In this episode of South End Stoop Sessions, Cate Brinch sits down with Philip Saul, founder of SAULT New England, to trace his path from a small-town upbringing in Pennsylvania to building a recognizable retail brand in Boston’s South End. Philip shares how early struggles in school and a nontraditional path led him into retail, where he discovered his creative strengths. The conversation covers his time at major brands like American Eagle, Banana Republic, and Urban Outfitters, and how those experiences shaped his approach to business. Philip reflects on launching SAULT with limited resources, growing it thoughtfully across multiple locations, and staying grounded in community and personal style.

Key Points From This Episode:

[00:00:00] Introduction to Philip Saul and the founding of SAULT New England.

[00:01:58] Philip’s early life in Pennsylvania and challenges with school.

[00:02:37] First jobs and early work experiences shaping his work ethic.

[00:04:31] Leaving community college and starting at American Eagle.

[00:05:18] Discovering a talent for visual merchandising and creative direction.

[00:06:07] Transition to Banana Republic and exposure to corporate retail.

[00:08:02] Career growth at Urban Outfitters and learning through experience.

[00:09:23] Influence of creative leadership and mindset around making things happen.

[00:10:27] Moving to Boston and finding a fresh start in a new city.

[00:11:07] Inspiration project that sparked the concept for SAULT.

[00:12:18] Recognizing the need to move on from Urban Outfitters.

[00:13:12] Origin of the SAULT brand name and personal meaning behind it.

[00:14:10] Using stock options as initial funding to launch the business.

[00:15:11] Opening the first SAULT location with limited resources and hands-on work.

[00:16:07] Challenges of starting a retail business before social media marketing.

[00:17:25] Developing a plan B and taking the leap into entrepreneurship.

[00:18:15] Defining the SAULT aesthetic and product philosophy.

[00:19:21] Expansion to Portsmouth and Provincetown locations.

[00:19:41] Challenges of scaling from one store to multiple locations.

[00:19:59] Personal connection to Provincetown and opening the third store.

[00:21:14] Organic growth and staying aligned with personal values and community.

[00:22:28] Extending the brand into lifestyle and home design concepts.

[00:23:21] Tailoring each store to its local customer base.

[00:24:03] Reflection on success, humility, and personal growth.

[00:25:06] Must-have wardrobe staple: the oxford shirt.

[00:25:14] Best-selling item in the shop over time.

[00:26:10] Advice for starting a brick-and-mortar business.

Links:

Philip Saul on LinkedIn: https://www.linkedin.com/in/philip-saul-b6955921

SAULT New England: https://saultne.com/