Duluth advertising spend, FY2026

Duluth (DLTH) reported $58.4M of advertising expense for the fiscal year ended Feb 1, 2026. That is 10.3% of revenue of $565M. Down 13.5% from FY2025.

Ad spend, FY2026
$58.4M
year ended Feb 1, 2026
Change vs prior year
-13.5%
vs FY2025
Share of revenue
10.3%
of $565M revenue
Rank by ad spend
#429
of 458 companies

Key facts

  • Ad spend is 10% below its FY2016 level ($65.2M), while revenue grew 1.9x.
  • The highest year on file is FY2019 at $95.2M; FY2026 is 39% below it.
  • Largest increase +32.4% in FY2015; largest cut -22.9% in FY2021.
  • Ad spend has fallen 3 years in a row.
  • Ad spend is 10.3% of revenue, down from 11.3% in FY2021.
  • Duluth spends more on advertising than 6% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is 2.3x the median of 4.6%.

Ad spend by fiscal year

$0 $25M $50M $75M $100M FY2014 (ended 2014-02-02): $37.3M 2014 FY2015 (ended 2015-02-01): $49.4M FY2016 (ended 2016-01-31): $65.2M 2016 FY2017 (ended 2017-01-29): $78.5M FY2018 (ended 2018-01-28): $88.6M 2018 FY2019 (ended 2019-02-03): $95.2M FY2020 (ended 2020-02-02): $93.9M 2020 FY2021 (ended 2021-01-31): $72.4M FY2022 (ended 2022-01-30): $75.2M 2022 FY2023 (ended 2023-01-29): $76.3M FY2024 (ended 2024-01-28): $69M 2024 FY2025 (ended 2025-02-02): $67.5M FY2026 (ended 2026-02-01): $58.4M 2026 $58.4M

Ad spend as % of revenue

0% 10% 20% 30% FY2014 (ended 2014-02-02): 22.9% 2014 FY2015 (ended 2015-02-01): 21.3% FY2016 (ended 2016-01-31): 21.4% 2016 FY2017 (ended 2017-01-29): 20.9% FY2018 (ended 2018-01-28): 18.8% 2018 FY2019 (ended 2019-02-03): 16.8% FY2020 (ended 2020-02-02): 15.3% 2020 FY2021 (ended 2021-01-31): 11.3% FY2022 (ended 2022-01-30): 10.8% 2022 FY2023 (ended 2023-01-29): 11.7% FY2024 (ended 2024-01-28): 10.7% 2024 FY2025 (ended 2025-02-02): 10.8% FY2026 (ended 2026-02-01): 10.3% 2026 10.3%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Feb 1, 2026 $58.4M -13.5% $565M 10.3% AdvertisingExpense 10-K Mar 20, 2026
FY2025 Feb 2, 2025 $67.5M -2.2% $627M 10.8% AdvertisingExpense 10-K Mar 20, 2026
FY2024 Jan 28, 2024 $69M -9.5% $647M 10.7% AdvertisingExpense 10-K Mar 24, 2025
FY2023 Jan 29, 2023 $76.3M +1.5% $653M 11.7% AdvertisingExpense 10-K Mar 22, 2024
FY2022 Jan 30, 2022 $75.2M +3.9% $699M 10.8% AdvertisingExpense 10-K Mar 17, 2023
FY2021 Jan 31, 2021 $72.4M -22.9% $639M 11.3% AdvertisingExpense 10-K Mar 25, 2022
FY2020 Feb 2, 2020 $93.9M -1.4% $616M 15.3% AdvertisingExpense 10-K Mar 26, 2021
FY2019 Feb 3, 2019 $95.2M +7.4% $568M 16.8% AdvertisingExpense 10-K Mar 20, 2020
FY2018 Jan 28, 2018 $88.6M +12.9% $471M 18.8% AdvertisingExpense 10-K Mar 20, 2020
FY2017 Jan 29, 2017 $78.5M +20.4% $376M 20.9% AdvertisingExpense 10-K Apr 19, 2019
FY2016 Jan 31, 2016 $65.2M +32.0% $304M 21.4% AdvertisingExpense 10-K Mar 21, 2018
FY2015 Feb 1, 2015 $49.4M +32.4% $232M 21.3% AdvertisingExpense 10-K Mar 22, 2017
FY2014 Feb 2, 2014 $37.3M n/a $163M 22.9% AdvertisingExpense 10-K Apr 8, 2016

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Duluth in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
427 Cricut $59.8M 8.4% +27.8% FY2025
428 Shoe Station Group $58.7M 5.2% +16.3% FY2026
429 Duluth $58.4M 10.3% -13.5% FY2026
430 Scholastic $58.4M 3.7% -4.9% FY2026
431 Hyatt Hotels $58M 0.8% -13.4% FY2025
432 Dave $57.4M 10.4% +27.8% FY2025
433 Torrid $57.4M 5.7% +5.8% FY2026

Full ranking of 458 companies · Biggest cuts #29

Questions

How much does Duluth spend on advertising?

Duluth spent $58.4M on advertising in fiscal 2026, the year ended Feb 1, 2026, according to its 10-K filed Mar 20, 2026.

What percentage of revenue does Duluth spend on advertising?

10.3% of revenue in fiscal 2026 ($58.4M of $565M). The median across the 458 companies tracked is 4.6%.

Is Duluth spending more on advertising?

No. Ad spend fell 13.5% in fiscal 2026 from fiscal 2025. It has fallen 3 years in a row.

How does Duluth rank by advertising spend?

#429 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.

What does Duluth's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2026, filed Mar 20, 2026
Accession number
0001193125-26-117508
Company
DULUTH HOLDINGS INC., CIK 1649744, SIC 5600 (Retail-Apparel & Accessory Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Duluth advertising spend, FY2014-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 20, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/duluth-holdings/advertising-spend/
Download
CSV, all years · CSV, all 458 companies