What Duluth Trading Co. does

Duluth Trading Company (NASDAQ: DLTH), founded in 1989 and headquartered in Mount Horeb, Wisconsin, is a U.S. direct-to-consumer workwear and casual apparel retailer that sells primarily to physically active men and women in trades, outdoor work, gardening, and outdoor lifestyle pursuits. The product line is organized around trademarked proprietary fabric technologies and sub-brands — Fire Hose workwear, DuluthFlex stretch, Armachillo cooling, Dry on the Fly moisture management, Longtail T extended-length tees, and Buck Naked underwear — supported by trademarked service marks including "No Bull Guarantee" and the "There's Gotta be a Better Way" tagline. The commerce stack runs on Salesforce Commerce Cloud (Demandware) with integrations to Adobe, Quantum Metric, and OneTrust for analytics and consent management.

Revenue is generated through three channels: the company's own e-commerce site (duluthtrading.com), a national network of 60+ themed retail stores, and a wholesale partnership with Amazon's marketplace (announced June 2026) under which Amazon owns inventory and handles fulfillment. Pricing is unit-based across a broad range (e.g., underwear $18.95–$27.95, work pants $64.95–$84.95, gardening overalls $89.95–$99.95), supported by promotions such as "Buy 3, Get 1 Free" on select underwear, clearance events up to 70% off, free shipping at $99+, and email/SMS welcome discounts. Seasonal extensions (Heirloom Gardening, BBQ Collection) and limited-edition collaborations (Old Milwaukee, Southern Comfort, Hasbro) broaden the assortment, while the Adairsville, GA automated fulfillment center and a planned 1.6–2.0M sq ft Georgia DC (operational late 2026) anchor the supply chain.

Name

Duluth Trading Co.

Legal name

Duluth Holdings Inc.

Website

https://duluthtrading.com

Company type

Public

Founded year

1989

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Duluth Trading Co. (NASDAQ: DLTH) is a U.S. direct-to-consumer workwear and casual apparel retailer selling through its e-commerce site, 60+ retail stores, and Amazon marketplace to physically active men and women in trades, gardening, and outdoor lifestyle use cases, with proprietary fabric sub-brands such as Fire Hose, DuluthFlex, and Buck Naked Underwear.

Ownership category

akta.pro rank

Product category

Workwear & Apparel Retail

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Uniforms & Workwear Specialty Department Stores (CRAGAGAH)

akta.pro secondary industries

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ), Camping, Hiking & Backpacking Gear Retail (CRAMAMAA), Outdoor & Sporting Goods-Focused Catalog Department Store Retailers (CRAGAIAG)

Keywords

• Workwear apparel
• Men's clothing
• Women's apparel
• Outdoor gear
• Direct-to-consumer retail

Headquarters

HQ city

Belleville

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Products sold directly to consumers through duluthtrading.com, with orders fulfilled from the company's automated fulfillment center in Adairsville, Georgia, and store network
2. Amazon Marketplace Wholesale: Wholesale partnership with Amazon where Amazon purchases inventory, handles fulfillment, Prime shipping, and manages returns. Duluth Trading products sold through Amazon's marketplace infrastructure
3. Retail Store Sales: Over 60 retail store locations nationwide selling directly to consumers in-person

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Duluth Trading Co. designs and sells men's and women's workwear and casual apparel through its own e-commerce site, 60+ themed retail stores, and Amazon Marketplace. The product portfolio centers on proprietary technology sub-brands (Fire Hose, Buck Naked, DuluthFlex, Dry on the Fly, Armachillo, Longtail T, No-Yank, NōGA, AKHG), seasonal collections (Heirloom Gardening, BBQ), and complementary gear, gadgets, and accessories.

Product overview

Duluth Trading Co. operates as a direct-to-consumer workwear and outdoor apparel retailer with both e-commerce (duluthtrading.com) and 60+ retail stores nationwide, plus a new Amazon marketplace presence through a wholesale fulfillment partnership. The product portfolio centers on innovative workwear and casual apparel for men and women, built around proprietary technology sub-brands including Fire Hose Workwear (durable work pants and shirts), Buck Naked Underwear (comfort-focused underwear with high review volumes), Dry on the Fly (quick-dry active wear), Armachillo Cooling Gear (cooling fabric technology), Longtail T Shirts (signature extended-length tees), and AKHG Outdoor (recreation-focused sub-brand). Seasonal offerings include the Heirloom Gardening Collection (bib overalls and gardening apparel with strong ratings), BBQ Collection (outdoor cooking apparel), and Garden Shop department. The company also offers Gear & Gadgets including tools, car organization, bags, dog gear, and personal care products. Recent collaborations include Hasbro (toy-themed holiday collection), Old Milwaukee (BBQ-themed capsule), and Southern Comfort (patterned underwear).

Differentiator

Problem solved

Functional benefit

Brands

• AKHG: Outdoor apparel and gear brand offering products for outdoor activities and adventures
• Buck Naked
• Fire Hose
• Armachillo
• DuluthFlex
• Longtail T
• Dry on the Fly
• Heirloom Gardening
• No-Yank
• Bullpen

