Lumberjacks and a barbecue today at the corner of Fourth and Main streets in La Crosse.
Those are some of the attractions the Duluth Trading Company is using to celebrate its grand opening in the Doerflinger building.
The lumberjack shows on Main Street happen until 5 p.m. today - part of Main Street is closed to traffic because of it.
Posted by 1410 WIZM - La Crosse's News Station on Thursday, June 16, 2016
The popular clothing chain opened its downtown store a week ago.
"The foot traffic and sales have been really, really good," store manager Troy Hegge said.
Duluth Trading takes the place of Three Rivers Outdoors, which operated on the first floor of Doerflinger's until late last year.
La Crosse Mayor Tim Kabat and local business leaders stopped at the store this morning, to help celebrate.