Christmas sales at Cornish lifestyle brand Seasalt have risen by 52% compared with the previous year, driven by a full-price strategy ahead of its winter Sale period.
Online sales surged by 72% in the five weeks to 6 January, and store sales were up 40%. Overseas sales soared 77%, compared with last year’s equivalent.
The retailer said it delayed scheduled discounting to 22 December since it saw “demand for full-price products”.
Chief financial officer Malcolm Macdonald said: “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.”
Seasalt produces 12 collections a year, and its designs allude to its Cornish heritage.