Page 27 - RLI April 2019

SEASALT, A BRAND WITH

COMMUNITY AT ITS CORE

“We look forWard to
opening more stores and
Will promote and support
these Within their
individual communities”

fALMOUTH SHOP
Cornwall, Uk
LICHfIELD SHOP Birmingham, Uk

Simplicity and creativity is at the heart of everything
Seasalt does, and they strive to make everything not

only beautiful but also useful. Here, RLI sits down with
company CEO Paul Hayes to discuss how the brand got

to this point and what the next steps are.

he original business began in 1981, when the coastal town of Tenby, and also one in Windsor in February. From a product perspective, they believe in using the best
Chadwick family went into a small store in Seasalt’s choice of shop location is not always in the possible materials, latest innovations and unrivalled attention
Adelaide Street, Penzance, called General most obvious places but it’s a calculated risk. Whilst they to detail to bring quality products to market. Maintaining a full
TClothing Stores. They went in to buy a waterproof have shops in city shopping centres, some of their most price sell-through commitment means the brand can continue
jacket and instead bought the shop itself. successful locations are also in market and coastal towns. to innovate, and this is a strategy that sets them apart from
Back then, the shop sold traditional workwear, such as They will always seek out sites that fit with their customers’ many retailers who may be more promotionally led.
fisherman’s smocks, Guernsey pullovers and striped tops lifestyles and needs. The brand’s use of social media, in particular Facebook and
to the sailors, farmers and fishermen of the area. Those In the next year Seasalt will continue to invest in bricks- Instagram, has allowed them to build a community founded on
products still influence how the products look today. and-mortar, bucking the general trend and supporting both genuine trust and love for the brand. This in turn has translated
Since then, Seasalt’s growth has been impressive. They local economies and the general high street. They plan to into positive engagement and ultimately sales. The social media
have just opened their 61st location, a shop in Lincoln last open in 10-12 additional locations, as they still see plenty of team is dedicated to nurturing an open, meaningful and close
month, have 400 stockists across the UK and Europe and an appetite for their approach to upholding the values of good relationship with its customers. They use social touchpoints as
online customer base that stretches across the globe. shop keeping. a place to test and learn so that its customers genuinely feel a
“We have had a successful 2018, and experienced a record “We are committed to constantly improving our customer part of the journey the brand is on.
Christmas, with in-store sales rising by 31 per cent over the experience and service innovation, and this will continue to “We really do put the customer at the heart of everything
period, online sales rising by 39 per cent, and international be a focus in 2019. We are also working towards achieving we do and despite the fact we’ve grown into a much bigger
growth has registered a growth of 35 per cent,” explains B Corp accreditation, to demonstrate our sustainability business, it’s our continued commitment to good shop
company CEO Paul Hayes. “As our business grows and we achievements so far, but crucially to set us on a further path keeping that keeps our customer loyal,” says Hayes.
open more shops, awareness of the brand also increases. We of improvement,” says Hayes. The brand has always been committed to conducting
feel that the perception of the Seasalt brand is very positive Innovation and investment are a constant focus for the business honestly and authentically. Theyare one of the UK’s
which gives us a solid foundation to build on. We are lucky brand so that they remain at the cutting edge of product, largest retailers of organic cotton and are proud to have
to have so many loyal customers, and we are committed to technology, customer experience and service, marketing been the first fashion company to have been Soil Association
staying true to our core brand values.” and people. Everything is still designed at the head office in GOTS certified back in 2005. “We look forward to opening
Seasalt has been busy in the last few months, opening Falmouth to remain true to the brand values and Cornish more shops and will promote and support these within their
two shops in December in Cribbs Causeway and in the roots which are an integral part of the brand identity. individual communities,” concludes Hayes.

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