Cornwall based Seasalt has reported a 52 per cent year-on-year increase in its overall sales for the Christmas period. In the five weeks to January 6, it generated a 72 per cent year on year uplift in online sales, with store sales up by 40 per cent. International sales had also increased by 77 per cent. The brand had avoided cutting prices in the run up to Christmas unlike many of its competitors.
Seasalt co-founder and chairman Neil Chadwick said “Our Christmas turnover caps a successful year, spurred on by our monthly collections. Unlike many of our competitors, we produce a limited amount of many of our products, ensuring Seasalt customers don’t look like everybody else out there. We are proud of the products we make, and the connection they have to Cornish roots, culture, and people.”
CFO Malcolm Macdonald commented “Our commitment to a full price strategy has been integral to our performance this season. We’ve seen that customers are loyal to our brand because of our values and avoidance of discounting culture. Our expectation is that strong sales momentum will continue into this year, as we maintain this approach.”
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