Boot Barn Holdings, Inc. (Boot Barn) operates as a lifestyle retail chain devoted to western and work-related footwear, apparel and accessories in the United States.
With stores in 49 states, the company’s stores, which are typically freestanding or located in strip centers, average 11,200 selling square feet and feature a comprehensive assortment of brands and styles, coupled with attentive, knowledgeable store associates. The company targets a broad and growing demographic, ranging from passi...
Boot Barn Holdings, Inc. (Boot Barn) operates as a lifestyle retail chain devoted to western and work-related footwear, apparel and accessories in the United States.
With stores in 49 states, the company’s stores, which are typically freestanding or located in strip centers, average 11,200 selling square feet and feature a comprehensive assortment of brands and styles, coupled with attentive, knowledgeable store associates. The company targets a broad and growing demographic, ranging from passionate western and country enthusiasts to workers seeking dependable, high-quality footwear and apparel. The company strives to offer an authentic, one-stop shopping experience that fulfills the everyday lifestyle needs of its customers and, as a result, many of its customers make purchases in both the western and work wear sections of its stores. The company’s store environment, product offering, and marketing materials represent the aesthetics of the true American West, country music, and rugged, outdoor work.
The company’s product offering is anchored by an extensive selection of western and work boots, and is complemented by a wide assortment of coordinating apparel and accessories. Many of the items that the company offers are basics or necessities for its customers’ daily lives and typically represent enduring styles that are not meaningfully impacted by changing fashion trends. Accordingly, a majority of the company’s inventory is kept in stock through automated replenishment programs. The company’s boot selection, which comprises approximately one-third of each store’s selling square footage space, is merchandised on self-service fixtures, with western boots arranged by size and work boots arranged by style and function. This allows the company to display the full breadth of its inventory and deliver a convenient shopping experience.
The company also carries market-leading assortments of denim, western shirts, cowboy hats, belts, and belt buckles, western-style jewelry, and accessories. The company’s western assortment includes many of the industry’s most sought-after brands, such as Ariat, Cinch, Cody James, Corral, Dan Post, Durango, El Dorado, Idyllwind, Justin, Laredo, Levi’s, Miss Me, Montana Silversmiths, Moonshine Spirit, Resistol, Shyanne, Stetson, Tony Lama, Twisted X, and Wrangler. The company’s work assortment includes rugged footwear, outerwear, overalls, denim, and shirts for the most physically demanding jobs where durability, performance, and protection matter, including safety-toe boots and flame-resistant and high-visibility clothing. Among the top work brands sold in the company’s stores are Carhartt, Cody James Work, Georgia Boot, Hawx, Thorogood, Timberland Pro, and Wolverine. The company’s merchandise is also available on its e-commerce websites. The company has rebranded and remerchandised the acquired chains under the Boot Barn banner.
As of March 29, 2025, the company’s exclusive brands included Cody James, Shyanne, Idyllwind, Hawx, Moonshine Spirit, Rank 45, Cody James Black 1978, Gibson, Cody James Work, Cleo + Wolf, Brothers & Sons, El Dorado, and Blue Ranchwear, and are sold in the company’s stores, on its e-commerce websites and app, and on third-party marketplaces.
Growth Strategies
The company’s strategies are continuing omni-channel leadership, driving same store sales growth, building its exclusive brand portfolio, expanding its store base, leveraging its economies of scale, and enhancing brand awareness.
Sales Channels
During fiscal 2025, the company continued to enhance its omni-channel capabilities. The company’s current omni-channel presence consists of both brick-and-mortar stores, as well as an e-commerce platform, consisting primarily of bootbarn.com, sheplers.com, countryoutfitter.com, idyllwind.com, and third-party marketplaces, as well as the Boot Barn app.
Stores
As a lifestyle retail concept, the company’s stores offer a broad array of merchandise to outfit an entire family, while working during the week, relaxing on the weekend, or dressing up for an evening out. The company’s stores are easy to navigate across all major product categories. The majority of the company’s stores have ladies’ and children’s apparel, men’s western and work apparel, basic and more stylized denim, and accessories, such as hats, belts, jewelry, handbags, gifts, and various other items.
Boots are the company’s signature category, with an expansive assortment displayed on fixtures up to six shelves in height. The company offers virtually all of its boots in pairs out on the sales floor. To reflect the typical purchasing decision process of each of the company’s customer segments, the company arranges all western boots by size and all work boots by function and brand.
