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?

Both of those brands have shops in Bristol.

@sunshinesupermum I really liked Canterbury. We went to the Roman museum (I have been to the cathedral before).

I think most people prefer online shopping and to be fair, I do 80% of clothes shopping mainly because I don't have time or they don't have what I want in stock. But I like window shopping; so it's nice that I can actually buy something I want once in a while..

@desiringonlychild2022

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...

They definitely used to have both in Oxford st JL, I’d have thought they still do.

Not sure which part of London you're in but John Sanders in Ruislip has a small selection of Seasalt clothing.

I know what you mean though - I tried to go shopping for a formal dress recently and none of the shops had any in my area. John Lewis, Next, House of Fraser. All just said that was the only stock they had and to look online.

I mainly shop charity and vintage when I can find it but iI would love to see a Seasalt in London because their coats are lovely. And sometimes I like to leave the city and do other things in other places which fits their vibe!

I love my seasalt coat 🥰

Guildford has a Seasalt branch

@MissM2912 haha I have a uniform - jumper over print dress, black puffa coat, tights and black boots/loafers. If it's warmer, it's a jacket/blazer over the dress sans tights. I do a full face of makeup everyday and I think by the time I am done with it, I am too exhausted to do anything but drag a brush through my hair and throw on a dress. Bag is the same convertible backpack.

My DH says my clothes are all identical print dresses and I have 100000000 iterations of the same dress. I don't even own any trousers except 1 pair of jeans I should give away cos I haven't worn them for years. I have shorts for exercise and for wearing under my night gown when I have my period. I have some t shirts and skirts/skorts for summer. Dresses in black and navy and polka dots (Boden and just generic formal work dresses you can find in any charity shop; I also have 4 plain black dresses from Dorothy Perkins which only differ in terms of small details) for work and a few blazers. 1 evening dress and a few fancier ones for formal occasions . But the good thing is that I never think about what I wear.

In addition to joules and seasalt, I like dresses from Boden, monsoon, Gudrun sjoden, white stuff and I have several print dresses from lots of other high street brands too..

Take yourself off to Brighton for the day, both shops are there.

@TangfasticsAreFantastic I have given up on formal dress shopping, I own 1/2 but in future I will only rent from hurr collective or other online dress rental. It works out cheaper as many formal dresses are in excess of £100 and people have this weird thing about rewearing outfits. And I think unless you are a socialite, most people hardly have formal occasions except weddings. I have worn my £100 evening dress twice in 3 years so that works out £50 per wear so I am better off renting and getting 2 different outfits.

@RiverSkater funnily I was in Brighton over the weekend!:)

I would love more Seasalt and Joules shops in London. Almost all my clothes are from one of them, and I don't care if they are considered frumpy. I choose my clothes based on what I like, not what other people like.

Both brand's style is very much aimed aimed at the country / seaside sets, not the city.

Londoners will not generally be their target market (although of course there are exceptions, like you)!

That's why they don't have shops there.

John Lewis in Oxford street definitely used to have them.

I've never come across price discrepancies in store/online, so maybe there was an error in the tag? or I need to look more closely! I usually order online as the shops never have the full range.

I like lots of their clothes but I do feel a bit frumpy, but not sure what else to wear at size 16/18 and in my 50s. I like some of the patterns though, but not all.

Fucking hell people, she asked where she can buy some clothes she likes, not for you to evicerate her sense of style. Unnecessary.

I wonder where @LetitiaLeghorn shops for bright and beautiful colours as opposed to dull and ugly things.

I don't understand the hate for these brands on here. I don't own much Joules but I have quite a few things from Seasalt and love the natural fabrics and quality. I just bought a blazer from their sale and the fit is perfect for me too - and so much nicer than some polyester mix jacket most of the high street is selling. I also live in London and previously lived in another capital city, and wear a lot of printed dresses.

OP, I have wondered the same before. I think they'd fit in really well somewhere like Muswell Hill or Blackheath among the other little shops.

It makes me laugh to see someone in London complain about the lack of specific shops! Try living anywhere outside a city and you'll have no expectations at all! Even John Lewis branches have closed all over the place.
Count yourself lucky that you don't live in semi-rural nowheresville like me

They are a bit jolly hockey sticks, and their clothes seem to appeal mostly to the middle-aged middle-classes.

John Lewis used to have Seasalt but the London and surrounding stores no longer do. I thought they'd left all John Lewis stores to be honest. I wish they hadn't because I also like their clothes. Not everything, and I've not been convinced by some of their recent prints. But on the whole I can usually find something I like there. I did like to be able to see them in person as their sizing is sometimes very generous and sometimes not.

@MissM2912

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!

It's fine for the OP to like what she likes. She doesn't have to be 'more adventurous'. People have different styles- doesn't make their style any better or worse than others. It's just different.

These brands tend to have their shops in smaller, more rural towns don't they? We were in the Lake District over Easter and the local high street had Joules, Sea Salt, White Stuff, Weird Fish, Fat Face. I think of the style as country casual so I wonder if that's why they target those types of shops rather than major cities? No judgement on the style by the way - I wear the same.

Where I live in East London no one wears those styles (I’ve nothing against them).

I’ve seen those shops in middle class holiday destinations, so assume it’s aimed at middle class holiday makers. (Some of whom may well be from London).

There used to be a big Joules shop in Covent Garden i think but it shut a few years ago. Such a shame. I like both brands (those and Boden make up 90% of my wardrobe). Im SW London and we are fairly lucky as we have the Joules in Waterloo station plus they have some bits in Elys in Wimbledon (a fairly decent Seasalt concession actually). Maybe come down for a day out south of the river 😉

Seasalt's websites shows a few shops that stock their clothes in London but they're not in central London, just north and south. Maybe worth a look if you're near any of them.