Christine Day, former CEO of Lululemon, brings her experience from Starbucks and Kohl's to the five-member Tecovas board.
, has joined the board of directors of Tecovas, an Austin-based Western footwear, apparel and accessories brand. She is the brand’s fifth board member.
Day is the cofounder and board member at The House of LR&C, a B Corp. wholesaler and direct-to-consumer retailer with a focus on fashion and sustainability. She has also served as a board member for Kohl’s Corp, CEO of Performance Kitchen and had a 20-year executive tenure at Starbucks Corp. Day joins the board as Tecovas achieved 24 percent growth in 2023 and opened eight additional stores, bringing its total retail store count to 32. The brand plans to open new retail doors this year, including its first stores in the Northeast and two additional doors in California.“I’m incredibly excited to join the Tecovas board and bring my experience to help shepherd the brand’s growth nationally over the coming years.
Paul Hedrick, founder and executive chairman of the board, said, “We are very pleased to welcome Christine to the Tecovas board. She brings valuable skills and perspectives to our team including experience identifying trends and driving growth in iconic brands. Her insights and capabilities align with management’s focus on building an authentically Western icon brand amidst the challenges of a changing marketplace.
“We plan to grow nationally and enter several new markets in 2024,” said Madisen Li, vice president and product at Tecovas. “Our heritage-meets-modern positioning gives us a unique opportunity to introduce ourselves to customers and remind them why buying cowboy boots is an investment — a true heritage item — whether it’s your first pair or your 60th.
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