Fashion and lifestyle retailer Seasalt has had a record year for Christmas trading, recording a 52 per cent year-on-year increase in overall sales.

For its five week period leading up to January 6 strong sales growth was recorded both online and in-store, with 72 per cent online year-on-year growth, and store sales up by 40 per cent year-on-year.

Seasalt’s trading in the Christmas period was not limited to the UK, with international sales up by 77 per cent.

The brand said momentum was driven by maintaining a full-price strategy right up until Christmas, with scheduled discounting delayed until December 22 due to demand for full-price products.

Seasalt co-founder and chairman Neil Chadwick hailed it as a “fantastic festive season”.

“Our Christmas turnover caps a successful year, spurred on by our monthly collections,” he said.

“Unlike many of our competitors, we produce a limited amount of many of our products, ensuring Seasalt customers don’t look like everybody else out there.

“We are proud of the products we make, and the connection they have to Cornish roots, culture, and people.”

Chief financial officer Malcolm Macdonald added: “Our commitment to a full price strategy has been integral to our performance this season.

“We’ve seen that customers are loyal to our brand because of our values and avoidance of discounting culture. O

“ur expectation is that strong sales momentum will continue into this year, as we maintain this approach.”

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