Tecovas grew online, then stores took over.
Ads that paid back on the first order built a $40M boot brand. Stores averaging $4M+ a year took it past $300M, and stores are now its biggest channel.
BLOOM10X did not work with Tecovas. This breakdown uses public sources only, linked below.
- 2015Paul Hedrick starts selling boots online
- Year 3About $40M in sales from ads and word of mouth
- 2019First store, in the Austin office, then four more
- Jun 202220 stores, new CEO from Deckers
- 2024$250M+ in sales, first wholesale partners
- 202660 stores, now the largest channel
What a Tecovas store is worth.
Five plays behind the growth.
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Make ads pay back on the first order
Early tests of PR, gifting and affiliates fell short. Paid ads worked, with daily and weekly spend limits and a goal to break even on the first purchase (Shopify, Oct 2021). That engine reached about $40M in three years (Inc., Nov 2025).
Copy this: set your cost-per-purchase cap at your first-order margin, then scale only what stays under it.
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Test a store with no stock
In 2019 Tecovas turned 400 square feet of its Austin office into a try-on showroom with no inventory. Hedrick says sales per foot were “probably close to Apple store numbers” (Shopify).
Copy this: run a weekend try-on event where your orders cluster before you sign any lease.
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Open where customers already are
New stores go where Tecovas already has customer strongholds (Inc.). By June 2026 stores were its largest channel, with no sign of eating online sales (Retail Brew). Five of its 50 newest Meta ads announce a store.
Copy this: sort last year’s orders by ZIP code. A pop-up or stockist in your top city is your first store test.
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Sell the visit, not just the boot
Stores offer a free drink, a bar, and a station to brand your boots (Retail Brew, Jun 2026). The homepage says “have a drink on us,” and the store opening ad promises “a complimentary beverage.”
Copy this: give buyers one reason to visit that a website can’t: fitting, engraving or a free service.
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Follow the concerts, then add wholesale
When a star like Morgan Wallen plays a city, the nearest store can double its normal sales (Inc.). In 2024 it added Nordstrom and National Roper’s Supply, then shop-in-shops planned for 10 Bass Pro Shops locations in 2026 (Footwear News, Jul 2026).
Copy this: put a local ad budget behind the big events your buyers travel to, two weeks before and the week of.
More stores, more sales.
Store count
Sales milestones, $M
“We went from basically zero to $40 million in the first three years by just releasing product and having a good engine to sell it.”
The product page sends you to a store.
The Cartwright on a phone, Nov 10, 2026. Tap a number.
- 1Reviews at a scale few brands have4.8 stars from 15,058 reviews, linked straight to the review list.
- 2Full price, no strike-through$375, with no discount on the page.
- 3“Best Seller” on the photoThe badge does the choosing for a first-time buyer.
- 4Fit is the product15 sizes from 7 to 15 and two widths, D and EE, with a fit guide link. Hedrick said in 2021 Tecovas offers “30 sizes in many of our men’s styles.”
- 5Price, split up“Or as low as $32.45/mo.” under the button.
- 6The comfort objection, answeredA verified buyer: “comfortable right out of the box.”
- 7The store, inside the buy boxFree shipping from $100, then “Check store availability.” Returns are free within 30 days.
Store openings and limited boots.
About 180 active US ads on Nov 10, 2026. Of the 50 newest, 5 announce a store, 8 sell apparel and 4 sell gifts.
“Our new store is NOW OPEN in Old Town Temecula.”
The copy sells the visit: “take in the fresh leather, grab a complimentary beverage.” The link goes to the store’s own page, not a product.
“TAKE IT TO 11.”
Two limited-edition exotic boots for the brand’s 11th birthday. A drop gives existing owners a reason to buy a second pair.
- 5 of 50 are “New Store Opening” ads.
- 8 of 50 sell apparel, not boots: pearl-snap shirts, denim, a jacket.
- 4 of 50 name a gift, ahead of the holiday guide.
- One creator ad runs from a farm account “with Tecovas”: “Country concert season starts with the boots.”
Counts from the Meta Ad Library API, active US ads for the Tecovas page, Nov 10, 2026. Screenshots of the public Ad Library. Click an image to enlarge.
Craft, stores and a jingle.
“The in-person events honestly kept the lights on in the early months.”
Read it with three caveats.
- Stores take capital. Tecovas raised nearly $90M. Sixty leases is not a plan for a $3M brand; a pop-up or stockist is.
- Boots need trying on. A $375 boot in 30 fits is a reason to visit. A $30 product sold in one size isn’t.
- Plans change. In 2022 Hedrick said wholesale wasn’t a near-term focus. By 2024 it sold through Nordstrom, and in 2026 through Bass Pro.
- Who runs it: Tecovas is private. Hedrick is executive chairman; David Lafitte, formerly of Deckers, has been CEO since June 2022.
Six moves for a $1M–$10M brand.
- Cap cost per purchase at your first-order margin. CAC calculator
- Check what one buyer is worth before paying for a store or event. LTV calculator
- Put sizes, fit help and reviews above the add-to-cart button. Conversion
- Run local ads around your top city before a pop-up opens. Meta ads
- Collect SMS sign-ups for your biggest sale weeks ahead. Retention
- Launch a limited edition to past buyers for the second order. Raise order value
Where every number comes from.
- “How Tecovas Founder Paul Hedrick Brought Cowboy Culture into a New Frontier,” Shopify, Oct 1, 2021. shopify.com
- Anna Hensel, “Cowboy boot brand Tecovas targets $200M in gross sales as it adds new CEO,” Modern Retail, Jun 22, 2022. modernretail.co
- “Tecovas: Paul Hedrick,” How I Built This with Guy Raz, May 12, 2025. podcasts.apple.com
- Rebecca Deczynski, “How Tecovas Spreads the Gospel of Western Wear, One Boot at a Time,” Inc., Nov 24, 2025. inc.com
- Adam Blair, “Boot Retailer Tecovas Kicks Revenues Higher with AI-Powered Store Operations,” Retail TouchPoints, Mar 26, 2026. retailtouchpoints.com
- “Why Coterie and Tecovas think stores matter more than ever,” Retail Brew, Jun 18, 2026. retailbrew.com
- Stephen Garner, “Tecovas Inks New Partnership With Bass Pro Shops,” Footwear News via Yahoo Finance, Jul 8, 2026. finance.yahoo.com
- Tecovas homepage, Cartwright product page, store finder and retailers page, viewed Nov 10, 2026. tecovas.com
- Tecovas official YouTube channel (@Tecovas), videos dated Feb 27, 2025 to Sep 16, 2026. youtube.com/@Tecovas
- Meta Ad Library, active US ads for the Tecovas page, viewed Nov 10, 2026. facebook.com/ads/library
