Steve Dennis and Michael LeBlanc sit down with David Lafitte, President & CEO of Tecovas, to explore how the Austin-based western lifestyle brand is redefining retail through craftsmanship, authenticity, and what Lafitte calls radical hospitality. From the brand’s digital-native roots to its expansion into Soho and beyond, Lafitte shares lessons on scaling thoughtfully, empowering teams, and maintaining focus. The hosts also unpack major retail news—from wobbly unicorns to luxury bifurcation to Amazon’s automation powered future.
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.