Salt Life’s total sales rose 7% in June now that wholesale customers have reopened. Meanwhile, e-commerce sales boomed during the pandemic, increasing 140% for the quarter ended June 27, according to parent company Delta Apparel.
We checked in with Salt Life President Jeff Stillwell to find out more about current business trends.
It sounds like e-commerce sales were robust during the pandemic. Are there any interesting trends as far as what categories people were buying?
Jeff Stillwell: Yes, e-commerce sales have been and remain well above any forecast. The interesting thing is that we are finding sales across all categories are strong.
In fact, when we analyze sales, we find the percentages by category have not materially moved from where they were pre-COVID.
Now that wholesale stores are open, are your wholesale customers placing reorders?
Jeff Stillwell: They are, and we have had strong demand especially in areas catering to vacation and tourism.
Design Director Kristin Wallace and President Jeff Stillwell at Surf Expo in January – SES file photo
What are sales trends like in Salt Life stores?
Jeff Stillwell: This has been another pleasant surprise. As areas re-opened, our retail stores began to see demand well above our forecast.
We have noticed that customers are not shopping the stores like before. Rather than browsing the store, it is much more ‘here is what I am looking for can you point me to it.’
Do you have the inventory you need to meet demand?
Jeff Stillwell: We have a great team here and they have done a fantastic job managing through inventory. Â We are able to meet demand for the most part.
No one anticipated the sudden need for face coverings, so that has been a challenge but I am proud of our entire team for the job they have done through all of this.
What has been the biggest surprise for you during this crisis?Â
Jeff Stillwell: Never underestimate the resiliency of the American consumer.
