Salt Life Continues Retail Expansion, Creating Vibrant Spaces

With the year drawing nearer to an end, Salt Life continues to expand its retail presence with the opening of new stores. The lifestyle apparel brand added three new retail locations to its kitty. Salt Life’s new stores have opened up in Virginia and two outlets in Florida.

This represents the next phase in Salt Life’s branded retail strategy. It offers both full-price and outlet options that cater to a wider audience eager to explore the brand’s range of high-quality ocean performance and lifestyle gear. Salt Life intends to finish 2023 with a total of seven new retail stores, including full-price and outlet stores in Florida, New Jersey, and Virginia.

Jeff Stillwell, Salt Life Group President, said the December 2023 opening of its Williamsburg, Virginia location, will operate an impressive total of 28 retail stores. This includes 15 full-price stores and 13 outlet stores across the country. The new location in Pompano Beach, Florida will also house a state-of-the-art content studio and multi-media broadcast platform for the Sport Fishing Championship, in connection with Salt Life’s unprecedented 10-year sponsorship agreement to serve as its official apparel and sunglasses provider.

Salt Life - The Gardens Mall

Stillwell said continued expansion of Salt Life’s retail presence is an important piece of their omnichannel strategy. “It’s an exhilarating step forward for Salt Life, allowing us to bring the Salt Life experience to ocean enthusiasts in markets across the country. Our new stores are more than just retail storefronts, they are vibrant spaces where customers can immerse themselves in the salty lifestyle and experience the brand’s passion for all things on the water.

Robert Humphreys, Chairman and CEO of Delta Apparel Inc., said it’s exciting to see Salt Life provide more and more consumers with the opportunity to experience the brand in amazing retail environments. He highlighted that sales in Salt Life’s retail channel are among the most profitable sales across the entire company. “The consistent gains we see in key metrics such as conversion rate and transaction value continue to affirm our significant investment in this area.”

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Nandika Chand