Before there was ever an Angry Beaver, there was a Bucket Boss®. This invention was literally a new category of tool organizers, created by three enterprising tradesmen in Duluth who incorporated in 1989. The first catalog under the Duluth Trading name was mailed in 1993, focusing on tool bags and organizers. Later, the company changed hands and moved to a new home in Belleville, Wisconsin.

In 2002, Duluth Trading created a successful line of shirts called Longtail T® Shirts, which were 3” longer and marketed as the Solution to Plumber’s Butt. The focus shifted to innovative, problem-solving workwear, as well as humorous, cheeky advertising that leveraged the company’s illustrated catalogs. Three years later, in 2005, the first women's catalog was released by popular request.

In 2010, the first Duluth Trading retail store opened in Mount Horeb, Wisconsin, where Duluth Holdings is now headquartered. In 2011, the company’s first TV ad was regionally tested. This animated spot developed by ad agency Planet Propaganda featured the company’s unofficial mascot discovering, to his dismay, that Fire Hose® Work Pants are “Tougher Than an Angry Beaver’s Teeth.”

The “Store Like No Other” retail concept was expanded to 6 locations. Customers across the Midwest came to see, touch and try on Duluth goods in person. At the same time, more and more quirky animated creatures graced the airwaves and helped drive sales. The Women’s business found its footing, the Alaskan Hardgear® brand was acquired, and Duluth Holdings, Inc. made its initial public offering.

The first live-action Women’s TV ads touted the No-Yank® Tank to end the war on tug. The company expanded its dialogue with customers through greater social media presence. Store count steadily marched toward 50 stores coast to coast.

Duluth Trading continues as an omnichannel lifestyle brand serving hardworking men and women wherever they wish to shop. Continued growth and investment are seen in specialty brand Alaskan Hardgear. Well-positioned as a direct-to-consumer business as well as a retailer, Duluth Trading survives and thrives during ongoing business disruptions.

Duluth Trading relaunches the Men’s and Women’s brands as a single brand called Duluth. The Duluth brand focuses more tightly on work-related apparel and gear. Alaskan Hardgear gets a rebrand as AKHG, and now specializes in outdoor recreation apparel and goods for men and women. The company shifts toward a fully digital customer shopping experience.