Scaling With Soul: How Marine Layer Balances Growth, Grit, and Authenticity
Posted by Ryan Lemos on Apr 24, 2025
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For Corinne Suarez, VP and Head of Stores at Marine Layer, retail has always been about more than just merchandise—it’s about people, place, and purpose. With a career spanning giants like Gap Inc. and American Eagle, and experience as a franchise owner herself, Corinne brings a unique blend of operational expertise and on-the-ground perspective to a brand known for its laid-back West Coast charm.
In a recent conversation on the Endless Aisle podcast, Corinne shared how her journey through retail has shaped Marine Layer’s approach to growth, customer connection, and store experience.
Read below for key takeaways from the conversation, and click here to listen to the full podcast episode.
Corinne’s career didn’t start in fashion—it started in food. But managing restaurants and leading retail share a common thread: “You’re moving people,” she says. That customer-first mindset carried her through roles at Gap, American Eagle, Aerie, and Old Navy, where she ultimately ran over 500 stores across the U.S. and Canada.
After a brief pivot to entrepreneurship with a Drybar franchise, Corinne joined Marine Layer initially as a consultant, then quickly took the reins of the retail operation. Today, she oversees the brand’s more than 50 stores, with plans to scale up to 75 in the near future.
This versatility has defined Corinne’s career, but so has her belief in the power of adaptability. “The more mobile you can be in brick-and-mortar retail, the more valuable you become,” she says. Her willingness to relocate and roll up her sleeves has given her a deep operational understanding that informs her leadership today.
And that hands-on approach isn’t symbolic—it’s tactical. “I’m in stores all the time,” she says. Whether she’s helping sell a new product line or troubleshooting a visual layout, Corinne believes the best way to lead is by being present. “If we’re going to launch something, I need to see how it impacts both the internal and external customer.”
That presence has never been more important than in today’s blended retail environment. As shopping behavior evolves post-COVID, Marine Layer continues to bridge the physical and digital. Store fulfillment, omnichannel capabilities, and thoughtful store layouts are all in the mix—but so are catalogs.
Yes, catalogs.
“We see spikes in store and online traffic when our catalog hits homes,” Corinne says. The brand, known for its ultra-soft fabrics and sustainable production, sees its physical stores and catalogs as vital storytelling tools, especially as it reaches new audiences.
In an age of fast scrolling, the physicality of a printed lookbook offers a moment of pause—and a powerful reminder of Marine Layer’s tactile brand promise.
Just as the catalog brings an analog sensibility to digital-first consumers, Marine Layer’s store footprint brings a personal touch to each location. From neighborhood shops to large-scale malls, the brand adapts its presence with intention.
“Our average store is about 1,100 square feet, but some are as small as 800 or as large as 2,200,” Corinne explains. “Each space is tailored to its community.” Whether it’s a retro fireplace in Houston or a moody two-story flagship on Bleecker Street, no two stores are the same—but all reflect the brand’s retro-cool aesthetic and commitment to comfort.
That sense of authenticity extends beyond store design. As a B Corp, Marine Layer weaves sustainability into every fiber of the business—literally. From recycled materials to factory compliance and take-back programs, the brand’s values run deep.
“It’s definitely a retention driver,” Corinne notes. “Gen Z and millennial shoppers care about the planet. When they learn about our mission, it’s a reason to come back.” Even new customers who aren’t initially aware of the brand’s sustainability efforts often experience a “surprise and delight” moment that builds long-term loyalty.
Still, no amount of retro charm or sustainability savvy can insulate a retailer from macroeconomic uncertainty. With political and market volatility looming, Marine Layer is staying agile. “We’re keeping an eye on tariffs and pricing, but trying not to pass those costs on to the customer,” Corinne says.
While many retailers resort to constant promotions, Marine Layer remains disciplined. “We’re very particular about when we go on sale,” she adds. “We don’t want to get into that reactive game.” Instead, the focus is on offering consistent value and standout experiences—both online and off.
As Marine Layer eyes future expansion, the team is being thoughtful about where and how it grows. From San Francisco to Boston, and from malls to streetfronts, the brand is balancing brand equity with business opportunity. “There’s no one-size-fits-all formula,” Corinne says. “Each store is a chance to do something special.”
And that’s exactly what sets Marine Layer apart: a willingness to scale without losing soul. Whether it’s soft fabrics, unique storefronts, or a human-first approach to leadership, Corinne and her team are building something that feels both grounded and aspirational—just like a great tee.
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