TAMPA, Fla. (WFLA) — Salt Life, a brand synonymous with Florida’s ocean-loving culture, is closing all of its physical stores as part of a significant transition to a wholesale and e-commerce business model. The move follows the acquisition of the brand by Iconix International Inc., in partnership with Hilco Consumer-Retail Group, after a bankruptcy auction.
The closures come after the brand’s parent company, Delta Apparel Inc., filed for Chapter 11 bankruptcy in June 2024. Financial challenges, including shrinking profit margins and a lack of demand, led Delta Apparel to put Salt Life on the auction block. By August 2024, nearly 100 employees at 16 Florida stores were at risk of losing their jobs if no buyer emerged. The acquisition by Iconix through a competitive auction marks the end of Delta Apparel’s ownership, as Salt Life pivots to a new business model under Iconix’s leadership.
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Liquidation sales began on September 20, 2024, at 28 Salt Life stores across 10 states, including 13 locations in Florida. The closures mark the end of an era for the brand, which began in 2003 in Jacksonville Beach, Florida, and grew into a beloved symbol for ocean enthusiasts with its popular apparel and gear designed for fishing, surfing, and diving.
While the stores are shutting down, customers still have an opportunity to purchase Salt Life merchandise at discounts of up to 40%, with items such as T-shirts, hoodies, and tumblers available. Gift cards will be accepted until October 20, and all sales are final after September 20.
Store Name Address City State ZipSalt Life 2601 S McKenzie St. #448 Foley AL 36535Salt Life 207 Main St Huntington Beach CA 92648Salt Life 157 Avenida Del MarSan ClementeCA 92672Salt Life 34986 Midway Outlet Dr. #123 Rehoboth BeachDE 19971Salt Life 410 Plaza Real Boca RatonFL 33432Salt Life 1100 Cornerstone Blvd #910Daytona Beach FL 32117Salt Life 10676 Emerald Coast Pkwy W Space 136DestinFL 32550Salt Life 10801 Corkscrew Rd. #164 EsteroFL 33928Salt Life 713-A E Las Olas BlvdFort Lauderdale FL 33301Salt Life 240 3rd St. Jacksonville Beach FL 32250Salt Life 128 Breakwater Ct, Suite 200Jupiter FL 33477Salt Life 404 Duval St.Key West FL 33040Salt Life 2312 Grand Cypress Dr. Suite 852 Lutz FL 33559Salt Life 8001 S Orange Blossom Trail #252 Orlando FL 32809Salt Life 3101 PGA Boulevard Suite P237Palm Beach Gardens FL 33410Salt Life 421 SW 145th Terrace Pembroke Pines FL 33027Salt Life 3405 Pier St Pompano Beach FL 33062Salt Life 16 S Boulevard of the Presidents Sarasota FL 34236Salt Life 2700 FL-16 Suite 713 St. AugustineFL 32092Salt Life 1104 Broadway Columbus GA 31901Salt Life 80 Ocean Ave. N.Long Branch NJ 07740Salt Life 1215 The Arches Cir.Deer Park NY 11729Salt Life 1220 Tanger Mall Dr.RiverheadNY 11901Salt Life 1256 Fording Island Rd. Suite 275 BlufftonSC 29910Salt Life 316 King St. Suite A Charleston SC 29401Salt Life 10835 Kings Rd #720 Myrtle Beach SC 29572Salt Life 5855 Gulf FwyTexas City TX 77591Salt Life 5711 Richmond Rd. Suite B030 WilliamsburgVA 23188(Hilco Consumer-Retail)
The shift to wholesale and e-commerce comes as Salt Life plans to focus more on expanding its brand through retail partnerships and online sales. Iconix and Hilco are managing the wind-down of the retail operations and facilitating the sale of inventory from distribution centers.
Salt Life’s legacy is not limited to its retail presence. The brand has been committed to ocean conservation, with its “Gives Back” initiative supporting efforts to protect marine environments.
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As Salt Life prepares to shutter its stores, the end of an era looms for a brand that has been part of Florida’s beach culture for the better part of two decades. For many Floridians, Salt Life was more than just a store—it was a symbol of a lifestyle. Those iconic “Salt Life” bumper stickers, seen plastered on cars from Jacksonville to the Keys, became synonymous with the free-spirited, ocean-loving mentality of the “Florida man” and woman.
The closure of these stores won’t erase the brand’s footprint on Florida’s coastal identity, but it will undoubtedly shift how locals interact with it. As Salt Life transitions to a digital and wholesale focus, those bumper stickers might just take on even greater meaning, symbolizing a bygone era of sandy toes, sun-soaked weekends, and a deep connection to the sea. For Florida’s loyal Salt Life followers, the spirit of the brand will live on—just now, perhaps, with a bit more nostalgia. (Also you can still order online).
