April 2020

The tide comes in: Palmetto Dunes brings Southern Tide to town.

Author: Barry Kaufman | Photographer: M.Kat Photography

Think back to the moment that made you fall in love with the coastal Southeast. Feel, once again in your memory, the light breezes that came off the ocean, the distinct smell of salt in the air and the warming blanket of sunlight on your face. Think of the way the moment looked and felt. That is your moment of coastal bliss. If that moment had a clothing line, it would look a lot like the fashions you’ll find at Southern Tide.

“Southern Tide is very coastal. It’s about being on the water, whether that’s the ocean or the river,” Brad Marra, COO at Palmetto Dunes said. The celebrated resort community played a crucial role in bringing the Southern Tide brand to the island, working with the Greenville-based retailer to open their first shop on Hilton Head Island at Shelter Cove Harbour & Marina.

Located right next to the iconic Neptune statue, the all-new Southern Tide shop offers the full array of coastal chic clothing that made the brand a staple of days on the water and oyster roasts around the fire. Here, in a space that has undergone a delightful renovation in preparation for its new role, you’ll find a full array of clothing and accessories for men and women that each carries that inimitable Southern Tide styling.

On the men’s side, you’ll of course find the iconic Skipjack Polo that started it all, sharing equal billing with jeans, swim shorts, dressier button-down shirts and nautical-patterned belts that mix and match to create the effortless look of Lowcountry chic.

On the women’s side, the signature palette of sea glass green, ocean blue and pastel salmon graces a stunning line of sundresses, skirts, shorts and bikinis that transition from a day on the beach to a night on the town with style.

And in between, you’ll find a range of graphic tees, swimwear and hoodies for kids, plus bandanas and collars for the fashionable dog as well as Yeti coolers stuffed with the signature Southern Tide sandal. Outside the Southern Tide brand, you’ll find fashionable frames from Maui Jim’s sunglasses. In a nutshell, if it’s a staple of the well-dressed casual Southern wardrobe, you’ll find it here.

Two great brands
Not only does Southern Tide add another dimension to the rich array of shops, restaurants and entertainment at Shelter Cove Harbour & Marina, it brings together two brands that have very much in common. Southern Tide offers upscale that’s approachable, and just enough sophistication to still be considered fun. Sound like any resort islands you know?

“It’s not exclusive, but it’s at the higher end and it’s inclusive of everyone,” Marra said. “The brand goes really well with not just Hilton Head Island, but Shelter Cove Harbour & Marina in particular.”

But the deep ties between Southern Tide and Hilton Head Island, particularly Palmetto Dunes Resort’s parent company Greenwood Communities and Resorts, go far beyond branding. The Self family, owners of the Greenwood brand and pioneers in the island’s resort era, came from a small town called Greenwood, S.C. Southern Tide began with the dreams of a single college student in Greenville, S.C.

“Neither of those are the biggest of towns, and over time the two companies developed a relationship and got to know one another,” Marra said. “The relationship between where they are and where we are is important to us, too.”

Where both brands are, in the physical sense, is here on Hilton Head Island. While the store represents the first of its kind on the island, Southern Tide had already made inroads through their relationship with the RBC Heritage. As a sponsor, they outfitted last year’s players and volunteers in Southern Tide polos and were all set to do so again this year.

“That definitely helped in the decision (to pursue a Southern Tide store),” Marra said. And while this year’s RBC Heritage has been canceled, you’ll see Southern Tide on all of the players next year. And in the meantime, you can find it in a store that represents another first.

“We are thrilled to join forces with Palmetto Dunes, a community that shares our love for the outdoors and an adventurous lifestyle. As we continue to push the boundaries of what coastal style means, Southern Tide will always put community first as we look to widen our retail footprint.” Christopher Heyn, Southern Tide CEO said. “Hilton Head Island is the perfect setting for our brand, and we couldn’t be happier with the opening of another Southern Tide Signature Store.”

Greenwood has long been the parent company of both Palmetto Dunes and Shelter Cove Harbour & Marina, leasing space to the retailers and restaurants in both locations. With Southern Tide, they throw their own hat into the retail ring. “This is the first shop in Shelter Cove where we are more than a landlord. Operating a business of this type specifically is new to us,” Marra said. But this Southern Tide will surely serve as a rising tide that lifts all ships. “This is a major brand coming to the island,” Marra said. “It’s very visible; we’ve put a lot of effort into making this shop one of the best-looking spots on the island, and we’re hoping that’s going to serve as another great draw, bringing patrons to Shelter Cove Harbour & Marina.” 

Southern Tide is located at 17 Harbourside Ln., Suites A&B, adjacent to the Neptune statue at Shelter Cove Harbour & Marina. For more information, visit southerntidehiltonhead.com or call (843) 686-9160.

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