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COLUMBUS, Ga. – Magnussen Home has partnered with the coastal lifestyle brand Salt Life on the launch of a new home furnishing collection scheduled to debut at the October 2023 High Point Market. The performance and lifestyle brand, which will celebrate its 20th year in business in 2023, boasts nearly 2 million followers on social media and more than 2,500 retail apparel sponsors across the U.S.
“The decision to partner with Salt Life was easy,” said Magnussen Home Chief Revenue Officer Chris De Lisa. “Its brand is an enormous, highly impactful presence in the coastal lifestyle space, and its millions of passionate consumers span all ages and walks of life.”
He noted, that with 26 corporately owned retail stores and another 10 planned to open this year, Salt Life “knows how to drive customers into stores.”
Magnussen is looking to leverage that strength as it rolls out a new multi-faceted collection of furniture designed to appeal to those drawn to the coastal lifestyle.
The debut collection will offer consumers a good, better, best assortment of products for living, dining, home entertainment, office and sleeping spaces. The collection will feature textures and patterns reminiscent of seaside views, with colors ranging from soothing neutrals to bold splashes of ocean blue and sunset red. Whether shoppers are looking for a complete living room set or simply seeking a coastal accent piece to complement their existing interiors, Salt Life Home will offer price points and styles to meet a wide range of audience needs.
“Our goal at Salt Life is to bring the spirit of the beach lifestyle to our consumers nationwide, whether they live in a coastal community or far away from the nearest body of water,” said Jeff Stillwell, president of Salt Life. “Launching Salt Life Home gives us the opportunity to offer ocean enthusiasts timeless, high-quality home furnishings that reflect their favorite landscape and way of life.”
From relaxed, breezy linens to sturdy wooden furniture, Salt Life Home will provide the comfort of coastal living in designs to fit a variety of home styles, according to Magnussen. Salt Life’s beach apparel will serve as an inspiration for the collection, meeting the demands of both casual and contemporary style preferences.
From Magnussen’s perspective, the breadth of Salt Life’s audience aligned with the furniture maker’s core audience, while also opening doors to myriad new consumer segments.
“We are fortunate to have 60-year-old yacht owners just as passionate about Salt Life as the 30-year-old that fishes from their buddy’s boat,” said Salt Life’s Stillwell. “We have a broad customer base that encompasses 40-year-olds that still think they are 30 and 30-year-olds that think they are 20. Our customers drive pickups or SUVs, musically range from country to classic rock and will drink Bud Light as easy as an IPA.”
Salt Life was founded in 2003 by four avid watermen from Jacksonville Beach, Fla. The brand’s professional roster includes numerous athletes, sportsmen and other ambassadors in the fishing, surfing, diving and music worlds. Salt Life offers omnichannel consumer engagement through its YouTube Channel, Instagram, Facebook and in-store activations.
Salt Life products are available to consumers at www.saltlife.com and in surf shops, specialty stores, department stores and sporting goods retailers, as well as at Salt Life’s various branded retail stores.
In 2013 Salt Life was acquired by Delta Apparel, a vertically integrated, international apparel company that designs, manufactures, sources and markets a diverse portfolio of core activewear and lifestyle apparel products under the primary brands of Salt Life, Soffe and Delta.
Beyond the initial core furniture offerings, which will debut in October 2023 with plans for retail rollout in the first half of 2024, plans call for a whole home collection encompassing accessories, lighting, rugs, top of bed, wall art and more.
