Iconic company Salt Life is closing all stores as it transitions to e-commerce and wholesale

TAMPA, FL — Salt Life, a brand synonymous with Florida’s ocean-loving culture, is closing all of its physical stores as part of a significant shift to a wholesale and e-commerce business model. The move follows the acquisition of the brand by Iconix International Inc. in cooperation with Hilco Consumer-Retail Group after the bankruptcy auction.

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The closure comes after the brand’s parent company, Delta Apparel Inc., filed for Chapter 11 bankruptcy in June 2024. Financial challenges, including shrinking profit margins and lack of demand, led Delta Apparel to put Salt Life on the block auction. By August 2024, nearly 100 employees at 16 Florida stores were at risk of losing their jobs if no buyer came forward. The acquisition by Iconix through a competitive auction marks the end of Delta Apparel’s ownership as Salt Life transitions to a new business model under Iconix’s leadership.

Liquidation sales began on September 20, 2024 at 28 Salt Life stores in 10 states, including 13 in Florida. The closures mark the end of an era for the brand, which launched in 2003 in Jacksonville Beach, Florida, and became a beloved symbol of ocean enthusiasts with popular clothing and equipment designed for fishing, surfing and diving.

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While stores are closed, customers can still purchase Salt Life merchandise with discounts of up to 40%, including products such as T-shirts, sweatshirts and mugs. Gift cards will be accepted until October 20, and all sales will be completed after September 20.

The move to wholesale and e-commerce comes as Salt Life plans to focus more on growing its brand through retail partnerships and online sales. Iconix and Hilco manage the liquidation of retail operations and facilitate the sale of inventory from distribution centers.

Salt Life’s legacy is not limited to its retail presence. The brand is committed to protecting the oceans, and its “Gives Back” initiative supports efforts to protect the marine environment.

As Salt Life prepares to close its stores, it’s the end of an era for a brand that has been a part of Florida’s beach culture for more than two decades. For many Floridians, Salt Life was more than just a store – it was a lifestyle symbol. These iconic “Salt Life” bumper stickers, plastered on cars from Jacksonville to the Keys, have become synonymous with the free-spirited, ocean-loving “Florida man and woman” mentality.

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Closing these stores won’t erase the brand’s mark on Florida’s coastal identity, but it will undoubtedly change the way residents interact with it. As Salt Life begins to focus on digital and wholesale technology, bumper stickers may take on even more meaning, symbolizing a bygone era of sandy feet, sunny weekends and a deep connection to the sea. For Salt Life’s loyal Florida supporters, the spirit of the brand will live on – perhaps now, with a little more nostalgia. (You can still order online).

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