Cornish clothing brand Seasalt has delivered a 10% increase in sales for the five weeks ending 28 December 2024, with every channel setting new records for the Christmas period.
Online sales were strong during the festive period, up 6% against the previous year and reflecting another “record-breaking” result.
Meanwhile, stores enjoyed a third consecutive Christmas of record sales, with revenues up 3% compared to 2023. Seasalt said this is particularly noteworthy “in light of recent decreases in high street footfall reported across the country”.
The brand also strengthened its relationships with marketplace partners in the UK and internationally, including Marks & Spencer, NEXT, Zalando and Nordstrom, with sales up 46% on the prior period.
It said these partners form a core part of Seasalt’s international expansion strategy, which drove “impressive” performance with international markets representing 10% of sales during the period.
Jon Lewis, Chief Trading Officer at Seasalt Cornwall, said: “We are pleased to see all of our main sales channels perform so well over the festive season, with healthy year-on-year growth across all three.
“During Black Friday, we reported our most successful day ever online. The big product category winner for us was Knitwear, our customers were resoundingly positive about the collection and that was evidenced through very strong sales in the run up to Christmas.
“Our results reflect our customers’ reaction to our full-price product ranges and our Black Friday and end-of-season sales promotions.”
Looking ahead, Seasalt expects to achieve another year of double-digit revenue growth for the year ending 1 February 2025.
It has so far achieved growth across all channels, both in the UK and internationally. International markets have represented 12% of sales, and international expansion accelerated with the opening of the first bricks-and-mortar US store in Falmouth MA last September.
Paul Hayes, CEO of Seasalt Cornwall, said: “Sales have been strong across the year and throughout the key festive trading weeks in 2024, building on our previous success, in spite of the current economic environment and decline in high street footfall seen across the UK.
“Here at Seasalt, 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.
“We will also continue to progress our expansion strategy for 2025, including our store opening programme, both in the UK and the US, and develop our strategic partnerships, putting us in the best possible position to realise our growth ambitions for the year ahead.”
