Seasalt, the Cornish lifestyle brand, is set to expand its presence in the United States, opening its first North American store in New England by June 2024. This move aligns with the brand’s plan to establish 20 locations across the US in the next three years, focusing on the northeast region and the eastern seaboard. The company has already cultivated a substantial customer community in the US through digital offerings and an online partnership with US retailer Belk, launched in 2022. Belk will continue to sell Seasalt through online channels and introduce it to select physical stores in the coming year. Additionally, Seasalt will launch a dedicated US website in the summer of 2024.
To spearhead this expansion, Seasalt has appointed Jason McNary as the consulting director of North America, based in New York. McNary brings significant experience, having served as CEO of Spanish jewelry brand UNOde50 and as president of North and South America for French fashion designer Agnés B. His role will be crucial in executing Seasalt’s US market entry strategy, leveraging its existing foundation in the country.
While expanding globally, Seasalt remains committed to its primary focus on the UK, with ongoing store openings and a portfolio of 73 bricks-and-mortar locations worldwide. CEO Paul Hayes emphasized their ambition for the US market, planning up to 20 store openings over the next three years. The brand’s strategy leverages its partnership with Belk as a springboard for accelerated expansion in the US.
Hayes stated, “We have set our sights firmly on the US market with up to 20 stores planned to open over the next three years. Our US market entry strategy has been in development for some time now, and we have established a strong foundation in the country through our partnership with Belk as a springboard to accelerate our expansion.” McNary expressed admiration for Seasalt’s strengths, including high-quality products, sustainability credentials, commitment to inclusion and diversity, and world-class customer service.
