In a bold move that bucks the trend of high street decline, the Cornish fashion retailer Seasalt has announced plans to open ten new stores across Britain in 2026. The family-owned brand, often associated with coastal style, is pushing ahead with significant expansion despite a challenging climate for physical retail.
Defying the Retail Odds
The expansion will see three shops open in early 2026, with the remaining seven launching in the second half of the year. This growth strategy is particularly notable given rising business rates and widespread reports of a struggling retail sector. Seasalt, which began in Penzance in 1981 selling workwear to farmers and fishermen, already operates 79 shops in the UK and Ireland, plus four in the US and several in New Zealand.
Chief Executive Paul Hayes acknowledged the difficulties facing the industry, telling The Times: ‘It has undoubtedly been a challenging year for the retail industry, with new challenges consistently facing our sector, and this is unlikely to change significantly as we move into a new year.’ However, he expressed confidence in the brand's ‘very resilient business model,’ built over the past five to six years, to navigate these times and continue its growth.
A Brand Loved and Mocked
Seasalt has cultivated a loyal following, with a significant 63% of its shoppers reportedly choosing the brand because it feels like a ‘sustainable choice.’ This is bolstered by its UK-based operations, use of non-toxic materials, durable clothing, paper packaging, and a ‘take back’ scheme offering £25 credit for returned items. Resold items are marketed on the Reskinned website or eBay.
Yet, the brand’s distinctive aesthetic—described by some as the uniform of middle-class coastal dwellers—has also made it a target for gentle ridicule online. Critics on platforms like Reddit have labelled its offerings ‘middle class boring clothes,’ with one user joking, ‘If you need a hundred quid hoody to walk the labradoodles near the beach then they got you.’ (For the record, Seasalt’s most expensive sweatshirt is priced at £75.95). Others confuse its ‘shabby chic’ style with competitors like Fat Face, Joules, and White Stuff.
Despite the teasing, the brand has diehard advocates, often citing the practical appeal of dresses with pockets and superior quality compared to cheaper alternatives.
Financial Footing and Future Plans
The ambitious store opening programme comes after a mixed financial year. The company’s pre-tax profits fell from £7.3 million to £4.4 million in 2025, partly due to investment. However, it also recorded its ‘best ever’ trading period, with a 16% surge in direct-to-consumer sales in the fortnight before Black Friday.
Beyond its own store network, Seasalt has hundreds of stockists including major names like Marks & Spencer, Next, and Bloomingdale’s. It also plans to launch in Australian department store David Jones in 2026, with in-store trials in Sydney, Melbourne, Adelaide, and Brisbane.
The brand’s strategy focuses firmly on Britain’s market towns, where it claims demand for its clothing remains robust. So, for fans of practical pockets and coastal knitwear, a Seasalt shop may soon be arriving closer to home.
