Seasalt, the popular Cornish fashion brand, has experienced remarkable success in recent months. Following the reopening of its stores in the spring, the company has witnessed exceptionally strong trading. Moreover, Seasalt’s online sales have exceeded expectations and now make up 56% of its total revenues. This is particularly noteworthy as many retailers have seen a decline in online sales after physical stores reopened.

To strengthen its online presence, Seasalt has formed partnerships with strategic retailers like Next, Zalando, Amazon US, and M&S. In April, the company launched an online collaboration with M&S, highlighting its commitment to physical retail. Seasalt’s physical stores have also performed well, experiencing a strong rebound in sales upon reopening.

Through effective cost control and a focus on full-price trading, Seasalt has managed to improve its EBITDA margin. It predicts that its sales for the 12-month period ending in January 2022 will reach nearly £100 million based on these positive developments.

Looking at the previous fiscal year, Seasalt reported an impressive 72% increase in online sales, thanks to its successful digital transformation program and innovative marketing strategies. Digital channels constituted 67% of the company’s total revenue during this period and continue to be its primary revenue source.

However, Seasalt’s physical stores faced challenges due to temporary closures caused by the Covid-19 pandemic, leading to a 57% decline in store sales. Nevertheless, the stores quickly recovered upon reopening and continue to surpass expectations. Seasalt emphasizes the importance of its physical stores in delivering a comprehensive customer experience and driving sales across all channels.

Although the company’s total sales for the 12-month period decreased by 7% to £69.9 million, this decline is relatively modest considering the circumstances. Many competitors experienced larger drops in sales due to the significant impact of Covid-19 on consumer behavior.

Despite the decline in sales, Seasalt achieved a remarkable 50% year-on-year increase in EBITDA for the same period, totaling £6.6 million. This growth can be attributed to the company’s focus on improving profitability and implementing a full-price trading strategy.

Seasalt has made substantial investments in enhancing its performance, investing over £2.5 million in new technology in the past 18 months. This has resulted in the development of new UK and international websites, as well as the implementation of industry-leading software to fulfill online orders in stores. Combined with innovative marketing initiatives and a longstanding commitment to sustainability, these technological advancements have contributed to unprecedented levels of customer acquisition in the current financial year.

Seasalt’s CEO, Paul Hayes, expressed his satisfaction with the company’s digital transformation and its transition to a digital-first brand. He highlighted the excellent performance of the stores since reopening and the growth achieved through strategic partnerships, signaling a promising future and showcasing the business’s resilience.

For more information about Seasalt’s success and its online presence, visit their official website: https://seasaltcornwall.co.uk/.

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