On Wednesday, shares of niche retailer Duluth Holdings Inc. DLTH are soaring, up almost 14% to $21.89 per share in afternoon trading after the company posted impressive fourth-quarter earnings.

Duluth, which is the parent company of Duluth Trading, reported earnings of 43 cents per share, beating the Zacks Consensus Estimate of 33 cents per share and increasing over 16% year-over-year. Revenues gained 24.4% year-over-year to $174 million, also surpassing the Zacks Consensus Estimate of $163 million.

Gross margin increased 70 basis points to 55.4%, while adjusted EBITDA increased 22.7% to $24.7 million for the quarter. This quarter also marked Duluth’s 28^th consecutive quarter of increased net sales year-over-year, and the company opened two new retail stores, one in Manassas, Virginia and one in Independence, Missouri.

“We made great progress executing our strategic objectives for the year. We have increased our aided brand awareness year-over-year, demonstrating the continued effectiveness of our marketing campaigns. Retail sales grew 76% year-over-year, and they now account for 18% of total net sales. We are also capturing a greater share of the household closet with a broader assortment of men’s products and with women’s apparel continuing to outpace our overall growth,” said Stephaine Pugliese, CEO of Duluth Trading.

The small-time brand is headquartered in Belleville, Wisconsin, and caters to an outdoors-y customer, selling men’s and women’s clothes, shoes, and accessories. It specializes in a direct-to-consumer business—the company only has about 18 brick-and-mortar stores—and its main competitors include Carhartt, Columbia Sportswear COLM, L.L. Bean, and Land’s End LE, among others.

While most of Duluth’s sales are driven by men, the retailer says its women’s business is fast growing, and they will be putting more effort into that division going forward; women’s sales have grown 45% year-over-year between 2012 and 2016 to 21% of Duluth’s total sales.

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