Seasalt Christmas sales rise buoyed by online demand

The Cornish fashion and lifestyle retailer reported a 17% rise in sales over the five weeks to January 2, as the 44% slide in store sales was made up for by 95% growth online.

Seasalt said international sales also rose 20% over the same period.

The retailer is predicting that in-store sales will be down 57% year on year for the full year to January 30 due to the impacts of “various lockdowns”.

Its online channels exceeded expectations, with sales estimated to grow 72% in the same period.

Seasalt highlighted an uptick in sales of women’s trouser, socks and slippers, which more than doubled as customers adapted to home working.

During the year, Seasalt extended its partnerships with eBay and Zalando, and launched in-store and virtual shopping appointments.

Chief executive Paul Hayes said: “Staying close to our customers, being able to understand their needs and never forgetting our Cornish roots has helped us deliver this strong performance and allowed us to adapt at pace during the pandemic.”

“We had started our digital transformation well before the first lockdown, but the events of the past year have accelerated all our plans. We now make approximately two-thirds of our sales online and while our stores remain a vital and constantly evolving part of the business, we expect a much higher percentage of sales to be digital from now on.

“As we begin our 40th anniversary year, we have taken the steps necessary to prepare Seasalt for the challenges ahead and we are well positioned for continued success as the economy recovers.”

Chief financial officer Malcolm Macdonald added: “I am pleased to say momentum from a strong set of financial results last year carried on into the new financial year and through Christmas. 

“By being available to customers where and when they want to shop, Seasalt has been able to continue to trade successfully through a period of enormous uncertainty in the retail sector.”