Seasalt Cornwall, the family-run clothing brand inspired by the seaside, plans to open 10 new stores across the UK in 2026. Known for durable anoraks, jersey dresses with pockets, and woolly jumpers, the brand appeals to dog walkers, school-run parents, and fans of classic styles with a whimsical touch.
Defying Retail Challenges
While many fashion retailers close stores amid rising business rates and declining high street traffic, Seasalt Cornwall thrives. The company currently operates 79 shops in the UK and Ireland, plus four in the US and New Zealand. New locations target market towns, with additional sites in London areas like Kensington and Richmond. Three stores near final agreements for early 2026 openings.
Paul Hayes, Seasalt Cornwall chief executive, stated: “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, we have built a very resilient business model, particularly over the last five to six years, and we’re confident we can navigate these times and continue our growth trajectory.”
Brand History and Appeal
Founded in Penzance in 1981, Seasalt Cornwall began selling traditional workwear to local fishermen and farmers. Three brothers—Neil, Leigh, and David Chadwick—expanded their father Don’s original General Clothing Stores on Adelaide Street into the modern brand.
Shoppers praise the quality and features like pockets in dresses. One fan noted: “Sea Salt has dresses with pockets and that is better than anything. Also, much better quality than thin cheap rubbish.” The brand stocks hundreds of items at retailers including M&S, Next, and Bloomingdales, with a planned launch at Australian department store David Jones in 2026.
Sustainability Focus
Seasalt Cornwall emphasizes sustainability through UK-based production, non-toxic materials, and durable designs. The company uses paper packaging and offers a take-back scheme: customers receive £25 store credit for returning used items, which are resold via the Reskinned website or eBay if possible.
Customer Views and Criticism
Not all feedback is glowing. Some shoppers call the styles “middle class boring clothes” or compare them to competitors like FatFace, saying: “I feel like Sea Salt is just Fat Face but exclusively for the middle aged and can’t be bothered to make clothes with an actual shape.” Another remarked: “If you need a hundred quid hoody to walk the labradoodles near the beach then they got you.”
Global Expansion Plans
Beyond the UK, Seasalt Cornwall eyes growth in the EU, particularly eastern Europe and Scandinavia. The brand aims for up to 20 US stores over the next three years and further Irish openings in Wexford and Cork.
