Duluth Trading to open Waukesha store

Duluth Trading Co. is proposing to develop a new store in Waukesha, marking just the second Milwaukee-area location for the retailer.

Duluth Trading wants to build a 15,500-square-foot store at 2320 W. Blue Mound Road, according to plans filed with the city. That site is now a vacant lot in front of Home Depot's parking lot, just west of Kossow Road.

The store would be developed by Excelsior, Minn.-based Oppidian Investment Co., according to the plans.

Neither an Oppidian executive nor a spokeswoman for Duluth Trading could be immediately reached Friday for information about when the proposed store would open.

The city Plan Commission is scheduled to review the proposal at its Feb. 8 meeting.

Duluth Trading opened its first Milwaukee-area store in Port Washington in 2012, part of that city's downtown revival. 

Duluth Trading is operated by Belleville-based Duluth Holdings Inc.

The company is largely an online retailer and is known for its rugged work wear, casual clothing and humorous ads,

However, Duluth Trading, which operates 16 stores, says adding more brick and mortar locations is a key part of its growth.

Also, the company in December disclosed plans to build its new headquarters in Mount Horeb.