Lake Superior Magazine opens new downtown Duluth shop in Holiday Center

A longtime Duluth brand has taken a more visible step into the city’s core, opening a new shop in the Holiday Center after operating in the skywalk. The move puts Lake Superior Magazine in a busier downtown setting, where visibility and foot traffic can matter as much as square footage for a small retailer built around local identity.

The store is more than a magazine office. Alongside copies of Lake Superior Magazine, the shop sells Lake Superior merchandise, Michigan chocolates and a mix of books and printed items, including cookbooks and children’s books. That blend gives the business a dual role in downtown Duluth: part publication, part gift shop, and part regional showcase for the Lake Superior area.

The Holiday Center is marketed as one of downtown’s key commercial addresses, with more than 70,000 square feet of retail and office space, attached parking and skywalk access to the Government Center, the Duluth Entertainment and Convention Center, Amsoil Arena, Harbor Side Ballroom and Bayfront Park. Downtown Duluth’s skywalk system stretches 3.5 miles and is climate-controlled, linking major destinations that draw workers, visitors and event traffic year-round.

For Lake Superior Magazine, the location shift underscores a broader bet on downtown as a place where a locally rooted brand can still draw attention. The magazine has published since 1979 and focuses on the Lake Superior region, including Michigan, Minnesota, Ontario and Wisconsin. It says its readers and subscribers reach all U.S. states, every Canadian province and more than 26 foreign countries, which makes the storefront a physical outpost for a publication with a wide audience.

The move also comes during a notable ownership transition. Lake Superior Magazine began 2026 under new owner Linda Nervick, who has more than 30 years of publication experience and worked for the magazine in the late 1990s. WTIP reported that Paul and Cindy Hayden owned the magazine from 1984 to 2018, when it was sold to Ron Brochu and Beth Bily. The magazine will reach its 50th anniversary in 2029.

Konnie LeMay, who has worked for Lake Superior Magazine for nearly 30 years, said Nervick brings fresh ideas. Nervick said her return to the publication felt like a full-circle moment after first coming into publishing there in 1996. For downtown Duluth, the new shop is a small but telling sign that a regional brand still sees value in a storefront where residents, office workers and visitors are already moving through the city center.