Salt Life, the well-known beachwear brand, has announced the closure of all its brick-and-mortar stores in Florida and across other states in the U.S. as it shifts its focus towards wholesale and online sales. The company, which filed for bankruptcy in June, was auctioned off in September and subsequently acquired by Iconix International Inc. in partnership with Hilco Consumer-Retail Group.
Founded in 2003 by four sailors in Jacksonville Beach, Salt Life quickly expanded to states such as California, Texas, New York, and Georgia, among others. Despite its initial success, financial struggles over the years have led its new owners, Iconix and Hilco, to shutter all 28 of the brand's stores, including 13 in Florida. This strategic decision allows them to concentrate on e-commerce and expanding through retail partnerships.
Starting September 20, Salt Life began the liquidation process at its physical store locations, offering discounts of up to 40% on their products. Customers can take advantage of these deals on apparel and accessories until the stores close permanently. Gift cards will remain valid until October 20.
This closure signifies the end of an era for a brand that epitomized Florida's ocean culture. Salt Life was not only celebrated for its products but also for its strong ties to the maritime community and its ocean conservation efforts. As the company transitions to a new business model, its legacy within the beach lifestyle community remains significant.