Salt Life expanding in brick-and-mortar

Marianne Wilson
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Salt Life is committed to growing its physical footprint. 

The beach-inspired apparel and accessories brand is set to open stores in Myrtle Beach, S.C., and Galveston, Texas, within the next couple of months. The two new locations will pave the way for continued growth in 2022 and beyond, said the company, which is owned by Delta Apparel. Plans are underway to open at least five additional retail locations in 2022.

“The communities in Myrtle Beach and Galveston truly fit the lifestyle of the Salt Life brand, and we are looking forward to this opportunity to engage with all those who share our passion for the water,” said Jeff Stillwell, president of Salt Life.
Following success as a pop-up in Myrtle Beach during the 2020 holiday season, the location will open on a permanent basis in late August. Opening later this fall, Salt Life’s Galveston location marks the brand's first retail store in the state of Texas, and will bring the brand’s store count to 13.  

“It has been very exciting to witness the strong growth we have been experiencing at Salt Life across our three sales channels – wholesale, e-commerce and retail – all performing ahead of our expectations,” said Robert W. Humphreys, chairman and CEO of Delta Apparel. “Specifically, we have continued to see outsized performance at our branded retail doors, which contribute higher overall operating margins for the business. We are looking forward to allocating additional capital to Salt Life retail stores to further drive organic growth and build our omnichannel model.”

Founded in 2003 by four avid watermen from Jacksonville Beach, Florida, the Salt Life brand has widespread appeal with ocean and beach enthusiasts worldwide. In addition to its website and freestanding stores, the brand has distribution in surf shops, specialty stores, department stores, and sporting goods retailers.

The brand’s flagship store is located in Jacksonville Beach, Fla., where the term “Salt Life” was coined over 15 years ago.