Seasalt reports record breaking Christmas sales

Cornish fashion brand Seasalt has reported a record year for Christmas trading, with overall sales up 52% for the five weeks leading up to 6 January 2018.

Strong sales growth was recorded both online and in-store, with 72% online year-on-year growth and store sales up by 40%. Additionally, international sales were up by 77%.

Neil Chadwick, Seasalt co-founder and chairman, said: “This has been a fantastic festive season for Seasalt, with sales up across the board both in the UK and further afield. Our Christmas turnover caps a successful year, spurred on by our monthly collections.

Malcolm Macdonald, CFO, added: “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.”