MOUNT HOREB, Wisconsin – Duluth Trading Company (DLTH), the purveyor of practical yet stylish apparel for the self-reliant individual, today announced a strategic workforce reduction as part of broader efforts to streamline operations. The company, known for its humorous marketing and durable workwear, eliminated 51 positions, representing approximately 3% of its total workforce, on June 4, 2025. The associated costs are estimated to be less than $1 million.
This move underscores Duluth Trading’s commitment to optimizing its business model and refocusing on core strengths. The company is aiming to reduce operational complexity, sharpen its brand messaging, and drive innovation in product development. Further, the company hopes to improve its overall customer experience.
A Brand Built for the Hands-On
Based in Mount Horeb, Wisconsin, Duluth Trading has cultivated a loyal following by providing high-quality, solution-oriented apparel and accessories for both men and women. Their products are designed for those who embrace a hands-on lifestyle. Their success is fueled by a strong focus on exceptional customer service (including their “No Bull Guarantee” – if it’s not right, they’ll fix it). The company utilizes a multi-channel strategy, engaging customers through its website, catalogs, and distinctive retail stores. They set themselves apart through distinctive marketing built on humor and storytelling that highlights the unique attributes of their products.
Looking Ahead
This press release includes forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These statements involve risks and uncertainties that could cause actual results to differ materially from those projected. We anticipate the company will comment on the full implications during their next earnings call.
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