Wobbly Unicorns, Luxury Bifurcation, and Tecovas' CEO David Lafitte on Growing Through 'Radical Hospitality.'

Hosts Steve Dennis and Michael LeBlanc welcome David Lafitte, President and CEO of Tecovas, the fast-growing Austin-based brand bringing cowboy culture to modern consumers. Lafitte’s career journey—from corporate attorney to Chief Operating Officer at Deckers Brands (home of UGG and Hoka) and now to retail leadership at Tecovas—is a masterclass in reinvention and focus.

Under Lafitte’s leadership, Tecovas has evolved from a digitally native boot maker to a fast growing premium lifestyle brand built on two pillars: crafted quality and radical hospitality. In this conversation, he explains how every store—now more than 50 across the U.S.—delivers a warm, elevated customer experience complete with in-store bars, personalization services, and knowledgable personalized service. The company’s blend of authenticity and approachability has earned it cult-brand status while driving remarkable growth.

Lafitte also shares insights into Tecovas’ expansion strategy, including its move into New York’s Soho district. He describes the flagship store as both a retail hub and a powerful brand ambassador that introduces western style to new audiences—without compromising the brand’s roots. The discussion dives into Tecovas’ measured foray into wholesale partnerships with Nordstrom and its expanding apparel lines, from denim to performance shirts, that extend the brand’s head-to-toe lifestyle appeal.

Lafitte reflects on the importance of leadership focus, empowering teams, and maintaining clarity amid growth. His advice for emerging retail leaders: prioritize what matters most, say no to distractions, and foster cultures of accountability and trust.

The hosts balance the conversation with this week’s retail headlines: the Supreme Court’s debate over Trump-era tariffs, Allbirds’ ongoing “Wobbly Unicorn Corner” status and strong results from luxury icons Ralph Lauren and Tapestry amid broader industry struggles. They close with insights on Amazon’s automation ambitions, Andy Jassy’s bold predictions for the future of eCommerce, and holiday retail forecasts signaling a slower but steady season.

Registration is open for a special webinar featuring Steve in conversation with Placer AI's Head of Analytical Research RJ Hottovy. From changing shopping patterns to emerging market opportunities, shifting consumer demand continues to reshape the industry. So don't miss this data-driven session unpacking the most important trends defining today’s marketplace and the strategies leading brands are using to win retail's future. It's all brought to you by Placer.AI and It all happens on Tuesday September 29 at 1pm ET..

Register here today:

https://www.placer.ai/discover-events/discover-shifting-consumer-demand

About Us

Steve Dennis is a strategic advisor and keynote speaker focused on growth and innovation, who has also been named one of the world's top retail influencers. He is the bestselling author of two books: Leaders Leap: Transforming Your Company at the Speed of Disruption and Remarkable Retail: How To Win & Keep Customers in the Age of Disruption. Steve regularly shares his insights in his role as a Forbes senior retail contributor and on social media.

Michael LeBlanc is a senior retail advisor, keynote speaker and media entrepreneur. Michael has delivered keynotes, hosted fire-side discussions hosted senior retail executive on-stage in 1:1 interviews worldwide. Michael produces and hosts a network of leading retail trade podcasts, including The Remarkable Retail Podcast, The Voice of Retail, The Food Professor, The FEED powered by Loblaw and the Global eCommerce Leaders podcast. He has been recognized by the NRF as a global Top Retail Voice for 2025 and 2026 and continues to be a ReThink Retail Top Retail Expert for the fifth year in a row.