Why do brands like Joules and Seasalt have hardly any outlets in London

[desiringonlychild2022]

Joules has a small outlet in Waterloo station and I know Seasalt has an outlet in Wimbledon (but I am in north west London). I know that I can order online and I have ordered online in the past but I do love a browse in a physical shop. I exclusively wear print dresses (except at work where I default to dresses in more subdued colours and patterns) so I am suited to the aesthetic of those brands. Most of my clothes shopping (in physical stores) tends to happen on day trips or on UK holidays as a result. Or I order online but I think that's a pity, I would love to support the high street.

I am just wondering- is joules and seasalt that unpopular with my fellow Londoners?

I’m a Londoner and I really dislike both brands
Have bought Joules stuff when we’ve been on holiday in different parts of the UK but only for the DC.
I’ve only ever heard of Seasalt on here and it’s not my style at all.

They’re in John Lewis?

They're in department stores though, aren't they?
Joules is in John Lewis.
Seasalt was originally very much SW based, not sure now.

(you're now going to get the usual "ageist and frumpy" coolaid dudes coming on to say it's because "frumpy old women" don't shop in London)

Maybe the cost of a lease is too high.

I am just wondering- is joules and seasalt that unpopular with my fellow Londoners?
Haha maybe… there is a Joules near me in SW London and whilst it’s not my style, I quite like the kids stuff so have bought a few things for the DC. I haven’t exactly been looking but I don’t think I’ve ever seen a Seasalt shop.

Love seasalt 😁 . South west coastal villages are the place to find them...

Our local M&S (SW London) has started stocking Seasalt - their own little section.

@PAFMO I am 29 years old haha. And very much a big city girl- only lived in capital cities (and a city state) all my life... Surely I can't be the only one!

I know they are supposed to be stocked in John Lewis but I haven't seen them in the Oxford Street branch or the Brent cross branch. Maybe I should look closer...

Sea salt, Fat Face, Boden and Joules make up 80% of my wardrobe.. I live in Warwickshire

Seasalt tend to work through concessions in John Lewis etc as it’s cheaper than having your own shop. There’s one in Oxford Westgate if that’s any use.

I find it odd as well. There’s a seasalt store in Guildford - was v excited to see the stuff in real life! But yes, worth checking John Lewis as they often have stuff from those stores.

See also Lakeland. There's one at Stratford Westfield but generally... nothing.

I doubt lack of outlets is to do with popularity - probably more to do with the cost of rent in London

Seasalt is full of such dull and ugly colours so maybe Londoners have taste?

@BIWI London has higher footfall generally so if they were popular, it would surely be worth it? Esp tourists etc.

I have bought bits online like winter coats which last well. But most of the colours are quite dreary and don't suit my shape.

Why don't you just buy them online?

The cost of renting shops in London is sky high, even with tourist footfall which, for the past two years, has been next to zero. It takes time for companies to find and lease new retail outlets in any case.

I'm an older Londoner and, while I've bought the odd garment from Joules, I wouldn't be seen dead in Seasalt - which I first saw in Wales I think - very frumpy indeed.

@LetitiaLeghorn what a bitchy comment. The clothes may not be to your taste but you clearly have no class

I don't think referring to colours as dull and ugly is being bitchy. They're hardly likely to be offended.

@sunshinesupermum I do buy them online but I like shopping in store as well! I am not sure why but I just bought a dress from Seasalt yesterday on a daytrip to Canterbury and I paid £44. The same dress online cost £47. Not a lot but still!

Online shopping is very convenient but it feels quite joyless, I can't quite explain it.

At 29 and living in London I would be a bit more adventurous 🙈. I am 40 and like some bits but at your age I would be enjoying being young enough to be far more trendy!

I enjoy receiving parcels to unpack and try things on at home rather than have to shop with loads of other people desiringonlychild2022 but that might be an age thing as shopping in stores used to be enjoyable, a social activity by meeting a friend etc.

Odd about the difference in price in the store and online. Would have thought it would be the other way round. Hope you enjoyed your trip to Canterbury? My daughter lives there but I don't get there often!

I associate both of those brands with smaller, quirkier towns and can't imagine London having the right feel for them.

Their image seems all about stepping away from the huge mass-produced city centre outlets. Although they are becoming more popular and so probably are mass-produced really, I still can't imagine a massive Seasalt outlet in London, it just wouldn't fit the brand.

@LetitiaLeghorn

I don't think referring to colours as dull and ugly is being bitchy. They're hardly likely to be offended.

Don’t be facetious, a primary school kid would realise that such a comment reflects on (how you perceive) the taste of women who do wear these brands. You could just have said they’re not to your taste. Or said nothing at all seeing as you had nothing to add to the OPs query. 🤷🏻‍♀️

Life would be dull if we all liked the same stuff and wore the same clothes. I don’t wear either brand, but I don’t feel the need to slag the clothes off. Be better