Salt Life continues to expand retail footprint in the US

Ocean lifestyle brand Salt Life has announced the ongoing expansion of its retail footprint in the United States, with the opening of three new locations.

The Delta Apparel Inc.-owned brand is slated to open its first retail location in Virginia next month, following the recent opening of two additional stores in Florida. The retail expansion reflects the next phase in Salt Life's branded retail strategy, which includes both full-price and outlet store options to better serve a wide target consumer base.

“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,” ​​said Jeff Stillwell, group president of Salt Life 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 its newest location in Williamsburg, Virginia, Ocean Life will operate a total of 28 retail locations across the country, including 15 full-price stores and 13 outlet stores.

Robert W. Humphreys, chairman and CEO of Delta Apparel said in a statement: “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."

"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.”

The retail expansion comes not long after Delta Apparel announced it was reviewing strategic options for Salt Life following an unexpected purchase offer, as directed by its board of directors.