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Seasalt to open 35th UK store as Germany gathers pace

Cornish fashion and lifestyle brand Seasalt is gearing up to open its 35th UK store, and is ploughing ahead with expansion in Germany, where it now has 100 wholesale accounts.

The family-owned brand has 33 UK stores, having opened in Morpeth in Northumberland, Bury St Edmunds in Suffolk and Canterbury in Kent. It will open two more shops within the next couple of months, in Sheffield’s new Fox Valley development and in Harrogate.

Seasalt plans to have around 39 stores by the end of the year. However, wholesale is still an important part of the business, said chief executive Neil Chadwick.

“We don’t see the need for a load of shops – only where it enhances the wholesale business,” he told Drapers. 

As previously reported by Drapers, Seasalt began a push into Germany last year and hired a German agent in January 2015. It now has 100 wholesale accounts in the country, up from four this time last year.

Each year, a quarter of a million German tourists visit Cornwall thanks in part to German TV adaptations of Cornish author Rosamunde Pilcher’s books, filmed in the county. Seasalt is now offering German lessons to staff in its Cornish stores.

There are no immediate plans to open German stores.

The family-owned business, which won Womenswear Brand of the Year at the 2013 Drapers Awards, posted a 26% increase in profits to £2.7m for the year to January 31 2015. Sales for the year were up 32% to £28.2m.

Seasalt has 400 wholesale accounts in the UK and around 150 internationally.

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