Seasalt sets its sights on US territory

Cornish brand Seasalt has vowed to invest in brick-and-mortar retail globally with growth plans to open four stores in the US next year.

The first 2024 store opening in the US will be situated in New England. This is in line with the brand’s current focus on the north-east region of North America. Each of these stores will be wholly operated by Seasalt.

Paul Hayes, CEO, 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. “

Seasalt was first made available to the US after collaborating with online US retailer Belk. Since then, with the help of social media influencers, the brand has built a sizeable customer community. Belk will continue to sell the brand through its online channels and launch in several key brick-and-mortar stores next year. What’s more, a dedicated Seasalt US website will be launched in the summer of 2024.

US expansion will be led by Jason McNary who joins the team as Consulting Director (North America), based in New York, reporting to CEO Paul Hayes.

Jason McNary

With extensive experience in the fashion sector, McNary is renowned for his deep expertise in DTC brands and his ability to build brands globally. Jason was most recently Chief Executive Officer of UNOde50, the Spanish jewellery design brand and was previously President of French Fashion Designer Agnés B.

Newly appointed McNary commented: “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.”

Seasalt has grown rapidly over the past ten years and opened its first store in international waters in September. It now has 73 stores, including Kenmare in Ireland, due to open in November.