A lumberjack demonstration and delicious barbeque buffet marked the opening of Duluth Trading Company’s store in King of Prussia and signaled the launch of the retailer’s expansion across the East Coast, writes David Schuyler for Philadelphia Business Journal.

The East Coast expansion of the direct merchant and retailer of casual wear, workwear, and accessories, is crucial to the company’s growth plans. The King of Prussia location also includes a new addition, a ‘tool museum’.

Duluth has already signed a lease for a second store on the East Coast, in Manassas, Virginia, and is planning to open seven to eight new stores in fiscal 2017, adding to its existing 13 stores nationwide.

“The Eastern market represents one of the largest concentrations of Duluth brand fans and we selected King of Prussia to launch our eastward expansion of retail stores,” stated Duluth’s CEO Stephanie Pugliese. “We are delighted that people visiting the major shopping destination of King of Prussia can now experience the full expression of our brand in this ‘store like no other’.”

Read more about the new Duluth store at Philadelphia Business Journal by clicking here.