The company’s stores are generally located in or near high visibility, power, and large neighborhood shopping centers with trade areas of five or more miles. The company’s stores average 11,200 selling square feet and feature a comprehensive assortment of brands and styles, coupled with attentive, knowledgeable store associates.
The company’s retail footprint included stores in 49 states across the U.S. All stores operate under the Boot Barn name.
E-commerce
The company’s e-commerce websites are an integral part of its brand and allow the company to further build awareness in its current markets and reach customers not served by its current geographic footprint. During fiscal 2025, the company had more than 114 million total visits to its websites, and sold merchandise to customers in all 50 states. Approximately 3.2% of the company’s total e-commerce revenue for fiscal 2025 was generated from customers outside of the United States. Such foreign-source revenue constituted approximately 0.4% of its overall net sales in fiscal 2025.
The company’s growing national footprint and broader marketing efforts drive traffic to its bootbarn.com website and app, which in turn also drives traffic to its stores. As a multi-channel retailer, the company is implementing technology initiatives that integrate in-store and e-commerce platforms into one seamless customer experience. As an example, the company’s stores have in-store touch screen devices that expand the product offering available to in-store customers, including additional styles, colors, and sizes not carried in the store. The company continues to enhance customer service with its omni-channel initiatives, including buy online pick up in-store, buy online pick up curbside, buy online return in store, buy online ship from store, same day delivery, and in-store fulfillment of online purchases.
For all of the company’s e-commerce brands, the company communicates information on current promotions and upcoming events on its e-commerce websites, which helps drive purchases online and traffic to its stores. The company continues to improve follow-up email communication related to order confirmations, as well as offers boot care and other accessories associated with boot purchases.
Merchandising Strategy
The company seeks to establish its stores as a one-stop destination for western and work-related footwear, apparel, and accessories. The company’s merchandising strategy is to offer a core assortment of products, brands, and styles by store, department, and price point. The company augments and tailors this assortment by region to cater to local preferences, such as toe profiles for western boots, styling for western apparel, and functions and features for work apparel and work boots depending on climate and the local industries served. In addition, the company actively maintains a balance between third-party brands and its own brands that offer its customers a compelling mix between selection, product, and value.
The company’s business is moderately seasonal and, as a result, its revenues fluctuate from quarter to quarter. The third quarter of the company’s fiscal year, which includes the Christmas shopping season, has historically produced higher sales and disproportionately higher operating results than the other quarters of the company’s fiscal year. In fiscal 2025, the company generated approximately 32% of its net sales during its third fiscal quarter.
Products
During fiscal 2025, the company’s products contributed to overall sales in the following manner:
Gender—Men’s merchandise accounted for approximately 60% of its sales, with the balance being ladies, kids, and unisex merchandise.
Styling—Western styles consisted of approximately 70% of the company’s sales, with work-related and other styles making up the balance.
Product category—Boots accounted for 47% of the company’s sales, with apparel comprising an additional 37%, and the balance consisting of hats, gifts, accessories, and home merchandise.
In many cases, the company is one of the largest accounts of its suppliers and has become important as the largest specialty retailer of western and work wear in the U.S.
The company’s scale has also allowed it to introduce its own proprietary western wear brands, Shyanne and Cody James, which offer high-quality western boots, shirts, jackets, and hats for women and men, respectively. The company also has an exclusive license agreement with country music star Brad Paisley, who designs a collection of boots, apparel, and accessories for the company, under the brand name Moonshine Spirit, that reflects his lifestyle and personality.
In fiscal 2019, the company entered into a new partnership with country music artist Miranda Lambert, to develop a lifestyle brand, Idyllwind, inspired by her music and creative talents, which includes boots, apparel, and accessories. In fiscal 2020, the company developed two additional exclusive brands, Hawx and Cody James Work. These brands offer high-quality work wear and work boots to the company’s customers. In fiscal 2022, the company developed four new exclusive brands, Cleo + Wolf, Brothers & Sons, Rank 45, and Blue Ranchwear. These brands expand the company’s exclusive merchandise assortment to its country customer.
In fiscal 2024, the company developed one new exclusive brand, Cody James Black 1978. The company created this brand to offer premium products to its customers. The company has a dedicated product development team that designs and sources merchandise from suppliers around the world. These product assortments are exclusive to Boot Barn and are merchandised and marketed as if they were third-party brands. In fiscal 2025, sales from its exclusive brand products accounted for approximately 38.6% of its consolidated sales.
