Outdoor Retailer Duluth Trading Is Immune to Amazon’s Power


    Amazon. It’s the “everything store.” Its availability of any product imaginable has led to many in the industry to fear that the website is killing traditional retailers, both brick-and-mortar and online. Yet there’s one retailer that has remained immune to Amazon’s power: Duluth Trading.

    Duluth Trading currently has 39 total stores throughout the country. Since 2016 alone, the retailer has opened almost two dozen brick-and-mortar stores and plans to open seven more by the end of the year.

    Net sales for the retailer increased almost 20 percent from $84 million to $100 million between the first quarters of 2017 and 2018, respectively.  This growth is unusual in the age of online retail giants.

    In the 2018 Winter Olympics in PyeongChang, South Korea, USA’s luge team named Duluth Trading “the Official Off-Sled Outfitter of USA luge athletes and staff.” The partnership will last five years, so expect to see more Duluth Trading clothing on lugers during the 2022 Winter Olympics in Beijing, China.

    In other words, things are going great for the 20-year-old retailer.

    Duluth Trading has items for any outdoor enthusiast: from men’s and women’s clothing, including flannels, pants and underwear, to camping gear, outdoor safety items and even products for dogs. 


    How are your weekend views? Photo cred goes to @divergenttravelers

    A post shared by Duluth Trading Company (@duluthtradingcompany) on

    In addition, in an age of countless competitors, Duluth Trading stands out by using humor: Its advertisements are clever, honest and funny and appeal to customers who experience everyday problems.

    Duluth Trading is also affordable compared to other retailers. Its flannels range from $19.99 to $84.50, and it offers free shipping on all orders over $75.

    It is also known for its customer service and “100% No Bull Guarantee” – customers can return items at any time, no questions asked. Unlike Amazon, there is not a small window for returns.

    Amazon has changed the retail landscape as we know it, and more and more businesses are struggling to keep up with the website’s inventory and two-day shipping. It’s common to see half-empty malls and abandoned storefronts.

    But outdoor lovers rejoice: Duluth Trading isn’t going anywhere, and chances are, it will pop up in your neighborhood soon.


    Image Courtesy of Duluth Trading Co.

    Share This Article