CORNISH clothing company Seasalt has hit back against scam emails claiming it is closing stores and advertising 80 per cent discounts off stock.

Paul Hayes, chief executive of the Falmouth-based business, emailed customers to express his dismay at the “fraudulent websites or social media adverts using our Seasalt logo and images, targeting our customer community”.

He insisted: “We are opening more shops rather than closing any, and investing in our business and people with a focus on delivering the best possible experience for our customers.”

Mr Hayes said the sites and accounts were not at all connected to Seasalt and everything was being done to have them taken down.  

“All of us here at Seasalt are very sorry to hear that any of our customers have fallen prey to this fraudulent activity and that our brand has been falsely represented in this unscrupulous way,” he continued.

“Whether you have been targeted by an ad and have taken time to report and block the sender, or you have disclosed your personal details, we share your frustration and upset.”

Mr Hayes described the content of the ads as “an affront to our values”, adding: “Be assured that we are taking the situation extremely seriously.”

The Seasalt story began when Don Chadwick opened his first shop on Adelaide Street, in Penzance in 1981. General Clothing Stores sold traditional workwear to local farmers, fishermen and artists.

Don’s three sons later decided to create a clothing brand and design their own collections. There are now over 60 Seasalt shops around the UK and Ireland.