Duluth Trading Opens Second Location in Wisconsin

A specialty men and women's workwear retailer, based in Wisconsin, has opened the doors of its second location in the Milwaukee area.

"Milwaukee is a great market for us," company President Stephanie Pugliese said during a grand opening event of the Port Washington store on Thursday.

Steve Schlecht, CEO of Duluth Trading Co., said that the company considers its retail concept a "destination store," and Port's destination attributes really fit with the company.

"We are proud today to showcase what Duluth Trading is all about, and equally proud to (be a part of Port Washington)," Schlecht said. "We hope you'll see that we tried to bring the history of Port Washington alive in these two buildings (the retail story and the coffee shop)."

The company focuses on three main concepts for its customers, Pugliese said, including: ingenious solutions, durability and functionality.

The retailer specializes in selling "workwear" for men and women, meaning durability is important, Pugliese said. Functionality comes in with special features such as oversized zippers and buttons so that workers do not need to remove gloves to take off a jacket; or "tuckable" pockets to make it easier for workers who are reaching in and out for items often.

"(We try) to build comfort into everything we do," she said. The store also prides itself on its unique product names as well as its unique retail experience.

The company sells underwear and pants with "more room" for men, calling it the "crouch without the ouch," line. Other signs in the store read: "Squat without singing soprano," or, for women: "Heat it up with nearly naked" long underwear.

"There's a lot of choices out there — they should have an experience in the store that's different from anywhere else," Pugliese said, adding that the elements of Port Washington incorporated into the store help to fuel the company's "partnership" with the city.

As part of evolving this concept to fit Port Washington, Pugliese said the funny names have also made their way into the coffee shop. A plain old coffee is now called "Buck Naked Brew." Other latte names include "Tool Belt," "Lug Nut" or "Gardener's Delight."

"As we evolved the store, the coffee shop became an integral part of what we're doing here," Pugliese said. In October, the store will add the historic Smith Brother's fish sandwich back to the menu, as well as once again offer lemon meringue pie.

The store is open Monday through Saturday from 9 a.m. until 7 p.m., and again on Sundays from 11 a.m. until 5 p.m. It is located at 108 N. Franklin St., Port Washington.

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