What is Duluth Trading? Is it Still Worth Paying Attention To?

Duluth Trading Company has built a reputation for functional, durable, and innovative workwear since its founding in 1989. Known for practical clothing such as its signature Longtail T-Shirts, the brand caters to men and women who value comfort and utility in both work and casual settings.

As the retail landscape evolves, Duluth Trading faces challenges in profitability and customer perception, yet it continues to hold a distinct place in the niche market of rugged apparel. Here’s a closer look at its profile, market position, customer feedback, and whether it remains a brand to watch in 2025.

Duluth Trading Company Profile

Duluth Trading began as a catalog-based business launched by brothers Bob and Dave Fierek. Over time, it expanded into e-commerce and physical stores, offering products designed to blend functionality with comfort.

The company’s innovation is reflected in unique offerings like the Longtail T-Shirt, created to solve everyday workwear problems. Its product range now includes workwear, outdoor apparel, footwear, and accessories for men and women. Despite competition from larger brands, Duluth Trading has built loyalty among customers who value durability and practicality.

Duluth Trading Market Position and Financials 2025

In early 2025, Duluth Trading reported net sales of $102.7 million but also posted a $15.3 million net loss, highlighting challenges such as reduced retail foot traffic and weaker direct-to-consumer sales. New leadership under CEO Stephanie Pugliese began simplifying operations to improve long-term performance.

By Q2 2025, signs of improvement emerged. Revenue grew to $131.7 million, adjusted earnings per share turned positive, and the company exceeded analyst expectations. Investor sentiment improved, resulting in a surge in stock price. With a market cap of around $133 million in September 2025, Duluth Trading remains modestly valued but positioned for potential recovery.

The launch of new collections like Artisan Hemp and Seawool reflects the company’s ongoing effort to refresh product lines and appeal to sustainability-minded consumers.

Duluth Trading Customer Feedback

Customer feedback presents a mixed picture. On one hand, many shoppers express frustration with shipping delays, inconsistent order fulfillment, and difficulties reaching customer service. Concerns about declining product quality also appear in online reviews.

On the other hand, individual employees receive praise for providing attentive service, and some customers continue to appreciate Duluth Trading’s product designs and practicality. The divergence in experiences highlights opportunities for the brand to strengthen operational efficiency and rebuild trust.

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Is Duluth Trading Still Worth Paying Attention To?

Duluth Trading remains a recognizable name in the workwear and outdoor apparel market. Despite financial struggles in recent quarters, the company’s Q2 rebound, leadership changes, and refreshed collections suggest there is room for a turnaround.

Improved customer service, operational streamlining, and consistent product quality will be key drivers of long-term success. For now, Duluth Trading is worth watching as it navigates a period of transformation and seeks to reestablish growth.

Conclusion

Duluth Trading Company is a respected apparel brand with deep roots in workwear innovation and functionality. While it currently faces financial and customer service challenges, recent results and strategic changes show signs of progress.

Its ability to revitalize products, adapt to evolving consumer expectations, and strengthen its operations will determine whether it can regain stronger momentum in the years ahead. For consumers and investors alike, Duluth Trading remains a brand worth monitoring in 2025.

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FAQ

What does Duluth Trading Company sell?

The company sells durable workwear, outdoor clothing, footwear, and accessories designed for comfort and practicality.

Where is Duluth Trading based?

Duluth Trading Company is headquartered in Mount Horeb, Wisconsin, and operates both retail stores and an e-commerce platform.

Who is the CEO of Duluth Trading in 2025?

As of 2025, Stephanie Pugliese serves as the CEO, focusing on simplifying operations and improving shareholder value.

How is Duluth Trading performing financially in 2025?

In Q1 2025, the company posted a net loss, but Q2 results showed improvement with higher revenue and positive adjusted earnings per share.

Is Duluth Trading a good brand?

The brand is respected for its innovative, functional apparel, though recent customer feedback highlights areas needing improvement such as fulfillment and customer service.