Tecovas wants to be more than just about cowboy boots. The nine-year-old company has big plans to become a high-end Western wear lifestyle brand. "Initially, it sort of was known as the Warby Parker of cowboy boots, if you will," said CEO David Lafitte on the Modern Retail Podcast. "We've tried to sort of migrate the positioning of the brand into more of a premium lifestyle brand." Lafitte -- who previously held C-suite positions at Deckers -- has been leading Tecovas for the last two years, and his mandate has been to expand beyond its cowboy boots roots. That includes expanding the brand's apparel line as well as growing its retail footprint. The company, which has locations in 20 states, adds between 10 and 12 store every year. By 2023, it had 33 locations and is on track to open 11 stores this year. The stores, according to Lafitte, are integral to Tecovas's success. For one, the locations are experiential playgrounds -- most have liquor licenses and they all focus on one-to-one connections with customers. What's more, the stores present a way for new customers to learn about Tecovas and its products. Right now, apparel represents around 20% of Tecovas's revenue. The brand is focused on growing that -- as well as growing its overall women's business. Along those lines, as Tecovas continues to expand, it is going into new areas that aren't necessarily associated with Western culture. It is opening a location in Boston, for example, and is keeping an eye out for another East Coast spot. "We've been looking in New York. We want to find the right spot," said Lafitte. "I'd like to be in Soho."