Salt Life, a brand cherished by Florida's ocean enthusiasts, has announced that it will close all of its physical retail stores to shift focus toward wholesale and e-commerce. This shift follows Delta Apparel Inc.'s filing for Chapter 11 bankruptcy in June 2024 due to financial challenges such as shrinking profit margins and dwindling consumer demand.
Delta Apparel, which acquired Salt Life in 2013, announced its intention to auction off the brand in June, hoping to alleviate some of its financial strain. On September 16, 2024, the beloved beach brand was sold for $38.74 million to brand management firm Iconix International and business management group Hilco, during a court-approved bankruptcy auction. This marked the end of an era for Delta Apparel and the beginning of a new chapter under the new ownership.
The closure will impact over 100 employees across 28 Salt Life stores in 10 states, with Florida particularly hard-hit as 13 locations will shutter. Liquidation sales, offering discounts up to 40%, commenced on September 20, 2024, providing customers a final opportunity to purchase Salt Life merchandise like T-shirts, hoodies, and tumblers at discounted rates. Gift cards will be accepted until October 20, and all sales after September 20 are final.
Despite closing physical stores, Salt Life aims to expand its presence through retail partnerships and online sales, leveraging the growing trend towards digital commerce. Iconix and Hilco plan to manage the closure of retail operations while facilitating the sale of remaining inventory from distribution centers.
Founded in 2003 in Jacksonville Beach, the brand quickly gained a loyal following among ocean enthusiasts who adorned their cars with iconic “Salt Life” bumper stickers, symbolizing their deep connection to the sea. As Salt Life transitions to this new phase, its spirit and essence will live on through online sales and wholesale operations.
