On December 12, 1882, Camille Poirier's patent for the Original Pack was certified.
Featuring a moose head, a circle, and the words “Duluth Pack – Duluth, Minn,” the classic Duluth Pack logo boasts instant brand recognition.
You may have also seen it in the media - an impressive roster of A-list celebrities have been spotted wearing Duluth Pack gear; both on the big screen, and in their daily lives.
But many don’t know the story behind the brand. For instance, did you know that Duluth Pack has been headquartered here in Duluth since 1882? Or that the gear was specifically designed to accommodate Boundary Waters Canoe Area (BWCA) adventures?
And, consider this fun tidbit: Duluth Pack’s “shell purse” isn’t so named due to its dainty, shell-like shape; rather, it was originally designed to hold shotgun shells!
Gavin Weiers Chester Fall Autumn Classic Wool Medium Deluxe Shell Purse. Photo submitted.
Duluth, Through and Through
We at Destination Duluth recently had the opportunity to learn all things Duluth Pack with President/CEO, Tom Sega, and Social Media Analyst & Public Relations, Andrea Johnson. The two share a deep pride about being headquartered in Duluth, emphasizing that Duluth Pack is here to stay.
Duluth Pack President/CEO, Tom Sega. Photo submitted
“It’s Duluth Pack,” Sega said. “This is where it was founded. It can be too easy to move locations, to where there’s less resistance and it’s easier to do business.
“But this is who we are: we’re Duluth through and through. That’s our roots; our heritage; our history. If we’re going to talk the talk, we better walk the walk. We will always stick true to who we are.”
History
Duluth Pack was founded in 1882 by French-Canadian immigrant, Camille Poirier. Poirier’s original aim was to create portaging and canoeing backpacks for BWCA adventures.
Duluth Pack founder Camille Poirier. Photo submitted.
Sega provided a few additional details about the man and his journey. “He was from the Montreal area of Quebec. In the 1870s, he was looking for a place to make a better life for himself and his young children. He had lost his wife very young.”
So, he came to Duluth. Poirier originally opened a boot shop, as he was a skilled cobbler. Eventually, Duluth Pack was born.
On December 12th, 1882, Poirier’s patent was certified for the Original Pack, which is still crafted and sold today. Today, the company proudly calls that their “starting day.”
In 1911, Poirier sold his business to the Alveson brothers, who owned Duluth Tent and Awning Company. Later, the business was renamed Duluth Pack. And on April 1st, 2007, Sega took the helm.
Today, the business has three locations: Its 10,000 square foot production shop, which has been at 1610 West Superior Street since 1911.
It has an 8,500 square foot flagship retail store at 365 Canal Park Drive, which opened in 1990, and later expanded with a 2nd floor in 1998.
Lastly, there is a roughly 6,000 square foot distribution/customer service/marketing center – also located here in Duluth.
Mission/Vision/Values
Sega isn’t big on formal mission statements. “Our core values are more important to us than a mission statement,” he said.
“And, our core values are:
1) Quality,
2) We are in the premium market and build premium products,
3) We are made in the good old USA.
4) We offer a lifetime guarantee on all craftsmanship and hardware.”
“The biggest thing at Duluth Pack is that all of our products are handcrafted,” Johnson added. We aren’t the fastest, but we rely on very skilled craftspeople, rather than machinery. We’re able to critique and truly see the fine details when we do it one by one, rather than in bulk batch.”
Social Media Analyst & Public Relations, Andrea Johnson. Photo submitted.
Giving back is also important to the company. During the COVID-19 pandemic, Duluth Pack leadership put their craftspeople to work, making tens of thousands of medical gowns. This had the dual benefit of keeping their staff employed, in addition to helping medical professionals work safely.
Additionally, Sega frequently does presentations at local colleges and universities. And every year for Arbor Day, the company promotes its “Buy a pack, we give back” initiative. For the month of April, a tree is planted locally for every purchase of a handcrafted product.
President/CEO, Tom Sega
Sega was born and raised here in Duluth; he graduated from Duluth East, and earned a bachelor’s degree from the University of Minnesota-Duluth.
It was through travel – and struggling to get by with low-quality gear – that introduced him to Duluth Pack. “I moved away for several years after college and worked in the pulp/paper industry on the supply side,” he explained.
“I traveled extensively for work, and my travel gear – like my rolling luggage and shaving kit – wouldn’t last. I got sick of buying expensive gear that I had to replace. After a bad experience with a briefcase, a friend told me to buy a Duluth Pack.
“So, I did, and I still use that 30-year-old briefcase. That’s just a testament to the quality/longevity of the products.”
Sega was sold on Duluth Pack and decided to get on board. “I said to myself, ‘I don’t know what it is about this company, but I need to be part of it.’” A deal was struck, and the rest is history.
Vibe
If Duluth Pack had a vibe, Sega would call it “aspirational outdoors.”
“We’re not trying to chase any trends,” he noted. “We kind of feel like we are the trend of high-quality canvas and leather bags and packs. We may make a new style, but that doesn’t mean we are chasing trends.”
