About Duluth Holdings

Duluth Holdings Inc. operates as a lifestyle brand of men’s and women’s casual wear, workwear and accessories primarily sold through its own omnichannel platform. The company offers products nationwide through its website. The company operates retail stores and outlet stores. Growth Strategies The key elements of the company’s strategy are to begin with a digital-first mindset that integrates technology into all areas of the business, fundamentally changing how the company operates and delivers value to customers; intensify efforts to optimize Duluth Trading’s owned retail channels by increasing focus and investments in the company’s direct channel as the company’s primary growth vehicle; evolve the company’s multi-brand platform as a new pathway to grow the business; carefully test and learn to unlock long-term growth potential; and increase, and in some areas, accelerate investments to future proof the business. Omnichannel The company’s omnichannel business strategy allows its sales channels to work in synergy to seamlessly deliver a consistent brand experience to the customer, including consistent marketing, pricing and product presentation. All sales channels are fully integrated, including stores, website, catalogs and customer contact centers. The company’s omnichannel services include order-in-store, buy-online-pickup-in-store, and ship-from-store, as well as retail store and mobile shopping experiences. Retail Store Environment The company’s retail stores are designed to bring its brand to life by creating a unique and entertaining experience, including engaging sales associates, a compelling and complete product assortment, and custom made fixtures to fit the company’s brand. The company also showcases unique attractions at each retail store that celebrate the heritage of the local area, such as the tool museum in the company’s Mt. Horeb, Wisconsin store and the ‘Exploded Tractor’ exhibit in the company’s Ankeny, Iowa store. These local community elements help promote customer loyalty and drive repeat purchases. Products The company offers a comprehensive line of innovative, durable and functional casual wear, workwear and accessories for both men and women. The company’s product assortment includes shirts, pants, underwear, outerwear, footwear, accessories and hard goods. The company’s products feature proprietary designs and distinct names, such as the company’s Longtail T shirts, Buck Naked underwear, Fire Hose work pants, and No-Yank Tank. The company’s product assortment appeals to its customers for their everyday and on-the-job use. The majority of the company’s products represent enduring styles that go beyond short-lived fashion trends. Many of the company’s customers’ purchases are driven by the company’s thoughtful design and high quality craftsmanship, and the company’s best-selling styles tend to be items that carry over year to year with only minor updates. The company’s products are designed to offer superior performance with added features, such as underarm panels for more freedom of movement, triple-stitched seams for durability and mid-leg utility pockets for functionality. The company also collaborates with its suppliers to develop advanced fabrics that the company sells under its trademarks. For example, the company incorporates its Duluthflex Fire Hose cotton canvas into products to provide strength and abrasion resistance with stretch for the freedom of movement. Marketing The company is nationally known for its creative, irreverent and quirky advertising that features the company’s Giant Angry Beaver, Buck Naked Guy and Grab-Happy Grizzly characters to showcase the company’s brand philosophy, humor and innovation. The company’s customers identify with the inspiring stories of real men and women, recognize the company’s products’ versatility and appreciate the extreme and demanding conditions the company’s products can withstand. Intellectual Property The company owns or has the rights to use certain trademarks, service marks and trade names that are registered with the U.S. Patent and Trademark Office, trademark offices in other jurisdictions, or exist under common law in the United States and other jurisdictions. The ‘Duluth Trading Co’ trade name and trademark is used both in the United States and internationally and is material to the company’s business. Trademarks that are important in identifying and distinguishing the company’s products and services are Alaskan Hardgear, Armachillo, Ballroom, Cab Commander, Crouch Gusset, Dry on the Fly, Duluth Trading Co, Duluthflex, Fire Hose, Longtail T, No Polo Shirt, No Yank and Wild Boar Mocs. The company also owns domain names, including ‘duluthtrading.com’. Seasonality The company’s business experiences seasonal fluctuations. The company’s net sales and net income are generally highest in the fourth fiscal quarter (year ended January 2023), which includes the holiday sales period. History Duluth Holdings Inc., formerly known as GEMPLER’S Inc., was founded in 1989.