OCT 30, 2025

SALT LIFE ACCELERATES AS A FULL COASTAL LIFESTYLE BRAND UNDER ICONIX; EXPANDS RETAIL, DTC, AND NEW CATEGORIES

One year after being acquired by Iconix International, the SALT LIFE brand is accelerating its transformation into a full coastal lifestyle brand—expanding far beyond apparel to capture every dimension of “life on the water.” With growth across retail, e-commerce, and multiple new product categories, the SALT LIFE brand is emerging as one of the most dynamic growth engines in the Iconix portfolio.

Building on its coastal heritage, the SALT LIFE brand has expanded its retail presence and is on track to double its retail business in 2026. This momentum is fueled by category diversification and the launch of a new e-commerce platform in Spring 2025, designed to power continuous product drops and strengthen direct-to-consumer performance. Distribution continues to grow through Dillard’s, Belk, Dick’s Sporting Goods, and SaltLife.com, bringing the brand’s coastal lifestyle to more consumers nationwide.

Category Expansion
Salt Life’s rapid expansion reflects a strategic vision to extend its brand beyond apparel and into complementary lifestyle sectors:

• Apparel & Swim: Thread Collective (men’s/women’s apparel, men’s swim), Lunada Bay (women’s swim).
• Accessories & Outdoor: RGA Leatherworks (bags, coolers, belts, wallets), Eyeking (sunglasses), Rip and Drift (mobile accessories, surf/paddle/skim/boogie boards), Chaby International (chairs and umbrellas at Dick’s Sporting Goods).
• Footwear: SG Footwear launching men’s/boys’ in Spring 2026, with women’s/girls’ to follow.
• Beverages: Lugo’s Craft Spirits introducing Salt Life Rum Cocktails across 400 Publix Liquors stores in October 2025.
• Home: Magnussen Home Furnishings (furniture), Mohawk (rugs and mats at Wayfair, Home Depot, Bed Bath & Beyond), J. Queen New York (bedding, bath, and beach towels).

Beyond products, the SALT LIFE brand continues to build equity through Salt Life Food Shack, partnerships with the Jacksonville Jaguars, and support of the Western Surfing Association (WSA) and Surf Industry Members Association (SIMA)—initiatives that reinforce authenticity and expand reach.

The Next Wave
With momentum building, the SALT LIFE brand is charting the next phase of its lifestyle expansion. The brand is actively pursuing partnerships in new categories that bring the “life on the water” experience to every part of consumers’ lives:

• Fishing Equipment & Outdoor Gear – rods, reels, tackle, and coastal adventure accessories.
• Kids’ & Youth Apparel – family-coordinated beach and activewear.
• Fragrance & Personal Care – ocean-inspired scents, body care, and candles.
• Outdoor Living & Pet Accessories – gear and lifestyle products that bring the coastal lifestyle home.

“Salt Life is proving to be one of the most dynamic brands in the Iconix portfolio,” said Bob Galvin, CEO of Iconix International. “By widening categories and building a full lifestyle experience, we’re creating scalable, multi-year growth. The next phase of that growth is already underway as we expand internationally, bringing the Salt Life lifestyle to new markets around the world.”