“Duluth Pack is true Americana,” Johnson added. “We’re not going to be the newest, greatest, high-tech brand, but we don’t have to be. Sometimes holding on to true core values is generationally loved. We are a heritage brand; we won’t change who we are, but we do need to innovate.”
Products
The Duluth Pack of today is so much more than just backpacks. The company offers a dizzying array of products, including purses, duffels, briefcases, clothing, pet supplies, accessories, leather goods, and more.
Duluth Pack also sells high-end gear made by Spring Creek Manufacturing, Orvis, Stormy Kromer, Patagonia, and others.
In fact, Johnson shared that there are 350 styles of products, with 8,000 individual SKUs, available in eleven different colors. Materials include wax canvas, cotton duck canvas, and six different leathers, including American cowhide and American bison. The leather, which is tanned in Wisconsin, consists of byproducts from the meat industry, making it more sustainable.
Gavin Weiers Chester Fall Autumn S-121 Wanderer Burgundy. Photo submitted.
“Some of our top sellers are the Wanderer and the Rambler – we call them ‘brother packs,’” Johnson said. “Both are very good outdoor packs. The Wanderer has an old aesthetic buckle closure, and the Rambler has a zipper closure.”
Other top picks include the Duluth Pack market tote, which comes in canvas or leather. Johnson herself owns one, which she uses for work, travel, and as a diaper bag. “These are great all-around bags,” she noted.
Gavin Weiers Lester Bison Market Tote. Photo submitted.
For Sega, an avid outdoorsman in his own right, his favorite product is the all-day lumbar pack – an oversized fanny pack with shoulder straps and water bottle holders.
Duluth Pack is incredibly proud of how their products are constructed, and the fact that their items have been made in the USA since 1882. “We source all of our accessories domestically,” Sega said. “We get our canvas from dye houses in the Midwest, and our hardware (rivets, buckles, etc.) from domestic suppliers.”
Every finished Duluth Pack handcrafted item comes with three special tags: the official Duluth Pack tag, a “Made in the USA” tag, and a tag signed by the craftsperson who created it.
In addition to shopping in their Canal Park location, Duluth Pack customers can also shop online. Their products have been shipped to all seven continents, including Antarctica.
And, people around the world just LOVE calling Duluth Pack customer service. Sega and Johnson regularly hear positive comments about the staff’s quaint Minnesota accents.
Lifetime Guarantee
Duluth Pack products are designed to last a lifetime. The company offers a lifetime guarantee on all craftsmanship and hardware – seams, rivets, and buckles are repaired, free of charge. If your bag is damaged through normal wear and tear, they will repair the item, for a cost. The only thing they cannot fix is dry rot.
Keeping customer items in good working condition is deeply important to Duluth Pack. “People get emotional and tell us ‘I need grandpa’s bag repaired,’” Johnson shared. “And, U.S. military members want their bags repaired before deployment. We like to say we’re preserving history and preserving memories.”
Employees
Duluth Pack currently has 75 employees. Roles include craftspeople (sewers, cutters, and riveters). On the administrative side, there are staff in accounting, accounts payable/receivable, and HR.
There is a buying department, marketing staff, customer service personnel, quality control, distribution center staff, and a web manager. And, the flagship retail store is home to a variety of managers, leads, and sales associates.
In the News
Duluth Pack has enjoyed some high-profile visibility in media and pop culture. International recording artist Ed Sheeran has been publicly spotted wearing Duluth Pack gear – including a backpack, sweatshirts, and beanies, over 20 times.
Minnesota Vikings quarterback Kirk Cousins has proudly been shown using a Duluth Pack duffel bag, and wearing its sweatshirts. The day after tearing his achilles tendon, a photo of Cousins signing an autograph wearing a Duluth Pack hoodie went viral on social media.
Kirk Cousins signing an autograph wearing a Duluth Pack hoodie. Photo from Reddit.
Actor Kevin Hart used the #4 Original Canoe Pack in the movie Jumanji.
And the gear has also been spotted on the uber-popular TV series, Modern Family.
Future
While Duluth Pack stays true to its values, it also continues to evolve. In 2021, Duluth Pack launched a podcast - Leader of the Pack, hosted by Tom Sega. It is available on Spotify, Apple, and Google Play, and comes out every other Wednesday. It also has a blog, called The Pack Report, with three new blogs per week, on a variety of topics.
A special partnership is in the works, too; however, it isn’t ready to be revealed just yet. “We have an incredible partnership with a manufacturer within the motorcycle industry that’s happening next year,” Johnson said. “You will see Duluth Pack on the big screen more in the future, as well.”
Small Business Pride
Duluth Pack leadership have much to be proud of. “I love that I work for a company that’s 141 years old, and have been part of it for 10 years,” Johnson said. “I’m grateful to know that it’ll continue into next generation, and just watching where this company can go.”
“I am most proud of our awesome employees that make this historic brand what it is today,” Sega noted. “We are the caretakers of a piece of history, where we are expected to leave it better than we found it.”
To learn more, please visit duluthpack.com.
