Cornish clothing brand Seasalt has been voted second place in the Which? 2018 annual online shops survey.

The survey asked more than 10,000 people to rate online shops based on their own experiences in the last six months. Overall, specialist brands ranked higher than the better-known ones, with the top end of the survey results being dominated by smaller retailers who pride themselves on putting their customers first.

Seasalt started in 1981 when Don Chadwick and son David went to Penzance to buy a jacket on a wet day in August. Not satisfied with just the jacket, they decided to buy the whole shop.

Brothers Leigh, David and Neil Chadwick are still involved with the business to this day.

Seasalt CEO Paul Hayes said: "We're thrilled that Seasalt has been recognised by our customers as one of the best online retailers. We spend quality time listening to our customers and understanding what they expect from us, and this in turn enables our teams to offer the best possible customer journey and brand experience."

Harry Rose, editor of Which? Magazine, said: "The online shops with the happiest customers tend to be the ones that offer a personal service, quality items and deliver quickly and conveniently.

"Where the big players are lacking, either with poor service or confusing websites, smaller more specialised online retailers have seized the opportunity to make their mark and give shoppers exactly what they want."

Renowned for their maritime-inspired clothing and accessories, the Seasalt team design the range from their studios overlooking the sea in Falmouth.

Cornwall remains at the heart of the brand which champions a laid back lifestyle.