Seasalt Cornwall, a UK-based clothing brand deeply inspired by the landscapes and cultural heritage of Cornwall, is taking a major step in its international growth by opening its first US store in Falmouth, Massachusetts. Known for its sustainable practices, hand-drawn prints, and quality craftsmanship, Seasalt is ready to introduce its timeless coastal style to a new audience across the Atlantic.
CEO Paul Hayes expressed the brand’s excitement about this milestone: “We’re delighted to be opening our first-ever US store. We’ve had our sights on the US for some time where we’ve long had an active wholesale and independent business.”
While this marks the brand’s first brick-and-mortar presence in the US, Seasalt has built a solid reputation globally through its e-commerce platform and strong partnerships with leading retailers. The Falmouth store will offer customers a unique opportunity to experience Seasalt’s renowned commitment to exceptional customer service and thoughtful design in person.
A Brand Built on Heritage and Sustainability
Seasalt Cornwall has an inspiring backstory that reflects its deep connection to its coastal roots. The brand was founded in 1981 when Don Chadwick purchased General Clothing Stores in Penzance, Cornwall. What started as a small shop selling workwear to local fishermen and artists has since grown into a beloved lifestyle brand, offering a wide range of products from womenswear and menswear to accessories, all infused with the brand’s distinctive Cornish influence.
“Our Seasalt brand handwriting is brought to life by our talented team of in-house designers based here in Falmouth, Cornwall, making our aesthetic instantly recognizable,” explains Hayes. “Hand-drawn prints, our distinctive color palettes, and artistic influences are all things we are famous for.”
The Chadwick family continues to play an active role in the company, keeping the brand’s founding values alive. Over the years, Seasalt has also maintained its commitment to sustainability and ethical business practices. In 2023, the company achieved B Corp certification, a testament to its long-standing dedication to operating in an environmentally and socially responsible way. As Hayes notes, “Every Seasalt collection is made to love and last, in quality textiles that wash and wear beautifully.”
Inclusivity is another core value for the brand, with collections offering a wide range of sizes, from US size 4 to US size 22 or 24. “We pride ourselves on our deep customer understanding, which is both intuition and data-driven,” adds Hayes. This attention to detail and care for the customer’s needs has fostered a loyal community of Seasalt shoppers, many of whom are eagerly awaiting the brand’s US expansion.
Retail Success and the Road to Falmouth, Massachusetts
Seasalt’s journey from a small regional retailer in the UK to a global brand has been marked by steady growth, both online and offline. Today, the company operates 75 stores across the UK and Ireland, and it has a growing presence through online retail partnerships in Europe and beyond.
“When I joined in 2013, Seasalt was a small regional womenswear brand with 11 shops in Devon and Cornwall,” recalls Hayes. “Our vision was always to grow far beyond that, and we opened eight new stores outside the region in my first year. Growth has continued steadily since then.”
The opening of the Falmouth, Massachusetts store signals an important new phase in the brand’s international strategy. “Of course, Falmouth, on the Cape, was an obvious choice for us to start our journey across the Atlantic,” says Hayes. “There are so many synergies—the coastal aesthetic, color palette, maritime heritage, pace of life, sustainability ethos—we feel a real connection already.”
The Falmouth store, which spans 2,500 square feet, is Seasalt’s largest to date and will feature the brand’s innovative ‘Seasalt Lite’ store concept. “The very nature of our Seasalt Lite concept supports our growth ambitions for store expansion,” explains Hayes. This new approach makes Seasalt’s retail spaces 50% more sustainable by using modular components, durable materials, and minimizing waste in the store’s design.
The store will offer a curated selection of Seasalt’s most popular collections, including their iconic rainwear, hand-drawn prints, and a growing menswear line, which was relaunched in 2018. Seasalt has also emphasized the importance of maintaining its signature design aesthetic in this first US location. “We’ve utilized the same color palette and materials across all our finishes and fixtures,” says Hayes. “The shop showcases our Seasalt handwriting throughout, bringing Cornwall to the Cape.”
Future Growth Plans
The Falmouth opening is just the beginning of Seasalt’s ambitious plans to expand its footprint in the US. In addition to its standalone stores, Seasalt has established strong wholesale relationships with retailers like Nordstrom and Bloomingdale’s, with more partnerships expected in the future.
“We started our wholesale business in the US in 2019 and had robust plans in place for growth of that element of our business,” says Hayes. “Along with our own Seasalt store, we have been focusing on a dropship model with Nordstrom and Bloomingdale’s for our Womenswear collection, and we anticipate trading a couple of seasons online before establishing a physical store presence.”
Looking ahead, Seasalt aims to open up to 20 stores in the US over the next three years. The brand is carefully selecting locations based on customer demographics and market synergies, and it is working closely with its newly hired US Country Manager, Valentina Garavito, to drive this expansion.
Expansion into the US market appears to be a trend amongst successful UK brands right now. Monica Vinader, a UK-based jewelry brand has recently been expanding its US presence with its own store and various Nordstrom locations. Another example is boutique fashion brand, Never Fully Dressed, which now has two US stores, and Gymshark, which recently started opening stores and hosting events in the US market.
Beyond stores, Seasalt is also launching a dedicated US website to complement its physical retail growth and better serve its American customers. Hayes points out that having physical stores significantly impacts brand awareness and customer engagement, stating, “We see online sales double within a 20-mile radius of a store, compared to locations where we don’t have a physical Seasalt presence.”
With its first US store in Falmouth, Massachusetts, Seasalt Cornwall is embarking on an exciting new chapter of growth. Backed by a rich heritage, a strong commitment to sustainability, and a deep understanding of its customers, the brand is poised to make a lasting impression on the American market.
As Paul Hayes sums it up, “We believe this market provides us with huge potential for growth.” This is just the first of many US stores to come for the beloved British heritage brand.
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