E111: Will Charnley - How Seasalt Has Managed to Differentiate Their Fashion Brand in a Hugely Saturated and Competitive Market

Will Charnley is the Former Chief Sales Officer at Seasalt, a Cornish Clothing company with over 65 brick-and-mortar stores. After going through a digital transformation journey, Seasalt is on track to hit £100m in sales, largely due to its partnerships with M&S, Zalando, Next and Amazon US. Prior to joining Seasalt, Will headed up Strategy at Greene King, the UK’s largest pub company. Before that, he spent his career at John Lewis in a variety of operational, strategic and transformation roles. In this podcast, Will shares how Seasalt navigated the uncertainty of COVID-19 when they had to close all of their well loved stores. He discloses the three key differentiating factors that make Seasalt highly successful in a hugely competitive fashion market.  Find out why Seasalt is closing down a few of their stores and opening others. Will discusses the challenges that Seasalt is facing when growing internationally and what’s next for this retailer.  Listen to this podcast to hear how this family-owned Cornish company stays true to who they are to build long-lasting relationships with their loyal customers.