Salt Life continues to expand US retail presence

Delta Apparel, a provider of core activewear, lifestyle apparel, and on-demand digital print strategies, has announced the continued expansion of its Salt Life brand’s retail footprint through the opening of three new retail locations.

These new doors include the brand’s first location in Virginia as well as two additional Florida locations and represent the next phase in Salt Life’s branded retail strategy offering both full-price and outlet options that cater to a wide audience eager to explore its range of high-quality ocean performance and lifestyle gear.

Salt Life will finish 2023 with a total of seven new retail stores, including full-price and outlet stores. Upon the December 2023 opening of its Williamsburg, Virginia location, Salt Life will operate an impressive total of 28 retail stores, including 15 full-price stores and 13 outlet stores across the country comprising over 55,000 square feet of retail floor space.

The new location in Pompano Beach, Florida will also house a state-of-the-art content studio and multimedia broadcast platform for the Sport Fishing Championship (SFC), the governing body of saltwater tournament fishing, in connection with Salt Life’s unprecedented 10-year sponsorship agreement to serve as its official apparel and sunglasses provider, the company said in a press release.

“Continued expansion of our retail presence is an important piece of our omni-channel strategy and an exhilarating step forward for Salt Life, allowing us to bring the Salt Life experience to ocean enthusiasts in markets across the country,” said Jeff Stillwell, Salt Life group president. “Our new stores are more than just retail storefronts; they are vibrant spaces where customers can immerse themselves in the salty lifestyle and experience our passion for all things on the water.”

“We are excited to see Salt Life provide more and more consumers with the opportunity to experience the brand in the amazing retail environments our team continues to develop. Sales in Salt Life’s retail channel are among the most profitable sales across our entire company and the consistent gains we see in key metrics such as conversion rate and transaction value continue to affirm our significant investment in this area,” Robert W Humphreys, chairman and chief executive officer of Delta Apparel, said.