Tecovas is bringing a taste of the Wild West to New York City, all while marking a major milestone in its retail expansion strategy.
On Friday, the Austin-based Western boot brand is set to open a new 4,500-square-foot store at 105 Wooster Street in the SoHo neighborhood of Manhattan. The opening marks both the company’s largest store to-date and its 50th brick-and-mortar location.
According to the 10-year-old brand, its new SoHo flagship will bring the full Tecovas assortment to New York, offering customers the chance to explore the brand’s signature handcrafted boots, apparel and accessories for the first time.
Designed by global firm IA Interior Architects, customers will find unique bar and beverage offerings in collaboration with cocktail bar Death & Co., a signature hide wall by textile designer Kyle Bunting, complimentary boot shines, and an array of customization services like branding, debossing, stretching, burning and shaping for both boots and hats.
Other design elements include custom furniture and art curated by notable artists including Matt McCormick, Mark Maggiori, Russell Young and Drew Christie. Custom neon signs will also be on display by Let There Be Neon in partnership with The Neon Jungle.
David Lafitte, president and chief executive officer of Tecovas, called the new flagship a “watershed moment” for the brand.
“The other 49 openings before this one has really given us an opportunity to learn what resonates with our consumers in terms of Western and Western-adjacent apparel and footwear,” Lafitte said. “We are really hitting our stride now, and operating a store in New York is really playing in the ‘big time,’ you know. And we’re ready for it.”
The New York City store will highlight the brand’s Western lifestyle merchandise.
Courtesy of Tecovas
The CEO added that it was important that the company show up as its “authentic self” in New York. “We are not going to all of sudden serve bagels just because we are in New York, we are sticking to our Texas and Western roots, and we believe New York is ready for something like what we have to offer.”
He’s also excited for more international consumers to discover Tecovas. “There are a lot of international shoppers that visit New York that probably aren’t familiar with Tecovas just yet,” the CEO noted. “We are looking forward to welcoming them and New York locals into our new store.”
Tecovas’ new SoHo store is a key part of the company’s expansion strategy, as the brand continues its momentum in 2025. After ending 2024 with 42 stores, Tecovas has committed to opening at least 12 new locations this year, including the SoHo flagship in partnership with Lantern Real Estate Advisors, who has sourced the majority of the Tecovas locations across the U.S.
This growth follows the brand’s expansion into wholesale, which led to the recent opening of its first dedicated showroom at Dallas Market Center — a 3,800-square-foot space designed to support retail partners and future collaborations — and its first national retail partnership with Nordstrom.
“Our rollout at Nordstrom has been going really well,” Lafitte added. “The sell-through numbers at Nordstrom have been terrific for us, and I think Nordstrom feels the same way, so we’re excited about that. So, we’ll look to expand with them as well in the future.”