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 Notes
How Tecovas grew into a $200M+ brand with more than 50 stores nationwide
The brand’s shift from digitally native to an omni-channel powerhouse
Radical hospitality and how it differentiates Tecovas in-store
Product strategy including women’s growth, denim, shirting, and lifestyle expansion
Wholesale partnerships with Nordstrom, Dillard’s, and independent Western stores
The cultural tailwinds driving Western’s resurgence
Using AI to optimize inventory, customer experience, forecasting, and store allocation
Lessons from taking over leadership from a founder
International expansion opportunities and operational discipline

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