Adventure Clothes Retailer Duluth Trading Co. to Open in Danbury

DANBURY, CT — A clothes retailer famous for its "rugged" outer apparel and "buck naked" underwear is opening a location in Danbury.

The Duluth Trading Co., headquartered in Belleville, WI (not Duluth, MN. Surprise.) will be opening its first Connecticut site at The Shops at Marcus Dairy on Sugar Hollow Road in Danbury on May 23.

The company targets tradespeople and "adventurers" with their lines of no-nonsense everyday apparel, and offers a "100 percent No Bull" guarantee of a full refund on all of their clothes, for the lifetime of the product.

The company grew from a catalog-only presence in the 1990s to a brick-and-mortar retailer that Forbes magazine now cautions against "growing too fast." In an article published just last month, the business bible blames the clothier's rapid expansion for sapping any earnings increase. The locations ballooned to 46 during the previous fiscal year, an increase of 53 percent, according to Forbes. The new Danbury site will be one of 15 Duluth Trading opens during the current fiscal year.

If you are familiar with Duluth Trading's clothes, it may be that you have visited one of their other Northeast stores in New Jersey, Rhode Island, Massachusetts or Maine. Or you may know them from their justifiably famous TV spots or social media campaigns.