Tecovas, initially known for its direct-to-consumer cowboy boots, is strategically transforming into a premium Western wear lifestyle brand. CEO David Lafitte outlines the company's expansion beyond boots to include a robust apparel line and a growing physical retail footprint, emphasizing experiential stores with personalized customer service. This episode provides a blueprint for DTC brands looking to diversify their product offerings and scale their retail presence while maintaining brand identity.
Key takeaways
Tecovas aims to grow its apparel revenue to represent a significant portion of its business, moving beyond being solely a boot company.
Experiential retail stores are crucial for Tecovas, acting as "experiential playgrounds" with features like liquor licenses and personalized customer connections to attract new customers and reinforce brand loyalty.
Tecovas is actively expanding its physical retail footprint by opening 10-12 new stores annually, targeting 33 locations by 2023 with plans to open 11 more in 2024, including venturing into non-traditional Western markets like Boston and potentially New York City.
The brand is making a conscious effort to broaden its customer base by focusing on growing its women's business and expanding into new geographic markets that are not traditionally associated with Western culture.
Tecovas is shifting its brand positioning from a "Warby Parker of cowboy boots" to a premium lifestyle brand, emphasizing high-end Western wear and a broader product offering.
Tecovas wants to be more than just about cowboy boots. The nine-year-old company has big plans to become a high-end Western wear lifestyle brand.
"Initially, it sort of was known as the Warby Parker of cowboy boots, if you will," said CEO David Lafitte on the Modern Retail Podcast. "We've tried to sort of migrate the positioning of the brand into more of a premium lifestyle brand."
Lafitte -- who previously held C-suite positions at Deckers -- has been leading Tecovas for the last two years, and his mandate has been to expand beyond its cowboy boots roots. That includes expanding the brand's apparel line as well as growing its retail footprint. The company, which has locations in 20 states, adds between 10 and 12 store every year. By 2023, it had 33 locations and is on track to open 11 stores this year.
The stores, according to Lafitte, are integral to Tecovas's success. For one, the locations are experiential playgrounds -- most have liquor licenses and they all focus on one-to-one connections with customers. What's more, the stores present a way for new customers to learn about Tecovas and its products.
Right now, apparel represents around 20% of Tecovas's revenue. The brand is focused on growing that -- as well as growing its overall women's business.
Along those lines, as Tecovas continues to expand, it is going into new areas that aren't necessarily associated with Western culture. It is opening a location in Boston, for example, and is keeping an eye out for another East Coast spot.
"We've been looking in New York. We want to find the right spot," said Lafitte. "I'd like to be in Soho."
Frequently asked about this episode
What does this episode say about retail & omnichannel?
Tecovas aims to grow its apparel revenue to represent a significant portion of its business, moving beyond being solely a boot company.
What does this episode say about dtc strategy?
Experiential retail stores are crucial for Tecovas, acting as "experiential playgrounds" with features like liquor licenses and personalized customer connections to attract new customers and reinforce brand loyalty.
What does this episode say about brand & content?
Tecovas is actively expanding its physical retail footprint by opening 10-12 new stores annually, targeting 33 locations by 2023 with plans to open 11 more in 2024, including venturing into non-traditional Western markets like Boston and potentially New York City.
What does this episode say about product & merchandising?
The brand is making a conscious effort to broaden its customer base by focusing on growing its women's business and expanding into new geographic markets that are not traditionally associated with Western culture.
What does this episode say about retail & omnichannel?
Tecovas is shifting its brand positioning from a "Warby Parker of cowboy boots" to a premium lifestyle brand, emphasizing high-end Western wear and a broader product offering.
