Portsmouth-based retail distributor Rust and Salt is on track to surpass $10 million in annual revenue in 2026, according to owner Justin Brady. The company, which operates from a renovated warehouse facility known as The Hidden Outlet, has evolved from a small seasonal operation into a strategic multi-brand distributor serving both wholesale and direct-to-consumer markets.
Founded in 2014, Rust and Salt serves as the exclusive U.S. distributor for three European brands: Duckfeet footwear from Denmark, Craghoppers USA outdoor apparel from the UK, and Green Comfort slippers. The Hidden Outlet functions as both a community-facing retail storefront and a sales channel for surplus inventory, samples, and past-season merchandise.
Portsmouth Retail Distributor Grows Through Multi-Brand Strategy
Brady attributes much of the company’s recent success to its direct-to-consumer e-commerce focus. The business model allows for higher profit margins compared to traditional wholesale-only approaches, according to Brady. The company experienced approximately 20 percent growth in 2025, with similar expansion anticipated for the current year.
The Portsmouth retail distributor has expanded its workforce to 14 employees, with additional hiring planned as revenue continues to climb. This growth represents a significant shift from what Brady described as a “Q4 mentality” to a more structured, year-round strategic approach.
European Footwear and Apparel Brands Drive Revenue
Duckfeet footwear, characterized by its distinctive wider toe box design, has proven to be a cornerstone product line for Rust and Salt. Brady noted that the brand’s polarizing aesthetic has created a competitive advantage in the marketplace. Customers either strongly prefer the unique design or opt for alternatives, creating a dedicated customer base.
Additionally, the company added Craghoppers to its portfolio in 2024 following a partnership with industry veteran Dennis Randall, who now serves as company president. The UK brand specializes in technical fabrics and insect-repellent outdoor apparel. Green Comfort slippers joined the lineup shortly after and have performed particularly well through online sales channels.
Former Finance Professional Builds Retail Business
Brady’s journey to retail entrepreneurship followed an unconventional path. After leaving a decade-long career in finance, he briefly pursued nursing school before returning to the business world. His hands-on approach in the early years included managing photography, advertising, shipping systems, and various operational tasks.
However, that problem-solving mindset has remained central to the company’s operations as it has scaled. The renovated Portsmouth Paper Company warehouse that houses The Hidden Outlet provides an unassuming exterior that contrasts with the well-organized retail space inside, where customers find footwear and outdoor apparel at accessible price points.
Meanwhile, the multi-brand, multi-channel strategy continues to differentiate Rust and Salt in the competitive retail distribution landscape. Brady emphasized that this approach makes sustained growth more achievable using existing infrastructure and capabilities.
The company has not disclosed specific revenue projections beyond 2026, though continued expansion of its brand portfolio and workforce suggests further growth initiatives are underway. Additional hiring plans indicate the Portsmouth operation expects to maintain its current growth trajectory through the coming year.
