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Duluth Trading Company Introduces a Unique Shopping Experience In Southeastern Wisconsin

Duluth Trading Company has opened a new retail store in the landmark Smith Bros. Fish Shanty Restaurant building in Port Washington.  On Friday, September 14, the omni-channel workwear retailer opened the doors to 8,000 sq. ft. of unique shopping experience for Metro Milwaukee shoppers, brand loyalists, and area travelers.

Debuting an updated Smith Bros. Coffee House inside, the new store offers hard-working folks and outdoor enthusiasts a chance to touch, see and feel Duluth Trading’s ingenious products including men’s and women’s workwear, outerwear, gear, footwear, tools, workshop, car and truck organization, bags/totes and holiday gifts. In addition to offering many Duluth Trading products currently only available via catalog and at, beginning in October, the company will carry on a long time tradition of the Smith Bros. Fish Shanty Restaurant -- serving mouth-watering fried fish sandwiches. Made fresh in the new store’s Smith Bros. Coffee House, the famous fish sandwiches were originally offered to tourists arriving in Port Washington by the busload, beginning in 1954.

“We’re proud to start a new chapter in this building and offer an engaging and welcoming setting for loyal Duluth Trading customers in Southeastern Wisconsin,” says Stephanie Pugliese, president of Duluth Trading Company, which is having another strong year with double digit sales increases in its men’s and women’s collections. “Our goal is to bring Duluth Trading alive in a three-dimensional brand experience and give folks a first-hand look at our men’s and women’s high-quality workwear and signature fabrications.”

The destination store, about 25 miles North of Milwaukee, features Duluth Trading signature products -- such as Ballroom Jeans, with extra room in the crotch, Flex Fire Hose Work Pants for comfortable durability, Buck Naked underwear to ward off sweat and stink, and the Longtail T: with three extra inches for on-the-job modesty. The products are merchandised amongst original factory cart fixtures, distinctive Duluth Trading-style artwork, and a comfortable hospitality area for browsing books, having a cup of coffee and resting hard-working feet. Interactive kiosks and an iPad bar enable customers to browse product videos and reviews online while shopping the store. The sales channels are fully integrated, with free shipping to the store from and phone orders.

The new store is located prominently on Port Washington’s picturesque main street at 108 North Franklin Street, and offers sweeping views of Lake Michigan, the marina and the historic art deco lighthouse. “Port Washington represents the no-nonsense attitude of our customers and this location just seemed right,” says Duluth Trading Company principal owner, Steve Schlecht. “Rugged, hardworking and steeped in history and the outdoors, Port Washington is reminiscent of our company’s first home, on a barge in the Duluth port of Lake Superior.”

A nod to the rich heritage of Port Washington and the Smith Bros. Restaurant, the Smith Bros. Coffee House is now serving café fare including pastries, bagels, sandwiches and historically famed favorite lemon meringue pie. Locally-sourced items include meats from Bernie’s and candy from the Chocolate Chisel.

Duluth Trading’s Port Washington store, 108 North Franklin Street, is open during store hours Monday through Saturday, 9 a.m. to 7 p.m. and Sunday, 11 a.m. to 5 p.m.

This press release is presented without editing for your information. GRIT does not recommend, approve or endorse the products and/or services offered. You should use your own judgment and evaluate products and services carefully before deciding to purchase.