Duluth Trading Company Opens Store in West Fargo

Duluth Trading Company currently has stores throughout Minnesota; their new West Fargo location marks their inaugural store in North Dakota.

Sam Sato recently addressed an investor call and explained the value of physical stores as essential complements to catalog and online businesses in terms of providing customer data and service.

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Duluth Trading Company was established in 1991 by two Minnesota brothers looking for an easy way to transport tools between job sites – they invented the Bucket Boss tool organizer as their solution. Since then, their product line has expanded to include men’s and women’s workwear as well as cutting-edge tools, ingenious gadgets, outdoor gear, retail store merchandise, and online sales channels within the US market.

Duluth Trading’s mission is to support those who believe the only way to get something done is to do it themselves. They strive to offer durable, quality goods that can assist customers with undertaking tasks that would otherwise be challenging or impossible without them while simultaneously sharing their values within their community and storytelling their story of perseverance with their customers.

Outside of its Duluth brand, this company also markets Alaskan Hardgear, Buck Naked Underwear, and Dry on the Fly – brands known for their irreverent advertising with campaigns such as “Fire Hose Pants” and “No Yank Tanks.” As well as workwear products, this retailer sells outdoor gear and accessories.

The Duluth Company, with headquarters in Mount Horeb, Wisconsin, and over 31 stores and an expansive online store. Their employee satisfaction rate is exceptionally high, and Sam Sato, their CEO, is very passionate about his job, an industry veteran with years of experience.

Duluth Trading Company launched the Big Damn Blueprint strategy to expand its business in 2021. This plan included strategic acquisitions, wholesale partnership expansion, and digital growth to draw more women shoppers toward its brand.

Future expansion goals of the company in the US include increasing its retail and online presence and manufacturing of products in-country – this will create jobs while supporting local economies while making meeting customer demands simpler for the business.

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Duluth Trading Company was established by two brothers in 1989 to sell rugged workwear and tools for hard-working men and women. Based in Belleville, Wisconsin, this multichannel retailer is known for its bold marketing campaigns and sturdy products designed to solve problems.

Duluth’s customer base is predominantly male; however, the retailer is expanding to offer women-specific product offerings under its AKHG brand. Duluth plans on investing in automated fulfillment centers that reduce shipping times and costs; however, they won’t become caught in price wars.

Duluth will focus its stores on providing customers with product knowledge and an exceptional experience, striving to “Go for WOW!” an objective customer service standard in which team members take ownership for creating an incredible customer service experience. Managers and associates should thoroughly know Duluth products and their history, culture, and values.

Stores will serve as a trial ground for the new AKHG brand, which targets hobbyists and lifestyle shoppers rather than traditional tradesmen. Duluth has opened several AKHG stores and plans to open more in 2023, along with a distribution center that can handle direct-to-consumer orders for the first time.

Duluth has chosen retail as its target industry because they believe data from in-store shoppers will provide invaluable guidance for its online and offline growth strategies. At its most recent earnings call, it reported that online sales comprise approximately 85 percent of total revenue, with the gap between these sales channels continuing to narrow.

Duluth’s CEO Sam Sato announced during its call that the retailer plans to slow its brick-and-mortar expansion over the next year for two reasons. First, to collect more data on customers shopping in stores that can inform future store locations; second, going too fast can pressure P&L and cash flow; lastly, Duluth is prioritizing investments in automated fulfillment centers that yield short-term gains.

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Duluth Trading Company, known for its workman’s tool and clothing lines, will open its first North Dakota store at 2261 Rustad Lane E in West Fargo on March 22. Designed to reflect local culture, the store will feature designs reflecting that culture and an “Owner’s Lounge” where customers can relax with coffee or snacks during visits.

Duluth Trading Company was established in 1989 by two brothers who created an ingenious canvas tool organizer to fit on a drywall bucket. Duluth Trading Company products have been rigorously tested and designed to withstand even the toughest of jobs and lifestyles; today, they offer a comprehensive line of innovative workwear solutions for both men and women that solve problems others don’t consider while being built to last.

Duluth Trading Company’s newly established Southeast fulfillment center in Adairsville, Georgia, will help them fulfill more than half of direct-to-consumer orders this holiday season and produce twice as many units at lower costs per unit, according to CEO Sam Sato during its Q1 earnings call. As its first automated fulfillment center, it can simultaneously fulfill online and catalog orders.

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Multichannel apparel retailer Terramar, famous for its rugged products and catchy marketing campaigns, will open its first North Dakota location on March 22. According to press reports, this store is projected to generate $1.7 million in annual sales within its first year. A ribbon-cutting ceremony will be hosted at 9 am, and public demonstrations by professional lumberjacks from DLW Timberworks at 10:30 and noon, respectively.

Duluth Trading Co. has made women’s business one of its priorities under its Duluth and Alaskan Hardgear (AKHG) brands. Women’s products currently comprise approximately 30 percent of total sales at DTC; however, Sato sees this area as offering significant growth potential.

He also highlighted the recently announced Southeast fulfillment center in Adairsville, Georgia, that will process and ship direct-to-consumer orders while meeting store inventory needs. According to Mr. LaCasserre, expansion should occur gradually to capture customer data that can help guide future store locations.

Sato said Duluth would prioritize investing in automated fulfillment centers to cut costs and not engage in an arms race over pricing strategies. According to Sato, Duluth is committed to long-term gains rather than quick profits in an increasingly competitive market environment.