Business: Boot Barn
Address: 586 S. Route 59, Naperville
Phone/website: 331-249-8899; www.bootbarn.com
Manager: Ericka Tvrdik, 40, of Minooka
Years in business: 2
What does your business do? “Basically, we’re trying to turn America cowboy,” Tvrdik said.
How do you do that? “The entire lifestyle. Hard work, tenacity, perseverance and the American way, which means you don’t cheap out on your materials and you give a quality product that you stand behind.”
What should people know? “If somebody makes a purchase and there’s a defect, we replace it for you. That’s huge because a lot of places don’t do that. They don’t stand behind what they sell or what they make. And it shows. It’s frankly discouraging.”’
Is all your merchandise made in America? “Not all because, I’ve got to tell you, cowboy boots have been handmade for generations in Mexico. The families who make our boots have made them for years and years and years.”
Hats, boots, jeans, shirts, what else do you sell? “Everything that goes along with that. … We show you how to take care of your boots. Make sure your investment lasts.”
How do you care for boots? “(Leather) is like skin. When your skin dries out in the winter, you put conditioner on it. Unfortunately for boots, if they get to the point where they’re already cracked, you’re too late. You have to rub conditioner on. … We sometimes need to stretch boots to make sure your feet fit.”
What boots are you wearing? “My boots are Cody James, Boot Barn’s brand. They’re one of the top three Western retailers.”
Who wears boots? “Everybody. … When you look out, you are aware of how many people do wear boots. It’s become a fashion statement for a lot of people. They are your true die-hards.”
Are there other stores like this? “There were, but a lot of them didn’t stand behind what they sold.”
Are feet sturdier in boots? “If you wear a boot and you’re used to laces, laces will fit tighter to your feet. But with boots, you get comfort because it stretches specifically to what your foot is. That’s what makes them wonderful because it feels like a custom-made boot.”
What about cowboy hats? “We have a ridiculous number of hats. On average, our store sells more hats than many of the other Boot Barns. But our guy Omar, he loves shaping hats. We don’t charge for shaping hats. … I’ve had people come in and say they want a ‘Smokey and the Bandit’ hat like the one Burt Reynolds wore. And we’ll shape it. Or maybe like their favorite rodeo rider.”
What do hats cost? “It depends on the quality. There are Xs on a hat. That tells you how many layers of wool. The more Xs, the more layers, the better the hat. The 3X wool is your basic hat. … Beaver, rabbit, buffalo, any type of fur felt will last better than wool because it doesn’t absorb moisture as well.”
Any 10-gallon hats? “I don’t think we have any. They’re not as huge in style because they sit so tall on your head.”
What do boots cost? “It depends on the quality. … It depends on where the leather comes from (on a cow).”
What are your thoughts on jeans? “Wrangler. I’ve never heard anyone say Wrangler is down. Levi’s, I’ve heard, are getting a little less popular. But they’re still loved. It’s one of those American names.”
Where are nearby Boot Barns? “We just opened one in Joliet. There’s one in Elgin, Crystal Lake, Rockford. … I think they now have 536 stores. The company started in Irvine, California.”
What did you do before? “Before this I was at Starbucks. (Switching over) totally makes sense. This feels good. … I had boots, but they weren’t high quality. They showed wear and tear quickly because I didn’t know how to take care of them.”
What do you like best? “I like taking care of the customers, greeting them like friends, standing behind the products. I’m enjoying it. I really am.”
How many employees work here? “Twenty-one right now. We’re looking to hire more.”
What are your hours? “9 to 9 every day except Sundays when it’s 11 to 7.”
When are you busy? “Weekends noon to 5, weekdays noon to 8. … And, when country acts come to town. When George Strait played Soldier Field, I was not prepared for how much business we did.”
What’s your advice for someone starting a business? “Know your customer and invest in your customer. Without customers, you don’t have a business.”
Steve Metsch is a freelance reporter for the Naperville Sun. If you know of a business you’d like to see profiled in Down to Business, contact him at metschmsfl@yahoo.com.
