Direct sales, which consist of online and catalog, grew by 5.7% during the first quarter for Duluth Trading.

Duluth Trading Company is delaying the launch of its new e-commerce platform until next year.

The retailer planned to launch its revamped e-commerce platform by the end of the summer. Because of timing issues and to extend the testing period to ensure that everything works smoothly, the retailer delayed the launch, CEO Stephanie Pugliese told analysts on the retailer’s Q1 2017 earnings call Tuesday.

“The launch of the e-commerce platform was getting a little too close for comfort for us in order to be assured that as we get into the larger (sales) months of third and fourth quarter, we wouldn’t have any sort of business implications or hurt on the business,” she told analysts on the call, according to a transcript from Seeking Alpha. The new site will be built on Demandware.

Duluth Trading, No. 181 in the Internet Retailer 2017 Top 500, reported direct sales of $63.8 million, up 5.7% from $60.3 million last year. Direct sales consist of sales completed online and via its catalog. Direct sales accounted for 76.2% of overall sales during the quarter, compared with 87.9% last year. Direct sales decreased because the company’s retail store count has more than doubled in the past year, the retailer said.

“We have very strong indications that the customer is an omnichannel customer, that retail benefits direct, and direct certainly benefits retail particularly in how we locate and open our stores,” Pugliese said.


For the first quarter ended April 30, Duluth Trading reported:

  • Net sales of $83.7 million, up 22.0% from $68.6 million last year.
  • Net income of $415,000, down from $3.2 million last year.