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Jacksonville Beach's Salt Life Brand Expanding To South Carolina, Texas


The Salt Life lifestyle brand, which was founded in Jacksonville Beach, is expanding with stores in South Carolina and Texas.

New Salt Life retail stores will be opening in Myrtle Beach and Galveston later this year, bringing the company's store count to 13.

“The communities in Myrtle Beach and Galveston truly fit the lifestyle of the Salt Life brand, and we are looking forward to this opportunity to engage with all those who share our passion for the water,” said Jeff Stillwell, president of Salt Life, in a news release.

Salt Life, which was acquired by Greenville, S.C.-based Delta Apparel in 2013, plans to open at least five additional retail locations by year’s end.

Salt Life’s flagship store remains in Jacksonville Beach. The brand also includes restaurants in Jacksonville Beach, St. Augustine Beach and Fernandina Beach called the Salt Life Food Shack.

Salt Life apparel products are distributed in surf shops, specialty stores, department stores and sporting goods retailers.

“It has been very exciting to witness the strong growth we have been experiencing at Salt Life across our three sales channels – wholesale, ecommerce and retail – all performing ahead of our expectations,” said W. Humphreys, chairman and CEO of Delta Apparel, Inc.

In addition to Jacksonville Beach, Salt Life has Florida stores in Daytona Beach, Destin, Estero, Key West, Orlando, and Palm Beach Gardens; as well as shops in Columbus, Ga.; Charleston, S.C.; Huntington Beach, Calif., and San Clemente, Calif.

Bill Bortzfield can be reached at or on Twitter at @BortzInJax.

Bill joined WJCT News in September of 2017 from The Florida Times-Union, where he served in a variety of multimedia journalism positions.