Cornish lifestyle brand Seasalt is opening another seaside store, this time in Portsmouth. But it’s not in the UK. Instead it will open across the Atlantic in Portsmouth, New Hampshire with an official opening event on 22 November. 

Located on one of Portsmouth’s main shopping streets, at 2 Market Square, it covers 91 sq m and “builds on the success of existing Seasalt shops in the US, with the first opening in Falmouth, Massachusetts in September 2024, followed by Ardmore PA and Shrewsbury NJ this year”.

The certified B Corp brand is heavily committed to physical store retail and has continued to expand in the US despite the uncertainties of the tariffs that have been introduced this year.

This new location will employ a team of nine, led by store manager Abigail Dalton. 

The shop fit in Portsmouth follows that of recent Seasalt openings and we’re told it “represents next-generation retail design for the brand, taking a tangible step forward with its sustainable credentials and reduced carbon footprint. Committed to putting actions behind words, we have retained the original traditional-style shopfront. All fixtures and fittings have been chosen for their sustainable features and with longevity and flexibility in mind”. 

As for the interior fit, it will also feature artwork from both Cornwall and the US, with hand-painted artwork from Greg Lytle and his team from America, using Seasalt designs.

This new retail experience will “undoubtedly also attract a new customer audience who may not have discovered Seasalt yet,” the company said, with its director of retail, Richie Edwards, adding that it’s “the perfect location for us, with its charming coastal character and vibrant community”.

It’s undeniably a location that’s in sync with the overall brand. All of its collections are designed in-house from studios overlooking Falmouth Bay in Cornwall, on the southwest coast of Britain and these are proving increasingly popular as its store estate expands. 

And while it’s known for its coastal profile, its British stores are in suburban and market town locations as well as seaside ones. The locations of the US stores it has opened have a lot in common with the Cornish lifestyle and the type of towns picked for its British stores.