Almost a year after its launch, Austin-based Tecovas is taking the boot-buying experience offline at a newly opened East Austin showroom. Located at 2514 E. Cesar Chavez St., and open only on Saturdays, the showroom allows shoppers to try on boots, make orders, sneak a peek at exclusive products, and even enjoy a cold brew.
“Tecovas is a digitally native brand at heart, but from the beginning, we’ve understood the value of having physical presence — whether that means pop-up shops, events, or permanent space,” founder Paul Hedrick, one of our inaugural Top Texans Under 30, says. “Opening our showroom is a critical step in having the Austin presence we really wanted to have.”
Nestled in the heart of East Austin, the showroom doubles as the Tecovas headquarters. Hedrick says the city’s innovative spirit perfectly aligns with the brand’s purpose of providing quality, true-to-Texas boots.
“Our fellow Austinites have a special opportunity to come in and see our operations. We picked the east side because it helped showcase the brand’s authenticity without feeling too commercial, which is what we’re all about,” Hedrick says. “Boots should be classic, and we think boot-buying should be fun, easy, and comfortable, so you can expect those same characteristics in the showroom.”
The opening of a showroom begs the question of larger retail ambitions. However, Hedrick says for now his focus for the brand is on the showroom and the successful — and still growing — online business.
“We are committed to keeping Tecovas a direct-to-consumer brand for the time being. If retailers start to adapt new selling models, we’ll always be open to the conversation. But right now, the only way to make the top-quality boots we do and to sell them at affordable, transparent prices is to sell direct.”
Stop by the Tecovas showroom on Saturdays from noon to 5 pm or shop online any time.