UK family-run clothing chain ‘inspired by the seaside’ opening 10 new stores in 2026 | UK | News
Cornish clothing brand Seasalt is opening 10 new stores across the UK. (Image: Western Mail)
Their clothes are loved by those walking their dogs on stormy beaches, moms running school, and anyone who appreciates classic clothes with a quirky twist that are designed to last. Seasalt Cornwall is aggressively expanding its footprint in the UK, opening ten new stores across the country in 2026; just as other fashion retailers are closing stores left, right and center.
Their signature anoraks, jersey and denim dresses (with pockets) and woolen jumpers have proven enduringly popular since they started selling clothes to local fishermen in Penzance in 1981. Now, despite intense competition from the likes of FatFace and The White Company, rising business rates and declining high street traffic, Seasalt are defying the odds to open a staggering 10 new stores this year – and they’re coming to a market town near you!
The outfit is inspired by the rugged Cornish coastline and is both practical and beautiful. (Image: Getty)
The brand currently has 79 stores in the UK and Ireland, a further four in the US and New Zealand, and plans to open new stores in British market towns as it claims to be strong.
They were in the final stages of signing on three new stores earlier this year, according to The Times, and Seasalt is planning further openings in late 2026.
Seasalt CEO Paul Hayes told the newspaper: “It has undoubtedly been a challenging year for the retail industry, with new challenges constantly facing our industry, and this is unlikely to change significantly as we enter a new year.
“However, we have built a very resilient business model, especially over the last five to six years, and we are confident that we can weather these times and continue our growth trajectory.”
One fan of the brand wrote: “Sea Salt has dresses with pockets and it’s better than anything else. Plus it’s much better quality than the flimsy, cheap garbage.”
The brand is also loved by shoppers because it feels like a ‘sustainable choice’. Which?Considering it is a UK-based brand, it uses non-toxic materials and has durable clothing.
It also uses paper packaging and even has a take-back scheme where you can get £25 to spend on returning used items. If they can be resold, they are offered for sale in the market. reskinned website or eBay.
Seasalt, Cornwall is popular with women over 35. (Image: Western Mail)
Family business that started selling traditional workwear to local farmers and fishermen in Penzance. Three brothers, Neil, Leigh and David Chadwick, created Seasalt after their father Don opened the first store on Adelaide Street, then known as General Clothing Stores.
Seasalt also has hundreds of stock listings, including M&S, Next and Bloomingdales, and even plans to launch with Australian department store David Jones this year too.
However, the brand is not for everyone. “I think Sea Salt is just Fat Face but it’s only for middle-aged people who can’t be bothered to make clothes with actual shapes,” one customer commented on Redditor.
Another called it ‘middle class boring clothes’, while another said: ‘If you need a hundred pound hoodie to walk the labradoodles near the beach then they’ll have you.’
The brand currently has 79 stores in the UK and Ireland and is believed to be targeting market towns and a few locations in London, such as Kensington and Richmond, for new openings.
Additionally, Seasalt said it sees “ongoing opportunity” in the EU, focusing on developing Eastern European and Scandinavian markets.
They also aim to open up to 20 locations in the US over the next three years, are expanding in Ireland (Wexford, Cork) and plan to launch at Australian department store David Jones in 2026.
