Ocean-inspired lifestyle brand Salt Life details new store growth

Marianne Wilson
Editor-in-Chief
Salt Life store
Salt Life will end the year with 28 stores.

Salt Life continues to grow its retail footprint, with both full-price and outlet locations.

The ocean-inspired  lifestyle apparel and accessories brand, owned by Delta Apparel, will open its first location in Virginia, in Williamsburg, in December. Salt Life will finish the year with a total of 28 locations, including 15 full-price stores and 13 outlet stores across the country.

Including the upcoming Williamsburg location, Salt Life opened seven stores in 2023. The locations include Pembroke Pines, Fla.; Long Branch, N.J.; Riverhead, N.Y., Deer Park, N.Y.; St. Augustine, Fla.; and Pompano Beach, Fla.

The Pompano Beach store, which opened in October, also house a content studio and multi-media broadcast platform for the Sport Fishing Championship, the governing body of saltwater tournament fishing, in connection with Salt Life’s 10-year sponsorship agreement to serve as its official apparel and sunglasses provider.

“Continued expansion of our retail presence is an important piece of our omnichannel strategy and an exhilarating step forward for Salt Life, allowing us to bring the Salt Life experience to ocean enthusiasts in markets across the country,” ​​said Jeff Stillwell, group president, Salt Life. “Our new stores are more than just retail storefronts. They are vibrant spaces where customers can immerse themselves in the salty lifestyle and experience our passion for all things on the water.”

Founded in 2003 by “four avid watermen” in Jacksonville Beach, Fla., Salt Life was acquired by Delta Apparel in 2013. Under Delta’s ownership, the brand has expanded its own brick-and-mortar footprint as well as its wholesale distribution. Its products are sold in in surf shops, specialty stores, department stores, and sporting goods retailers.

“Sales in Salt Life’s retail channel are among the most profitable sales across our entire company and the consistent gains we see in key metrics such as conversion rate and transaction value continue to affirm our significant investment in this area,” said Robert W. Humphreys, chairman and CEO of Delta Apparel.

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