The introduced macroalga Sargassum muticum (Yendo) Fensholt is currently observed along the coasts of Brittany. From February 2003 till June 2004, variations in density, reproductive status, length and phenolic content were assessed at three sites. Seasonal variability of the density was pronounced at two exposed sites (Fort Bloqué and Pointe du Diable), but absent at the sheltered site (Callot), where the macroalga was observed year-round. Thalli were generally longer in Summer (up to 73.2 ± 2.7 cm at Fort Bloqué), and had reproductive receptacles from May to September at Pointe du Diable, though only from June to September in the other stations (Callot and Fort Bloqué). Phenolic content was maximal during the reproductive period, which could be interpreted as chemical protection of the receptacles. Finally the collected data were used to explain the persistence of S. muticum and its proliferation in Brittany.