Quick Facts

• Tecovas surpassed $250 million in revenue in 2024 and expects to cross $300 million in 2025.
• The brand operates 60 U.S. stores, including a 4,500-square-foot SoHo flagship opened in 2025.
• 25% of in-store transactions include a customization service such as boot branding or leather embossing.

Tecovas opened its 60th U.S. store at the Somerset Collection in Troy, Michigan, continuing a retail expansion that has the Western footwear brand targeting $1 billion in annual sales by 2030. Founded online in 2015, the company launched its first physical store in Austin in 2019 and has since built one of the faster-growing specialty retail footprints in the country.

The company closed 2024 with 42 stores and committed to opening at least 12 new locations in 2025. New markets this year include Detroit, Palm Beach Gardens, Florida, Sacramento, California, and a second New York location in Brooklyn’s Williamsburg neighborhood. The brand also opened its largest store to date, a 4,500-square-foot SoHo flagship housed in an 1892 cast-iron building.

Revenue has scaled sharply. Tecovas netted $1 million in its first year of operation and grew to over $200 million in 2023. The company surpassed $250 million in 2024 and projects a double-digit increase this year. CEO David Lafitte has said the company is profitable.

Retail Brew reports that the brand’s growth is anchored to what it calls “radical hospitality,” a store experience built around complimentary beverages, boot shines, and on-site customization. Many locations operate full-service bars. All stores offer cattle iron branding, where associates use blowtorches to let customers put their own mark on their boots.

Chief Retail Officer Kim Heidt described the philosophy directly. “I just want our customers to leave feeling a little better than when they walked in,” she said. “We call it radical hospitality, but we’re not innovating. We’re going back to the roots of what people want from a store.”

Store staff work on commission-free pay and are trained to educate customers rather than close sales quickly. The model appears to move product. According to the company, 25% of all in-store transactions include a customization service, a figure that signals meaningful engagement beyond basic purchase.

Lafitte described the in-store experience as central to the brand’s product story. “One of the secret sauces to Tecovas is its timeless style and out-of-the-box comfort,” he said. “That’s why our retail stores are so important. We want to get consumers into a seated fitting area where they can try on the boots and get educated about them.”

Each pair of Tecovas boots is handmade in Leon, Mexico, through a 200-step process. The brand has positioned itself as a quality alternative to higher-priced Western footwear, a gap that early investor Andy Hunt, co-founder of Warby Parker, identified before backing the company. “The Western market has long been underestimated, dismissed as a niche rather than recognized as a significant growth opportunity,” Hunt said. “The fundamentals told a different story: strong brand loyalty, durable margins, and an underserved customer base.”

Tecovas raised $56 million in a 2022 Series C round, deploying the capital toward hiring, inventory, new products, and store expansion. Its real estate strategy has relied heavily on Lantern Real Estate Advisors, which has sourced the majority of its locations across the country.

The brand’s Northeast push began in 2024 with its first stores in Philadelphia and Boston. The SoHo opening marked its highest-profile location yet. VP of Brand Marketing Samantha Fodrowski called it an opportunity to show “radical hospitality to the Nth degree” to a large base of first-time customers.

Lafitte has also signaled a move into wholesale, describing it as “a matter of when, not if.” That channel would add another revenue stream as the brand works toward its nine-figure target.

Read more: How Tecovas is spreading ‘radical hospitality’ across the US