Duluth Trading makes omnichannel move

Duluth Holdings just put a key element of its growth strategy in place, choosing cloud commerce solutions provider Demandware to integrate its physical and digital presence.



Going to market under the banner of Duluth Trading Company, the retailer said it selected Demandware to optimize is digital and omnichannel growth strategies.



“After an extensive search we decided that Demandware was the platform to support Duluth Trading’s future growth,” said Al Dittrich, senior VP of omnichannel customer experience and operations. “Demandware demonstrated the speed and scalability that will support Duluth Trading in our next phase of growth; it is a time tested platform which gives us the confidence that Demandware is the right partner for us.”



Duluth only operates nine stores and that’s after opening three locations last year. However, the company is expanding its physical presence this year with four to five locations and seven to eight locations in 2017. Going forward, sales from Duluth’s physical stores are expected to account for a larger percentage of total sales even as the company more effectively offers a seamless experience. The company’s e-commerce and catalog business accounted for 87.6% of total sales last year and grew 24.6% in the fourth quarter, while sales in the retail business increased 57%.



“As retailers experience cycles of rapid growth, commerce systems need to scale to meet the demands of the business and the customer,” said Jeffrey Barnett, executive vice president and chief operating officer at Demandware. “The Demandware Commerce Cloud provides retailers with an agile and scalable platform to support rapid growth and expanding product lines. We are thrilled that Duluth Trading has picked Demandware as its ecommerce backbone for the next phase of its growth.”