The outdoor apparel manufacturer is working on a number of upgrades to, which will go live next year.

Outdoor apparel manufacturer and retailer Duluth Trading Co. is relaunching its website with an aim to give online shoppers a better view of products available in nearby stores.

Parent company Duluth Holdings Inc., No. 175 in the Internet Retailer 2016 Top 500 Guide, reported direct sales, which includes online and catalog sales, of $60.3 million, up 17.5% from $51.4 million last year, an increase the company attributed in part to 14.7% year-over-year spike in web traffic. It does not break out online sales.

CEO Stephanie Pugliese told analysts on the retailer’s Q1 2016 earnings call this week that the company is enlisting e-commerce technology provider Demandware to help it make website upgrades, including improving its buy online, pick up in store capabilities.

“Our customers will enjoy an enhanced website experience, including a more robust mobile site and the ability to see if the merchandise they want is available at a nearby store,” she said, according to a transcript from Seeking Alpha. “This will give our customers the option of reserving their purchases in store and picking them up within hours of ordering online.”

Those changes are expected to go live in the middle of next year. According to, Demandware is the e-commerce platform provider for 52 retailers in the 2016 Internet Retailer Top 500. Salesforce announced earlier this month that it will acquire Demandware for $2.8 billion, a deal that is expected to close by the end of July.


For the fiscal first quarter ended May 1, Duluth Trading reported:

  • Net sales of $68.6 million, up 20.8% from $56.8 million last year.
  • Direct sales now account for 87.9% of total sales, compared to 90.4%.
  • Net income of $3.3 million, up 22.2% from $2.7 million.