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Outdoors-apparel retailer Duluth Trading Company, which operates 34 stores, wants to open 15 new ones each year until it reaches a total of 100. The company uses its robust online and catalog sales channels to determine where to open new stores, President and CEO Stephanie L. Pugliese told the Minneapolis Star-Tribune.
“Our first path to looking for new stores is where our catalog and online customers are located," Pugliese said. "We go where we’re already well-known.” Nearly half the shoppers who visit a new Duluth store are also new to the brand, she says. Though famous for its men's work gear and basics, the chain has been introducing more women's apparel, Pugliese says.
Duluth's ambitious growth strategy could propel it past rival L.L.Bean, which operates 50 stores.
By Brannon Boswell
Executive Editor, Commerce + Communities Today
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