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've lived in London for nearly 20 years and really don't understand the comments about the London style or all Londoners wear cutting edge fashions etc.

When I think of my friends, colleagues and neighbours who range from age 0 to 90, they wear all kinds of styles from goth to classic M&S and everything in between. If anything, I know and generally see more people who have their own style that doesn't change with trends than people who only wear the latest ranges from Zara or similar.

Can't move for seasalt and joules stores in cornwall sadly - probably because seasalt started in Penzance - and joules at Home Counties country shows. I associate seasalt with ladies my mothers age and joules with country type pursuits although of course there will be fans of all ages . (Even though seasalt does use a lot of cotton and linen ) I suspect the country / coastal thing plus cost of London rents means London stores wouldn't be profitable.

The seasalt website shows a bunch of London stockists including Marks and Spencer Marble Arch though so it is stocked in some places

I'm London too and think the aesthetic for the average Londoner is often comfortable and casual which Seasalt fits in nicely with, especially the natural fabrics for the sweaty tube

All the Seasalts l know are located near the cohntry, in small market towns or on the coast. They’re target market is not chic Londoners.

@PuppyMonkey

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

Well, definitely not at Seasalt! 😊

Isn't there a Joules on Northcote Road? (peak SW London Nappy Valley). Or has it gone?

There's a Lakeland in Wimbledon

Lots of outlets in the SW - You should take a trip to Clark's Village in Street, Somerset, if you're ever passing through - it's an outlet village & whilst it doesn't have Seasalt, it does have Joules, FatFace, Weird Fish, Lazy Jacks, White Stuff & Saltrock etc.

Only read first page so sorry if already mentioned - but for these brands and similar Peter Jones have the best selection I tend to find. They also stock Boden but there is a Boden store on the King’s road too.

Cambridge has Seasalt, Joules, White Stuff and Fat Face shops. There's also a lot of Boden in the JL.

I like Seasalt, the jersey tops and t shirts are good quality

Even my daughters like the jumpsuits and ydd,looked fab in one of their dresses.

I have a few seasalt dresses as I like the fit/organic cotton but agree that the colours aren’t very exciting. Where else should I be shopping? Online - I’m40 minutes’ walk from a pint of milk, never mind clothes shops.

There’s usually a Joules tent at the big county shows around here, it’s great. Also they tour the country visiting show grounds and the like with their ‘Big Sale’. Great bargains! Agree with PP that perhaps London just not the target market. I’m with you with wanting to see things in real life though!

@LetitiaLeghorn so you’re not going to mention the shops you like?

Not my style but have seen Seasalt in M&S (Westfield Stratford). Joules used to have more shops in London but obviously wasn't profitable. Fatface have also effectively pulled out of having London shops, bar a few station ones.

White Stuff have a few, which I see as quite similar.

Seasalt has some lovely linen dresses right now ( to my taste anyway). Expensive but I fail to see what is wrong with the colour and cuts of these dresses. www.seasaltcornwall.com/primary-linen-a-line-dress?S2IOD=363088123&utm_source=sub2&utm_medium=email&utm_campaign=AbandonBrowse_1hour

They’re just very boring and shapeless, not a flattering length, unflattering sleeves - they don’t even look good on the models. I also hate linen The colours are nice and I like that they have pockets.

I guess it is entirely up to taste. I like basic sleeves and not the poufy sleeves that are in vogue these days everywhere from Cos to Nobody's Child. Those make me look like a weightlifter. I like very simple dresses that can be styled up with a scarf or jewellery, no frills or tiers or yokes. And I only wear linen or cotton from March to September.

@Snoopsnoggysnogi think most women in the UK may not necessarily want to show off their figure as they generally aren't thin. I am a bit plump and a size 8! Which is small compared to a lot of women. A lot of the teens are slim but most of us aren't teenagers.

Well I am 62. Not frumpy but not fashion victim either! I love colourful clothes after decades of wearing black. I am often wearing seasalt or Joules stuff. I like their clothes (most of them, especially the coats/jackets). Not too much Viscose either!

I think you're right. Edinburgh has Seasalt and Jules. Edinburgh is also one of 7 places with Brora - the others being places like Oxford and Bath.

www.seasaltcornwall.com/frescoed-square-neck-check-dress

This is nice.

@cookiemonster2468 I wouldn't exactly call Guildford quirky. And we have places in London with a similar vibe like Hampstead and Richmond and Highgate. I am walking distance from highgate.

Its the same with Giggling Squid, they are my favorite restaurant but they are only in market towns with the exception of 1 outlet in Wimbledon. My DH says Londoners have better taste (and better options). Humph. I might not be from Thailand but my home country has a reasonably sized thai community so i have been to my fair share of good thai restaurants!

I live in a very small town with one only shopping street. It has a Seasalt and a FatFace. But it also has quite a few independent retailers. Last thing I bought was jeans from Morrisons (pake blue so not bright, I guess) but before that I bought two tops from Fenwicks in York. I went to Liverpool and couldn't find one nice thing. So disappointing. I've had some nice stuff from Phase 8 but not since covid. Oh and I did get a lovely jumper from TK Maxx earlier in the year. I pick things up from all sorts of places. But never from SS. I'm not sure why you'd be interested in my shopping habits, but there you go.

Thanks @LetitiaLeghorn i just like to know the places that are considered cool in comparison to Seasalt and Joules etc. people always slag these shops off on MN and I am curious about where they do go to shop.