Building on its success in New Zealand, leading UK clothing brand Seasalt is poised for a major international expansion, with the United States as the primary target. The Cornwall-based casualwear brand aims to venture into the vast North American market starting June, with an ambitious three-year plan to establish 20 solely-operated Seasalt stores.
Overseeing this bold expansion is Jason McNary, newly appointed Consulting Director (North America), reporting directly to CEO Paul Hayes. The inaugural store is slated for the New England area, with a specific focus on the northeast region and the eastern seaboard. Plans are underway to confirm up to three additional store locations within the next year.
CEO Paul Hayes emphasized the meticulous groundwork for this market entry, highlighting Seasalt’s robust presence in the US through a strategic online partnership with retailer Belk. Belk will continue selling Seasalt through digital channels and introduce the brand in key physical stores next year. A dedicated Seasalt US website is set to launch in the summer.
Hayes expressed confidence in Seasalt’s distinctive offerings and its potential to captivate American consumers with something fresh and exciting. While acknowledging the challenges ahead, he underscored the positive response from US customers, emphasizing the significance of establishing physical hubs for Seasalt’s brand growth.
Jason McNary, a seasoned professional in the fashion sector with a proven track record in building global brands, assumes the role of Consulting Director. McNary, formerly CEO of Spanish jewelry brand UNOde50 and president at French fashion designer brand Agnés B, brings extensive expertise in direct-to-customer brands.
Seasalt’s strategic shift toward North America follows the successful opening of seven stores across the UK, Ireland, and New Zealand in the past 12 months. The latest addition in Kenmare, Ireland, brings Seasalt’s total store count to an impressive 73. Join Seasalt on its exciting journey as it continues to redefine casualwear on a global scale.
