Renowned Company Puts Actions Behind Their Beliefs as They Continually Ensure that the Western Way of Life Not Only Survives but Thrives
Written by Matt Corirossi
Influential American author Robert Greene wrote in his motivational self-help book The Laws of Human Nature, “Create a ladder of value and priorities in your life, reminding yourself of what really matters to you.” The perceptive call-to-action centers on the necessity to take the time to take stock of the crucial elements in every situation. In the real world, an individual cannot be all things to all people. By attempting to please everyone, the person will easily become burned out. Additionally, the more someone focuses on another’s requests and desires, the less of a grasp they will have on their own wants and needs within the circumstance. In the high stakes corporate world, this truth is amplified. A company sinks or swims by figuring out a mission statement and convincing their customer base of their consistent adherence to their stated purpose. While words spoken in a speech or written down on paper are a start, the true determinant of a business’ beliefs are their actions towards themselves and others. When it comes time to decide, the path taken speaks volumes. In a time of crossroads, it becomes evident whether an entity will take the popular or cost-effective option or if they will stand by their principles even if it means incurring a loss. This selection will resonate long after the resolution is completed.
Irvine, California-based Western and work-related footwear, apparel, and accessory retailer Boot Barn’s commitment to its values is pivotal to their daily operations. The company takes pride in proclaiming that their customers feed America, build America, and protect America. This respect goes further than wanting to provide a quality product, excellent customer service, and a reasonable price of goods. What separates Boot Barn from the rest is their usage of the values of the West to dictate their actions. These specific traits are honesty, hard work, ingenuity, and perseverance. With these characteristics in mind, Boot Barn engages the community far beyond selling a product. Boot Barn has organized their company to connect with major segments of their consumer base. As mentioned in the Boot Barn Story page on the company’s website, “Boot Barn serves the iconic American cowboy, from the ranch to the rodeo arena. Boot Barn Work supports the American worker, from the oil & gas industry to agriculture. Boot Barn Just Country serves the avid outdoorsman and thrill seeker, from hunters and anglers to those who run on pure adrenaline and grit. Wonderwest by Boot Barn caters to fashion enthusiasts who are drawn to the fusion of women’s mainstream and western-inspired pieces. Boot Barn Commercial Accounts supports businesses and their workers nationwide with large quantity purchases, a customized program, and a one-source nationwide supplier.” Beyond the corporate structure, Boot Barn heavily invests in Western sports and the cowboys and cowgirls who surround them. They sponsor over 600 rodeos and local community events each year nationwide. Additionally, their community outreach program features prominent members of the western, agriculture, and work communities and their unique experiences. Boot Barn is never satisfied with previous achievements and seeks new methods to serve the Western community.
To understand Boot Barn’s steadfast dedication to the Western way of life, its history must be stated. Boot Barn was founded by Ken Meany as a family-run business. In 1978, their first store opened at a 2,000 square foot building in Huntington Beach, California. Meany had a Western spirit ingrained in him as his grandfather was involved in the Oklahoma Land Rush in the 1880s and his grandmother came from a mining family employed in Colorado and Arizona. This background was instrumental in his comprehension of the footwear needs of the working cowboy and cowgirl and the company’s vast product selection. Their stock includes numerous hard to locate products. Previous Boot Barn Chief Executive Officer (CEO) and Ken’s son Patrick Meany explained the key role of product selection in the company’s success to the publication Retail Merchandiser Magazine as, “We realize that for many of our customers, footwear is representative of who they are as individuals. This is part of the reason we take our dedication to selection so seriously, and it’s why we strive to offer products that aren’t available anywhere else.” In 1998, Boot Barn created its e-commerce platform. However, while their competitors were pushing their sales online and losing their personal connection to their customers, Boot Barn took the opposite approach. The company ensured that physical locations were the focus of their retail strategy. Boot Barn expanded to 32 stores by 2007. In 2007, Ken and Patrick sold a majority state to Newport Beach, California-based private equity firm Marwit Capital Partners. Prior to 2008, Boot Barn had grown at a pace of two to three new stores a year. The slower pace allowed the company to adapt to localized consumer demand. After 2008, Boot Barn accelerated their rate of store openings. In 2011, Los Angeles-based investment firm Freeman Spogli & Co. purchased 89.1% ownership in Boot Barn. In 2014, Boot Barn went public on the New York Stock Exchange (NYSE). According to newspaper the Orange County Business Journal, the move was to, “pay down debt and grow its retail presence, raising about $87 million on the sale of 5 million shares, which was about 16% of the company.
