Inside Tecovas: The $300 Million Brand Redefining Western Retail

In this episode of The Retail Pilot, I sit down with David Lafitte, CEO of Tecovas, the Austin-based Western footwear and apparel brand reshaping what it means to build a premium lifestyle business. From radical hospitality to strategic wholesale expansion, David shares how the company has scaled past $200M+, opened more than 50 stores, and become one of the most influential names in modern Western retail. He walks through his unexpected journey from law to leading high-growth consumer brands, his operational philosophy, and what it takes to build a team capable of sustaining long-term momentum. This conversation offers a rare, inside look at brand building, product strategy, retail expansion, and navigating explosive consumer demand, all rooted in the Western lifestyle movement.Show NotesHow Tecovas grew into a $200M+ brand with more than 50 stores nationwideThe brand’s shift from digitally native to an omni-channel powerhouseRadical hospitality and how it differentiates Tecovas in-storeProduct strategy including women’s growth, denim, shirting, and lifestyle expansionWholesale partnerships with Nordstrom, Dillard’s, and independent Western storesThe cultural tailwinds driving Western’s resurgenceUsing AI to optimize inventory, customer experience, forecasting, and store allocationLessons from taking over leadership from a founderInternational expansion opportunities and operational disciplineEnjoy 20% off at Tecovas with the exclusive code PILOT20 at checkout.👉 Shop Tecovas and use PILOT20 for 20% off.Hosted on Ausha. See ausha.co/privacy-policy for more information.