Marketing and Advertising
The company’s marketing strategy is designed to build brand awareness, acquire new customers, enhance customer loyalty, and drive in-store and online transactions. The company customizes its marketing mix for each of its markets and purposes. For example, during store grand openings, the company engages in additional local community outreach and advertises in local print media in select markets. The company primarily uses the following forms of media:
Pay-per-click—The company uses pay-per-click advertising to reach online shoppers whose behavior indicates an interest in its products. This marketing medium allows the company the opportunity to grow its business and acquire new customers.
Radio and Television—The company purchases spots on both national and regional radio stations to draw customers to nearby locations. The company also maintains relationships with several country music artists in order to capitalize on the popularity of country music, using its stores and marketing communications to promote their concerts or album sales. These country music artists occasionally make in-store appearances, mention the company on social media, or give private performances. The company also purchases both regional and national television spots on linear and connected television devices to create awareness in new markets, grow its brand recognition in existing markets, and occasionally help support grand openings of new stores.
Direct Mail—The company conducts several direct mail campaigns, and during fiscal 2025, the company sent out approximately 9.8 million mailers, ranging in size from postcards to catalogs of approximately 70 pages.
E-mail—The company e-mails its e-commerce customers and members of its B Rewarded loyalty program as part of its cross-channel effort to drive traffic to its stores and websites. The company sent more than two billion e-mails in fiscal 2025.
Social Media—The company also has a marketing strategy that has produced a fast-growing social media presence, as evidenced by its strong following on Facebook and Instagram. The company’s posts celebrate country and western life and humor, and routinely get thousands of likes, hundreds of shares, and dozens of comments each.
Strategic Partnerships—The company has strategic partnerships with professional sports teams and athletes, country music artists, and NASCAR teams. The company enters these partnerships to broaden its brand awareness and reach new customers.
Event Sponsorship—The company typically sponsors community-based western events each year within the regional footprint of its store locations. The Houston Livestock Show and Rodeo, a well-known 20-day celebration of western heritage, is one of the company’s most prominent sponsorships and attracts more than two million visitors to Houston, Texas, where the company operates many stores in the area. The company also sponsors the San Antonio Stock Show and Rodeo, an 18-day event with more than a million attendees. Other prominent sponsorships include Cheyenne Frontier Days, the largest outdoor rodeo in the U.S., the Professional Rodeo Cowboys Association and related National Finals Rodeo in Las Vegas, Nevada, Professional Bull Riders, and the National High School Rodeo Association, which supports rodeos for competitors in high school and junior high school. At more prominent events, the company often sets up large pop-up shops which allow participants to purchase its merchandise.
Distribution
The company’s suppliers ship a portion of its in-store merchandise directly to its stores and a portion of its e-commerce merchandise to its e-commerce customers. The remaining units are shipped from one of its distribution centers, which are located in Fontana, California, Kansas City, Missouri, and Wichita, Kansas. The company’s distribution centers in California and Missouri primarily distribute its exclusive brand and volume discount purchases to its stores, and supply inventory for sponsored events and new store openings. The company’s Wichita, Kansas distribution center fulfills its e-commerce orders. In accordance with its automated replenishment programs, third-party suppliers typically deliver merchandise to the company’s stores daily, ensuring in-stock merchandise availability and a steady flow of new inventory for its customers.
Intellectual Property
The company has registered trademarks for its key brands, including Boot Barn, Cody James, Country Outfitter, Hawx, Sheplers, and Shyanne. The company also owns the domain name for www.bootbarn.com, www.sheplers.com, and www.countryoutfitter.com. The company’s policy is to pursue registration of its trademarks and to rigorously defend their infringement by third parties.
Regulation and Legislation
The company is subject to labor and employment laws, laws governing truth-in-advertising, privacy laws, safety regulations, and other laws at the federal, state, and local level, including consumer protection regulations, such as the Consumer Product Safety Improvement Act of 2008, that regulate retailers and govern the promotion and sale of merchandise and the operation of stores and distribution centers.
The company sources many of its exclusive brand products from outside the U.S. The U.S. Foreign Corrupt Practices Act and other similar anti-bribery and anti-kickback laws and regulations generally prohibit companies and their intermediaries from making improper payments to non-U.S. officials for the purpose of obtaining or retaining business. The company’s policies and its supplier compliance agreements mandate compliance with applicable law, including these laws and regulations.
History
The company was founded in 1978. It was incorporated in the state of Delaware in 2011. The company was formerly known as WW Top Investment Corporation and changed its name to Boot Barn Holdings, Inc. in 2014.
