Seasalt closes US stores to refocus on wholesale growth

Cornish clothing brand Seasalt has closed all four of its standalone US stores after just two years, as part of a strategic redirection to focus on expanding its successful wholesale relationships across the US and Europe.

With its wholesale operations and retail partnerships continuing to go "from strength to strength", the brand explained it was a strategic decision to close its US-based standalone store portfolio. Seasalt had opened its first store in the market in September 2024, and by early 2026, the brand had grown its US footprint to four locations. It confirmed that all four stores were closed by 17 May.

It is now looking to commit more resources to strengthening its third-party relationships in the US and Europe, including department stores and online fashion and lifestyle retailers, which are experiencing "significant success".

It highlighted that its international sales currently account for 16% of total sales and present a "significant growth opportunity".

"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 added.

By refocusing on third-party relationships, Seasalt has ambitions to see international sales surpass 20% in the next twelve months.

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

In its full-year results for the year ending 1 February 2025, Seasalt reported revenues of £150 million, up 13% year-on-year.

International sales at that point represented 11% of total revenue, up 7% on the prior year. Third-party channels, including wholesale, were the fastest-growing part of the business and accounted for 24% of total revenue, up from 13% in the year before.

Key partnerships cited in those results included Marks & Spencer, NEXT and Zalando, with Seasalt recognised as one of Zalando's fastest-growing brands during 2024.

CEO Paul Hayes, who has led Seasalt since 2013 and overseen its growth from a £20 million regional business to its current £150 million scale, said in March that he saw "significant potential to grow the business further and take the Seasalt brand to new audiences around the world."