Seasalt, the Cornish clothing brand, are opening 10 new stores across the UK. (Image: Western Mail)
Their clothes are loved by dog walkers on blustery beaches, school run mums, and anybody who likes classic clothing with a whimsical twist built to last. Seasalt Cornwall is aggressively expanding its UK footprint, and is opening ten new stores across the country in 2026, just when other fashion retailers are shutting up shops left, right and centre.
It’s signature anoraks, jersey and denim dresses (with pockets) and woolly jumpers, have proved to be enduringly popular since they launched in Penzance in 1981, selling clothing to local fishermen. Now despite this stiff competition from companies like FatFace and The White Company, not to mention rising business rates, and dwindling high street footfall, Seasalt is defying the odds to open a staggering 10 new stores this year and they are coming to a market town near you!
The clothing is inspired by the rugged Cornish coastline and is both practical and pretty. (Image: Getty)
The brand already has 79 shops across the UK and Ireland with a further four stores in the US and New Zealand and intends to open its new stores in Britain’s market towns, as it claemains strong.
They are in the final stages of signing for three new shops early this year according to The Times and Seasalt is also looking at further openings later in 2026.
Paul Hayes, Seasalt chief executive told the paper: « 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. »
One fan of the brand wrote: « Sea Salt has dresses with pockets and that is better than anything. Also, much better quality than thin cheap rubbish. »
The brand is also loved by shoppers because it feels like a ‘sustainable choice’ according to Which?, given its a UK-based brand, uses non-toxic materials and has durable clothing.
It also uses paper packaging and even has a take back scheme, where you can get £25 to spend for returning used items. If they can be resold, they are marketed on the Reskinned website or eBay.
Seasalt, Cornwall are popular with women over 35. (Image: Western Mail)
The family-owned brand which began in Penzance selling traditional workwear to local farmers and fishermen. Three brothers, Neil, Leigh and David Chadwick created Seasalt after their father, Don, opened the first shop, then known as General Clothing Stores, on Adelaide Street.
Seasalt also has hundreds of stocklists at the likes of M&S, Next, and Bloomingdales, and even plans to launch with the Australian department store David Jones this year, too.
However the brand isn’t everyone’s cup of tea. One shopper commenting on Redditor « 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 called it ‘middle class boring clothes’, while one said: ‘If you need a hundred quid hoody to walk the labradoodles near the beach then they got you.’
The brand currently has 79 shops throughout the UK and Ireland and is believed to be targeting market towns for its new openings and a couple of London locations – Kensington and Richmond.
Additionally, Seasalt said that it saw an “ongoing opportunity” in the EU, with a focus on developing eastern European and Scandinavian markets.
They are also aim ingfor up to 20 US locations in the next three years and are expanding in Ireland (Wexford, Cork) and planning a 2026 launch in Australian department store David Jones.
Source link