Boot Barn entered a new era when James Conroy became the business’ CEO in 2012. Despite being raised in New York and having a background away from the Western industry, he utilized his experience as CEO of accessory, jewelry, and toys retailer Claire’s to bring the company to new heights. During his tenure, he reinforced Boot Barn’s long-term goal of operating 500 stores and using technology as a tool to enhance the store and customer experience. This commitment to Boot Barn’s objectives afforded yearly revenue increases including a 16% growth in 2018 and 2019. Conroy credits making quick and effective decisions that did not involve wasting time in the planning stages as the reason for the significant progress.
Boot Barn has forged clever partnerships with public figures whose attitudes mirror their corporate vision and customer preferences. These alignments have solidified the company as culturally relevant to their base. Boot Barn initiated a partnership campaign with country music superstar Kelsea Ballerini as the face of their Shyanne women’s line. Similarly, the company reached an agreement with country music legend Miranda Lambert on their Idyllwind women’s line. Additional partnerships include a multi-race sponsorship of NASCAR driver and PBR Teams Carolina Cowboys’ General Manager Austin Dillon, a sponsorship of elite Saddle Bronc Rider Lefty Holman, and a pact with Yellowstone actor and country music artist Luke Grimes. A video announcing Boot Barn’s sponsorship of Lefty Holman can be found below:
However, at the heart of Boot Barn’s outreach is their unyielding support of Western sports. As its athletes and supporters are the primary purchasers of their products, this is a natural synergy that keeps both the company and the Western tradition alive. Boot Barn is the official western retailer of the PRCA (Professional Rodeo Cowboys Association), the PBR (Professional Bull Riders, Inc.), the NFR (National Finals Rodeo), and an official sponsor of the Houston Livestock Show and Rodeo. Tye Romano, Marketing Manager of Boot Barn, explained this harmonious relationship to the PRCA’s website as, “Becoming a national sponsor of the PRCA was a natural fit for our company. Our customers live and love the Western lifestyle. And because what’s important to them is important to us, we support over 500 rodeo and western events in the communities we serve. We are honored to be affiliated with the PRCA and all the fans of rodeo."
Besides outright sponsorship, Boot Barn is proficient in running various contests, giveaways, and content related to the Western lifestyle. To celebrate their involvement in the Houston Livestock Show and Rodeo, they ran a promotional which gave their customers an opportunity to win tickets to the event’s opening night. As a companion resource, Boot Barn released a social media guide to help consumers find the perfect outfit for a night at the Houston rodeo.
Boot Barn is an avid champion of the next generation of Western sports athletes. This is a seamless fit as these competitors are the ones who are going to not only carry on the Western spirit but entrench Boot Barn to that aesthetic. The company accepted submissions to join their 2024 Future Stars of Rodeo team. All qualifiers to the National High School Finals in all rodeo disciplines were in contention for a spot. From the pool of applicants, 10 will be chosen and 2 will earn a trip to the NFR in December of 2024.
Those seeking to stay updated on the latest from Boot Barn can follow them online at bootbarn.com.
Western and work wear retailer Boot Barn has set the gold standard in demonstrating their proficiency in being responsive to their customers and an advocate for their Western way of life. By providing crucial support, their involvement cements the company’s embeddedness within the communities that they serve. These efforts will continue to expand the membership and reach of not only Western sports, but the surrounding populace.