Global saltwater brand founded in Jax Beach closes retail stores [Video]

JACKSONVILLE, Fla. — Salt Life, the lifestyle brand that started with a simple window decal more than 20 years ago in Jacksonville Beach and expanded to more than 20 stores nationwide, is set to shutter its retail store operations as it shifts its focus to wholesale and e-commerce. 

The move comes weeks after the company was acquired from Duluth, Ga.-based Delta Apparel by Iconix International Inc. and Hilco Consumer-Retail Group in a bankruptcy auction, Northbrook, Ill.-based Hilco announced Tuesday. 

The closings affect 28 Salt Life stores across 10 states, including 15 locations in Florida. 

In Northeast Florida, Salt Life operates stores at 240 3rd St. in Jacksonville Beach and 2700 SR16, Suite 713, in St. Augustine. 

Seven of the stores, including the St. Augustine location, opened in 2023.

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