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Santa Fe Boot Brand Sees Surging Demand and Growth

10/5/2025

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Summary

Story summary

Back at the Ranch, a Santa Fe, New Mexico, cowboy boot brand, posted its best performance last year and expects even greater success this year.
Founded by Wendy Lane Henry in 1990, the company has kept its designs largely unchanged.
Demand has surged, yielding an eight-month waitlist for custom orders.
To meet demand, Henry increased store inventory by over 40%.

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Story summary

Back at the Ranch, a Santa Fe, New Mexico, cowboy boot brand, posted its best performance last year and expects even greater success this year.
Founded by Wendy Lane Henry in 1990, the company has kept its designs largely unchanged.
Demand has surged, yielding an eight-month waitlist for custom orders.
To meet demand, Henry increased store inventory by over 40%.