Salt Life is continuing to build out its brick-and-mortar footprint.
The apparel brand is planning to open a store in Williamsburg, Virginia, next month, marking its seventh store opening in 2023. Salt Life most recently opened two stores in Florida, in St. Augustine and Pompano Beach. The brand this year also opened stores in Pembroke Pines, Florida; Long Branch, New Jersey; Riverhead, New York; and Deer Park, New York.
“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,” Jeff Stillwell, Salt Life Group president, said in a statement. “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.”
Following the opening of the Williamsburg location next month, Salt Life will have a total of 28 stores, including 15 full-price stores and 13 outlet locations. The company said that its Pompano Beach location, which opened in October, will feature a content studio and multimedia broadcast platform for the Sport Fishing Championship.
Delta Apparel, owner of Salt Life, in October received an unsolicited offer to purchase the business unit. The company at the time also announced its board of directors had engaged Baird as its financial adviser. The company added that there could be no assurance as to the timing, terms or structure of a deal, or if any transaction would even occur.
Delta Apparel acquired Salt Life in 2013 and in the years since, the company said it has been able to grow the unit from a primarily wholesale business to one with diversified revenue channels, including through its own website and retail stores. The company said Salt Life is “highly profitable” with over $60 million in revenue.
“We are excited to see Salt Life provide more and more consumers with the opportunity to experience the brand in the amazing retail environments our team continues to develop,” Robert Humphreys, chairman and CEO of Delta Apparel, said in a statement about the new store openings. “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.”
