New Ownership Plans to Pivot from Beach to Barnyard
Salt Life, the muscular, midlife coastal lifestyle brand, is charting a new course amidst uncertain waters. Following its recent acquisition by Iconix International Inc. and Hilco Merchant Resources, Salt Life's new CEO, David Brine, announced the company's plans to dominate the "untapped modern potential" of the salt trade.
"We're taking Salt Life from the beach to the barn," Brine said in recent conference call from the back of his Hatteras GT45X with twin Caterpillar C-12.9 diesel engines. “We believe this segment to be nutrient rich. Our research shows that cows, horses, and other herd animals such as suburban beach tourists, will all gather ‘round our wholesale and e-commerce business platforms. Salt Life Licks are the first premium, artisanal salt licks made with the ‘bro-may-care’ attitude we’re known for.”
The company plans to introduce a line of designer salt licks, including the ‘Surf 'n Turf’ model for discerning farm animals; 'Geoduck’ Energy Gels for human endurance athletes; and the ‘Rim Buster’ for hard core tequila drinkers and/or Parrot Heads still morning the loss of their Jimmy. The brand’s first extension, Salt Life ‘Friendlick’ bracelets, should reach the market in time for the next leg of the Era’s Tour.
Salt Life also unveiled plans to shed underperforming retail locations, a move surely to have real estate developers salivating at the prospect of prime doors coming back on the market. As well, the Company will transform some of its remaining 28 beachfront retail locations into combination surf apparel and salt lick emporiums. “The retail opportunity is a salt gold mine not seen since the Taffy Rush of 1889,'" Brine explained. "Why stop at t-shirts when you can offer a lick of the salt life?” A timeline to complete the conversions was not disclosed.
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