Duluth Trading Co. Appoints IMC as Exclusive Licensing Agency

Duluth Trading Co., a retailer and lifestyle brand known for its workwear, casualwear and outdoor apparel, has appointed IMC Licensing as its exclusive licensing agency. The partnership aims to develop new brand collaborations that engage with Duluth's loyal customer base. 

IMC Licensing will focus on finding brand partners that align with Duluth’s values of humor and hospitality. This initiative builds on Duluth’s history of creative collaborations, including past partnerships with the Green Bay Packers and Pabst Blue Ribbon. 

“Duluth fans have always embraced the humorous and quirky twists that we bring to their favorite fandoms, and teaming up with IMC will take these partnerships to the next level,” says Ricker Schlecht, senior vice president of product, merchandising and inventory, Duluth. “Together, we’ll channel our design ingenuity and irreverent spirits to create even more fresh products that our community will love.” 

“IMC loves working with authentic brands like Duluth Trading Co. and building partnerships that can deliver engaging new products and sales for both licensors and licensees,” says Stephen Reily, co-founder and chief executive officer, IMC Licensing. “We want to give consumers more ways to connect a brand like Duluth, which they already love, with other brands they are passionate about.” 

Related:Licensing for Retail: January 2025

Headquartered in Mount Horeb, Wis., Duluth Trading Co. operates under its “There’s Gotta Be a Better Way” ethos, which empowers workers, doers and brand enthusiasts by delivering product benefits in unexpected ways. Duluth reaches consumers nationwide through its proprietary retail model, which includes more than 60 brick-and-mortar stores and a strong e-commerce business.