Salt Life opens second retail store in North Myrtle Beach

Iconix-owned Salt Life is opening its second retail location on July 4 in North Myrtle Beach, South Carolina, as the coastal brand expands its direct-to-consumer push. The new store adds to recent momentum for the brand, which is also growing its e-commerce and lifestyle categories.

Why it matters: - Salt Life’s return to brick-and-mortar gives Iconix another physical storefront to reach coastal-lifestyle shoppers directly. - The North Myrtle Beach opening signals broader expansion in premier coastal markets and supports Salt Life’s direct-to-consumer strategy. - The move comes as Salt Life tries to build momentum across retail, e-commerce and expanded lifestyle categories.

What happened: - Salt Life is opening a new store in North Myrtle Beach, South Carolina, on Saturday, July 4. - The location is at 4816 Highway 17 South, North Myrtle Beach, SC 29582. - Store hours are 10:00 a.m. to 10:00 p.m. daily. - The opening is the brand’s second new retail location under Iconix International. - Ryan Sainsott, SVP of Iconix International, said the company is excited to celebrate Independence Day with the opening in a community that shares Salt Life’s focus on water, outdoor adventure and the coastal lifestyle.

The details: - Customers will get holiday savings and grand opening promotions during the celebration. - The North Myrtle Beach store follows the opening of Salt Life’s Sanibel Island location. - Salt Life plans additional retail locations as the brand continues to grow in coastal markets. - Salt Life was founded in 2003 and sells apparel, accessories, activewear and, more recently, home and lifestyle products. - The brand’s offerings are built around fishing, diving, surfing and beach living. - SALT LIFE’s website is more information. - Iconix International owns, licenses and markets brands including UMBRO, STARTER, DANSKIN, HOODRICH, BUFFALO DAVID BITTON and WAVERLY.

Between the lines: - The opening suggests Iconix is using Salt Life to test where physical retail can reinforce a broader lifestyle brand strategy. - Choosing a holiday weekend for the launch gives the store a built-in traffic boost and ties the brand to the coastal summer season. - The focus on premier coastal markets points to a targeted expansion plan rather than broad-based store growth.

What's next: - Additional Salt Life retail locations are planned. - The brand is expected to keep leaning on direct-to-consumer channels as well as physical stores. - Salt Life will likely use new locations to extend its apparel and lifestyle assortment beyond the beach market.

The bottom line: - Salt Life is betting that selective store openings in coastal destinations can deepen brand loyalty and support its next phase of growth.