Gift Guide — Cowtown has established a strong Westman footprint

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This article was published 21/11/2017 (3107 days ago), so information in it may no longer be current.

There’s something uniquely “Westman” to the Cowtown retail outlet in Brandon, even though it’s part of a larger franchise.

Mo Lafreniere owns the shop with four business partners, but he’s the one who manages day-to-day operations.

Since opening at 1740 18th St. in 2005, Lafreniere said that it has expanded its footprint a few times, drawing clients from a wide swath of southwestern Manitoba and even a bit from Saskatchewan.

He said a strong portion of their client base comes from outside the Wheat City, with regional western wear enthusiasts gravitating to the “city with a small-town feel” to meet their needs.

During the past dozen years, Lafreniere said they have continually changed what they carry to best suit the needs of their clients, which means a lot of cowboy boots, western-style shirts and hats.

While they also carry just about everything one might need to ride a horse —and there are a lot of components they carry in terms of English and Western tack —Lafreniere said the cowboy/girl style appeals to a wider base of the population than those who regularly ride horses.

“There are lot of people who shop here who don’t have horses, but do wear the boots,” he said, adding that prior to the store opening there was a “void” in Brandon — a niche they have successfully filled.

A Brandon business serving a wide swath of the region isn’t unique to Cowtown, Brandon Chamber of Commerce president Tami-Rae Rourke said, adding that the city’s regional hub status has long been considered a significant contributor to the local economy’s success.

Whether people are visiting Brandon for a medical appointment, to shop or attend an event, they have a “huge impact” on the local economy.

Economic Development Brandon’s go-to number is 180,000 people, with Brandon drawing from an area that extends west of Portage la Prairie, to the United States and Saskatchewan borders, and north to Swan River.

There are some exceptions, and Cowtown appears to be one of them — a destination retail outlet that people drive up a few hours to visit.

Easing into the holiday season with Black Friday sales this weekend, Lafreniere said he expects the seasonal sales boost they typically see at this time of year.

While any modern retailer will compete against the online marketplace, he said their knowledgeable staff are able to help clients with all of their needs, and are knowledgeable about the many intricacies that come with the many components that accompany horse riding, and the various styles that are employed.

Even so, Lafreniere said the majority of product they shift doesn’t have much to do with riding a horse.

“I can’t believe how many people still buy jeans and shirts for people,” he said, adding that while they bring in more gift-like items for the Christmas season, jeans and shirts remain the staples.

A range of products, from toiletries to cups, featuring pencil pieces by western-style artist Bernie Brown, have also proven popular.

It’s about more than working in the agricultural sector and/or riding horses, Lafreniere said, adding that there’s something about the lifestyle that resonates with people, particularly those in Westman who grew up surrounded by it.

» tclarke@brandonsun.com

» Twitter: @TylerClarkeMB