President and CEO
Duluth Holdings Inc. | Mt. Horeb
Sam Sato was appointed president and chief executive officer of Duluth Holdings Inc. in 2021. The retailer has more than 65 locations across the country and reported net sales of $647 million in 2023.
Under Sato’s leadership, Duluth opened its fourth fulfillment center, located in the Atlanta area, in 2023. The $53 million facility is the first in its fleet to use automation and robotics. Duluth Trading Co. also sold its Best Made brand in 2023, a move the company said allowed it to focus on its strategic growth initiatives, including its core workwear, outdoor apparel and accessories businesses and omni-channel customer experience.
Duluth made a four-year commitment in 2022 to raise $1.2 million on behalf of the Boys and Girls Club of Dane County’s McKenzie Regional Workforce Center.
Prior to Duluth Trading, Sato was CEO of publicly traded Finish Line, where he led its merger with JD Sports and developed a key partnership with Macy’s. Previously, Sato had a 23-year career at Nordstrom, beginning as a sales associate in 1984 and eventually becoming vice president, corporate merchandising.
2022 Wisconsin 275 Profile
Other Leading Industries | Retail
President and CEO
Duluth Holdings Inc. | Mt. Horeb
Sam Sato was named president and chief executive officer of Mt. Horeb-based Duluth Holdings Inc., in 2021. The holding company operates more than 65 Duluth Trading Company locations nationwide. Its portfolio of apparel brands includes Duluth, AKHG and Best Made.
Prior to joining Duluth Trading, Sato worked in executive roles at Finish Line, including as CEO from 2016 to 2019. Sato spearheaded the retailer’s merger with JD Sports and helped develop its partnership with Macy’s. Earlier, he spent 23 years at Nordstrom, including as its VP of corporate merchandising.
What was your first job, and what did you learn from it?
“‘Bag boy’ was the official title, but those who have had this job know it’s much more than that. I mopped, kept areas stocked, emptied the trash, etc. It taught me many valuable lessons: humility, hard work, and the importance of ‘service with a smile.'”
What piece of advice has had the most significant impact on your career?
“Early in my career as a young professional taking on his first managerial position, one of my early mentors said to me, ‘don’t be in a hurry to lead, be in a hurry to listen and learn.’ This was sound advice then, and it continues to guide me today.”
What are some of your favorite destinations/places to visit?
“My wife and I love Italy – the food, the wine, the people, the entire country. It’s so beautiful and full of cultural treasures.”
What is your favorite Wisconsin restaurant and what do you order there?
“There are so many great restaurants in Madison. We have dined at Cento many times and love it there. It has great ambience and service, a nice wine list, and a variety of dishes to choose from. The fried olives are a must!”
What would people be surprised to learn about you (fun fact)?
“I think people would be surprised by my music playlist. I love many genres of music, primarily pop, rap, and R&B.”
If you could take a one-year sabbatical, what would you do?
“I would move to a wine region, Napa, Italy or France for example, and truly learn how to make wine. From growing, harvesting, and ultimately transforming that beautiful fruit into liquid gold… to drinking!”
What advice would you give to a young professional?
“There are lessons, including life lessons, everywhere around you. Take advantage of your opportunities. Don’t worry about everything being perfect. Be curious, work hard to get informed, listen, and build relationships.”
What has been your/your company’s most significant success over the last 12 months?
“I’m extremely proud of the team at Duluth Trading. Like others, we have faced unprecedented challenges beginning with COVID-19 to offshoots of headwinds stemming from the pandemic. Through it all, our team remained dedicated, supportive to one another, and flexible.”
What’s at the top of your bucket list?
“I hope to visit the Great Pyramid of Giza as well as Jerusalem one day. I would also love to become a certified sommelier.”
