Cornish clothing retailer Seasalt hailed “impressive sales” during the festive trading period as total sales climbed 10% year-on-year in the five weeks to 28 December 2024.
The business said the results mark record performance across all sales channels.
Store revenue increased by 3% year-on-year against a broader slowdown in non-food sales over the Christmas period.
The retailer, which operates 76 UK stores, also recorded a 6% increase in online sales, achieving its most successful day ever during the Black Friday period.
Sales via Seasalt’s marketplace partners—including M&S, Next, Zalando, and Nordstrom went from “strength to strength”, up 46% overall.
Overseas markets accounted for 10% of Seasalt’s total sales during the period, bolstered by the brand’s first US store opening in Falmouth, Massachusetts, last September, and its partnership with Nordstrom.
Seasalt chief trading officer Jon Lewis highlighted strong demand for the retailer’s knitwear collection.
“Our customers were resoundingly positive about the collection, and that was evidenced through very strong sales in the run-up to Christmas,” he said.
“Our trading results reflect our customers’ reaction both to our full-price product ranges and our Black Friday and end-of-season sales promotions.”
Looking ahead, Seasalt anticipates double-digit revenue growth for the year ending 1 February 2025, despite economic challenges and increasing cost pressures.
CEO Paul Hayes acknowledged these headwinds, stating: “Like all retailers, we anticipate significant cost pressure in the upcoming months, particularly with the impact of the Chancellor’s Autumn budget statement, necessitating a heightened focus on cost management in order to drive profitable growth.”
The executive emphasised Seasalt’s growth ambitions for 2025, with plans to open more stores in the US—including locations in Shrewsbury, New Jersey, and Portsmouth, New Hampshire—while continuing to expand its UK footprint and strengthen strategic partnerships.
“We are in the best possible position to realize our growth ambitions for the year ahead,” Hayes added.
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