Tecovas Expands Footprint With New El Paso Store, Strengthening Texas Retail Growth

Tecovas, the Austin-based bootmaker known for its handcrafted Western footwear, is preparing to open a new store in El Paso. The expansion brings the retailer to the city officially recognized as the Boot Capital of Texas, marking another step in its statewide growth. The move is part of the brand’s broader strategy to strengthen its presence across major Texas markets, including regions with strong Western fashion demand such as Houston.

The new location will sit within mixed-use retail space in El Paso and is expected to draw both local residents and visitors who associate the area with deep Western culture. Tecovas, known for its direct-to-consumer beginnings, has been steadily opening brick-and-mortar locations to meet growing customer demand for in‑person shopping, fittings, and boot care services.

Why It Matters for Houston

While the newest expansion is more than 700 miles from Houston, Tecovas’ growth is notable for Texas’ retail and fashion landscape. Houston has long been a strong market for Western wear, and the brand’s continued statewide investment signals sustained interest in traditional craftsmanship and premium lifestyle products.

Retail analysts note that companies like Tecovas are increasingly turning toward physical stores to enhance customer engagement. With Houston already home to multiple Tecovas locations, the brand’s continued expansion could drive more product availability, special events, and brand visibility throughout the state.

What’s Next

The El Paso store opening date has not yet been announced, but Tecovas is expected to release more details soon. As the company continues expanding its Texas footprint, markets such as Houston will likely see further product launches and service enhancements tied to the brand’s nationwide retail strategy.

This article is a summary of reporting by El Paso Times. Read the full story here.