Seasalt enjoys record Christmas trading period


Seasalt, the Cornish lifestyle and fashion brand, has had another record year for Christmas trading. For the five weeks ending 5t January 2019, retail sales increased 35% on the previous year, showcasing the continued growth momentum of the business.

Strong sales growth was recorded both online and in-store. Online sales grew by 39%, and in-store jumped 31%, with a like-for-like growth of 9%, reflecting further improvements in the product offering and service.  Moreover, healthy trading was not limited solely to the UK, with international sales up 35%.

Momentum was driven by maintaining a full-price strategy, with scheduled discounting delayed till just before Christmas, due to demand for full price products.

Seasalt also opened its 59th store in December opening two new shops; one in Cribbs Causeway near Bristol and one in Tenby, Wales.

Seasalt CEO, Paul Hayes, commented: “Thanks to more Seasalt customers shopping online and in-store, we have had another fantastic festive season. Our online offer continues to grow impressively, but I’m especially pleased with our 9% like-for-like sales growth in our stores, which is the 3rd year in a row we have had positive like-for-like growth in this period.

“Too many people write-off bricks and mortar. It’s great to see some of our most loyal customers make use of both our shops and online experiences. We still see plenty of appetite for our approach to upholding the values of good shop keeping. We maintain focus on having the right product combined with excellent quality at a fair price, accompanied by friendly and knowledgeable service. The belief in our good shop keeping values, and ensuring we provide an environment for our products that connects people to our Cornish roots, is at the heart of our success to date.”

Malcolm Macdonald, chief financial officer, added: “It is true that the overall retail environment is challenging. But that makes our achievements over Christmas all the more outstanding. We have only been able to execute our full price strategy because the teams right across our business are all performing so well. The challenge now is to maintain this sales momentum into 2019.”