-owned model which started in Penzance, promoting conventional workwear to native farmers and fishermen.
Three brothers, Neil, Leigh and David Chadwick created Seasalt after their father, Don, opened the primary store, then often known as Common Clothes Shops, on Adelaide Avenue.
The model is cherished by its 63% of its consumers as a result of it looks like a ‘sustainable alternative’, in response to Which?, given its a UK-based model, makes use of non-toxic supplies and has sturdy clothes.
It additionally makes use of paper packaging and even has a take again scheme, the place you may get £25 to spend for returning used gadgets. If they are often resold, they’re marketed on the Reskinned web site or eBay.
That hasn’t stopped some consumers poking enjoyable on the Cornish clothes model, although, who could be stunned to listen to of the model’s 2026 plans.
‘I really feel like Sea Salt is simply Fats Face however completely for the center aged and may’t be bothered to make garments with an precise form,’ wrote on Redditor.
One other referred to as it ‘center class boring garments’, whereas one stated: ‘In case you want 100 quid hoody to stroll the labradoodles close to the seaside then they received you.’
For clarification, Seasalt’s most costly ‘sweatshirt’ will set you again £75.95, nonetheless a reasonably penny.
Others confused Seasalt with the likes of Fats Face and White Stuff, admitting: ‘I went right into a Seasalt yesterday (dragged in by the spouse and mother-in-law) and it took me a couple of minutes to work out what it was.
‘I don’t get it, all of them promote the identical generic stuff in the identical shabby stylish fashion store quietly taking part in elbow within the background.’
However the place there’s darkish, there’s gentle, and the store has loads of diehard followers too. One person wrote: ‘Sea Salt has clothes with pockets and that’s higher than something. Additionally, a lot better high quality than skinny low cost garbage.’
Seasalt additionally has tons of of stocklists on the likes of M&S, Subsequent, and Bloomingdales, and even plans to launch with the Australian division retailer David Jones this 12 months, too.
It’s going to have 5 in-store trials within the following cities: Sydney, Melbourne, Adelaide, and Brisbane.
All this funding took its pre-tax earnings from £7.3 million to £4.4 million in 2025, however in the identical breath, it had its ‘greatest ever’ buying and selling interval with a 16% enhance in direct-to-consumer gross sales within the fortnight main as much as Black Friday final 12 months.
So be careful, there are some clothes with pockets coming to a market city close to you.
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Get in contact by emailing MetroLifestyleTeam@Metro.co.uk.
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