Ariat’s On A Retail Spree, Leading Charge In Western Fashion

Ariat, a leader in equestrian, outdoor, and workwear apparel, is a heritage brand known for innovating and pushing boundaries in performance footwear. However, as the brand celebrates over three decades of success, it has begun a new journey into physical stores.

In 2016, Ariat took a decisive step forward with its first direct-to-consumer retail store in Fresno, California. Beth Cross, President of Ariat, elucidates the strategic rationale behind this pivotal move, stating, “The stores are a key element of our omnichannel strategy: wholesale, e-commerce, and the stores. And the stores allow us to grow and diversify the business, but also connect with customers where they live.” Adding details, “Our Fresno store is the farming agriculture store. In Nashville, Music City, we have country music and a western lifestyle theme; in Lexington, it’s horse racing and bluegrass country.” Each store carries its own theme and services a different kind of customer, telling the brand story of Ariat that can’t be expressed through other channels.

Ariat currently has 26 locations across the US, with three more openings announced this year in Draper, UT, Silver Sands, FL, and Scottsdale, AZ. It’s become a real focus for the business. That said, the transition to retail was not without its challenges. Ariat’s commitment to preserving its brand essence while adapting to the retail landscape necessitated careful deliberation. As a brand that relies heavily on its wholesale channel, with over 6,500 partners worldwide, it needed to keep those partnerships in mind when opening stores. Therefore, the stores are not purely for revenue; they are thoughtfully designed to bring the Ariat brand to life in the physical world.

The Store Experience

When stepping into an Ariat retail store, the customer is transported into a world where passion meets craftsmanship and innovation. Each store is a testament to Ariat’s unwavering commitment to providing tailored experiences that resonate with its diverse consumer base. From Nashville’s Music City vibe to Fort Worth’s Western heritage, Ariat’s retail spaces are vibrant reflections of their respective locales. Whether it’s the personalized hat fitting stations in Las Vegas or thematic store designs inspired by local culture, Ariat ensures every customer receives a bespoke experience beyond a transaction.

Each store features a custom sculpture by Rachel Wilson with elements of the surrounding metro. In Vegas, it’s a bucking bull featuring poker chips, while in Nashville, it’s a horse with musical instruments. The changing rooms are named after brand ambassadors and equestrian athletes, with images of the athletes throughout. Genuine leather lines a wall, and various experiential services are offered depending on the store. An example is the customized hat doctor Las Vegas, which features a fitting and customization station with various accessories.

By celebrating the unique spirit of each community, Ariat fosters a sense of belonging and camaraderie among customers. “We make products for a really diverse group of consumers, so the feeling when you walk into Fort Worth will be different than Lexington. But what’s at the core is the essence of the brand, which is performance, technology, and authenticity,” stated Cross.

The approach of store customization and thoughtful expansion isn’t common. Still, it can be seen in brands like Canada Goose, which also incorporates design elements and art specific to each store’s city. An example is its latest store in Hawaii, which features an installation themed “Patterns and Predecessors,” with narratives from Hawaii, the Arctic, and Southern Canada.

Impact And Future Expansion

Over the past thirty years, Ariat has evolved as a brand. Once solely a boots provider, it’s become a significant player in the apparel and accessories categories across equestrian, outdoor, and workwear. At the core of it is performance technology that has been applied across categories. Therefore, a significant part of the company’s growth has been and will continue to be in product assortment.

In addition, integrating retail stores into Ariat’s omnichannel strategy has yielded tangible results, driving brand awareness, foot traffic, and sales growth. Beth Cross underscores the symbiotic relationship between retail, e-commerce, and wholesale channels, emphasizing their interconnectedness in shaping Ariat’s future trajectory. “These [stores] are specialized and precious to us. These locations have high traffic, high tourist traffic, and a real lifestyle element; when people come in, they’re drawn to the brand and experience.”

More and more heritage brands like Ariat are delving into direct-to-consumer retail, opening stores nationwide. Wilson, LEGO, and Naturepedic are just a few of them. But Ariat’s foray into retail represents more than just a business expansion; it embodies a vision of immersive brand experiences, community engagement, and consumer-centric innovation. As Ariat’s journey unfolds, it serves as a beacon of inspiration for other heritage brands looking to leap into direct-to-consumer retail.