Products and services

• Fire Hose Workwear Durable workwear collection featuring Fire Hose fabric with rugged, reinforced construction. Includes relaxed fit cargo pants, work shirts, and shorts designed for construction, trades, and demanding work environments.
• Buck Naked Underwear Comfort-focused performance underwear for men and women, including boxer briefs, pattern styles, and cooling variants. Promoted with Buy 3, Get 1 Free pricing on select styles.
• Dry on the Fly Quick-dry performance pants and shorts for active outdoor use, with DuluthFlex stretch and cargo pocket options for storage.
• Armachillo Cooling Gear Cooling fabric technology line for men and women including shirts, tanks, boxer briefs, and skorts, designed to keep wearers cool in warm conditions.
• Longtail T Shirts Signature t-shirts with extended back length to stay tucked during physical activity, available in relaxed fit with various sleeve lengths and pocket options.
• AKHG Outdoor Outdoor recreation apparel line featuring hoodies, sun protection shirts, and outdoor accessories for outdoor activities and adventures.
• NōGA Performance Wear Women's performance wear collection with comfortable, functional designs for active lifestyles, including NōGA pants.
• Heirloom Gardening Collection Gardening-focused apparel line including Heirloom Gardening Bib Overalls for women, Dirt Work Bib Overalls for men, and Heirloom Gardening Pants for protective and functional gardening wear.
• BBQ Collection Outdoor cooking lifestyle apparel including shirts, shorts, aprons, and matching family styles (including kids and dogs) with heat management, mobility, and comfort features.
• Gear, Gadgets & Games Accessories and tools including Tools & Supplies, Truck & Car Organization, Bags & Backpacks, Dog Gear, and Personal Care items such as No-Crack Hand Cream.
• No-Yank Tanks Women's tank tops designed to stay in place without bunching or riding up, including V-neck tanks and shelf bra tanks.
• Bullpen Underwear Men's underwear collection focused on support and comfort under the Buck Naked brand umbrella.
• Garden Shop Seasonal in-store and online department offering protective gardening apparel, accessories, and gear.

Quantifiable outcome

• 890 basis points gross margin expansion while absorbing $7 million in tariff costs
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature8 records

Partnerships

Five partnerships are on record, tiered core and minor.

• AmazoncoreChannel Partner/ Reseller/ Distributor · 8 June 2026Wholesale partnership where Duluth Trading products are sold through Amazon's marketplace. Under this model, Amazon owns inventory, handles Prime shipping, and manages returns. Duluth Trading products flow through Amazon's distribution infrastructure as part of broader supply chain optimization efforts.
• Old MilwaukeeminorGTM or Marketing Partner · 26 May 2026Limited-edition collaboration releasing a 12-piece capsule collection of apparel, accessories, and gear inspired by summer activities. Includes BBQ shirts, grilling aprons, coolers, and co-branded hats priced between $19.95 and $74.95. Available on duluthtrading.com and in select retail locations.
• Planet PropagandaminorImplementation/ SI/ Consulting Partner · 24 March 2026Creative agency partnership for development of Max Gluteus animated mascot campaign. Planet Propaganda developed the integrated marketing campaign promoting Duluth Trading's underwear products, rolling out across digital, social, retail, and paid channels nationwide.
• Southern ComfortminorGTM or Marketing Partner · 3 February 2026Limited-edition collaboration redesigning Buck Naked Boxer Briefs with a pattern inspired by Southern Comfort's iconic bottle and label. Available exclusively on duluthtrading.com and in select Duluth Trading retail locations. Southern Comfort is owned by Sazerac Company.
• HasbrominorGTM or Marketing Partner · 5 November 2025Holiday 2025 collaboration collection inspired by iconic childhood toys including Potatato Head, Lincoln Logs, Tonka, and TinkerToy. Features apparel and accessories branded with toy patterns plus classic toy sets for sale. Available in Duluth stores and online.

Scale indicators15 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• Columbia Sportswear: Larger, publicly traded outdoor apparel incumbent (NASDAQ: COLM) with proprietary technologies (Omni-Tech, Omni-Freeze) that overlap with Duluth's outdoor/casual performance categories.
• Patagonia: Large established outdoor apparel brand with DTC and wholesale channels competing for the outdoor/casual customer with Duluth's AKHG and Armachillo cooling lines.
• Bass Pro Shops / Cabela's: Largest outdoor specialty retailer in North America with broad workwear, hunting, and outdoor apparel assortment. Competes with Duluth for the rural/working-consumer overlap on outdoor and utility apparel.

Direct peers

• L.L.Bean: Heritage multi-channel workwear/outdoor apparel retailer selling direct-to-consumer via website, catalog, and stores. Closely comparable business model and customer profile (hardworking, outdoor-oriented) to Duluth Trading.
• Eddie Bauer: Heritage outdoor apparel retailer with proprietary technologies (e.g., EverWarm, StormRepel) and a multi-channel footprint. Overlaps with Duluth on outdoor/casual apparel and accessories, though Eddie Bauer skews more outdoor recreation versus workwear.
• Filson: Heritage outdoor/workwear brand with proprietary fabric treatments (e.g., Tin Cloth, Mackinaw Wool) sold DTC and through select retailers. Competes head-on with Duluth's AKHG and Fire Hose lines for the same outdoor tradesman customer.
• Carhartt: Heritage American workwear brand with overlapping product categories (work pants, jackets, bib overalls, firehose-style canvas workwear) and similar end customers in trades, construction, and outdoor labor. Direct competitor to Duluth's Fire Hose and DuluthFlex lines.
• Ariat International: Performance western, work, and lifestyle footwear and apparel brand with strong presence in work boots and FR workwear - directly competing with Duluth Fire Hose and rugged workwear bottoms.
• Lands' End: Public catalog/e-commerce apparel retailer (NASDAQ: LEAN) serving value- and quality-oriented customers with multi-channel distribution. Comparable in distribution model (catalog/DTC origins, now omnichannel) and casual/workwear overlap.

Emerging players

• Dovetail Workwear: DTC female-founded workwear brand focused on women's durable workwear - an emerging niche competitor in one of Duluth's core growth pockets.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/duluthtradingco
• Facebookfacebook.com/duluthtradingcompany
• LinkedInlinkedin.com/company/duluth-trading-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Duluth Trading Co.