Cornish clothing brand, Seasalt Cornwall, has demonstrated many times over how adaptability and innovation can safeguard long term success in retail. This could not be more relevant than at present, with the recent shift in customer priorities and buying habits.   It is a timely arrival for an exciting new sustainable concept store from Seasalt, which opened in Norwich at the end of August – a first for the brand.

Seasalt Norwich represents next generation retail design for Seasalt, taking a tangible step forward with its sustainable credentials and reducing carbon footprint by more than a third compared to an existing Seasalt shop fit-out*.  Committed to putting actions behind words, the new Norwich store uses UK sourced materials to create versatile furniture and fittings that can be moved, reused and repurposed, all designed to lessen environmental impact. 

Seasalt Cornwall outside

Along with its sustainable aims, the opening of a new shop in the current post-COVID environment shows an ongoing belief in and support for the high street, which has always been a priority for Seasalt since the outset.  When this family business started out almost 40 years ago, albeit under a different name back then, it sold workwear to the painters, potters and fishermen of St Ives and Penzance and this combination of utilitarian and artistic influences is reflected in the new interior aesthetic today.  So too is the pioneering spirit of being the first clothing brand to be awarded Soil Association GOTS certification for the use of organic cotton and the new store provides the perfect backdrop for Seasalt’s sustainable, organic and recycled fabrics within the collection.   

All fixtures and fittings have been chosen for their sustainable features and with longevity and flexibility in mind.  From the use of birch faced plywood throughout, made from FSC certified wood, to flooring made using 100% renewable electricity, every Seasalt Cornwall component can be reused or recycled at the end of its useful life. This careful consideration extends to every décor detail, the distinctive lighting is handmade using Cornish and Somerset-grown willow and the upholstery fabric is made in Yorkshire from wool, a natural, renewable and biodegradable material.   

Seasalt cornwall

This new retail experience will undoubtedly also attract a new customer audience who may not have discovered Seasalt yet.  Seasalt Cornwall CEO, Paul Hayes, comments, “we fully recognise that physical shops are no longer simply selling spaces but have taken on an important role as places to bring our brand to life for our customers, offer experiences, innovation and an unrivalled level of service.  We are always keen to become an integral part of the community where our shops are located and we’re enjoying welcoming the Norwich community through our doors.  We’re delighted to have unveiled our first sustainable Seasalt concept store here and we’ve received a very positive reaction from customers.”

Digital insight and improved in-store technologies, such as digitalised stock availability, enhanced payment and receipts and wishlists are helping to deliver the best possible customer experience at every point on an omnichannel journey.  When the time is right, then the shop provides many opportunities to host workshops and brand experiences and usable space for local community and customer events.  With regard to future planning, the modular design of the interior offers the clothing brand much greater flexibility to enter new markets and locations. Its reduced installation time allows for far greater agility to take advantage of new opportunities, both in the UK and internationally, quickly and efficiently.

The Norwich store provides all of the safety reassurances for customers who visit, in line with government guidelines and is also offering private shopping appointments.

Seasalt Norwich opened on Castle Street at 9.30 am on Saturday 29th August.

Terry Clark
Author: Terry Clark