Our Story

Western From the Beginning

Trenditions was founded with one purpose: to create great products for the Western lifestyle.

And we started small.

Our first office was a spare bedroom. We stored inventory at a public warehouse, and our first collection consisted of all-leather Western handbags, wallets and decorative pillows. I picked up the merchandise, my wife labeled and packed the orders, and I handled the shipping.

We even installed a separate business phone line with a professional auto-attendant so we would sound like a bigger company. The only catch? No matter which option you selected, the call eventually came to me!

Once our first products were ready, I loaded up the line and spent several weeks on the road visiting independent Western retailers. We wanted to hear directly from store owners and buyers about what they liked, what they didn't and what they thought would sell.

Our first order—and our first customer payment—came from Brumbaugh’s, a Western furniture retailer still in business today.

That experience established something that remains part of Trenditions today: listen to the customer, understand the Western consumer and create products people want to buy.

Growing Up in the Western Industry

The business grew quickly.

Independent retailers began carrying the line, we added sales representatives around the country, and before long we had the opportunity to work with some of the most respected names in Western retail.

A multi-door Western retailer became one of our first major accounts. We were still working from home when our UPS driver showed up and was shocked to discover about 50 boxes waiting at our front door. We filled the truck. We were beginning to look like a real company—even if our shipping department still looked a lot like our house.

At our first WESA trade show, a large farm and ranch chain store picked up the line. Soon afterward, a large and sophisticated hunting and fishing retailer asked us to develop a Western handbag collection for its stores.

This was a turning point. To serve larger national retailers, we invested in EDI, technology, warehousing and the other capabilities required of a major retail supplier.

We opened our first dedicated warehouse, expanded again in 2009 and moved into larger space in 2012. By then, Trenditions had 10 employees and national sales coverage through a network of independent sales representatives.

Trusted With Great Western Brands

As Trenditions grew, licensing became an important part of our business.

Our first licensing agreement was with Wrangler Apparel, giving us the opportunity to combine our product-development expertise with one of the most recognized names in Western culture.

That experience eventually led to relationships with additional brands, most significantly Justin Boot Company.

Over the years, our Justin business has expanded across a wide range of accessories and lifestyle products. We have also developed products associated with other Western brands and built businesses with brands such as Red Dirt Hat Company.

Our role is more than putting a brand name on a product. We work to understand what a brand represents and translate that identity into products that feel authentic to the people who wear, use and live those brands.

Taking Western Lifestyle Into New Places

In 2023, we took that idea somewhere new when Trenditions and Justin introduced a collection of Justin automotive accessories.

The line expanded the Western lifestyle beyond traditional Western stores with products including air fresheners, automotive leather care, steering-wheel covers, and other automotive accessories.

The program eventually reached thousands of retail locations, including a nationwide relationship with a large automotive retailer.

For us, it was another chapter in a familiar story: find a good opportunity, listen to the customer and build the capabilities necessary to make it work.

A Bigger Company With the Same Mindset

Today, Trenditions serves independent retailers and major chains throughout the United States and Canada across Western, Farm & Ranch, automotive, gift and specialty retail channels.

A lot has changed since those first boxes were packed at home. We now have sophisticated product-development, sourcing, inventory, EDI, e-commerce and distribution capabilities supporting retailers ranging from a single independent store to national chains with thousands of locations.

But we haven't forgotten where we came from.

We remain a company built around relationships—with our customers, our brand partners, our sales representatives, our suppliers and, most importantly, our people.

Our values reflect that:

Teamwork. Leadership. Process. Attitude. Never Giving Up.

And one idea that has been part of Trenditions for years:

Awesome-ize our Customers.

More than two decades after we started, we still believe our job is pretty simple: listen, create great products, take care of our customers and keep looking for what's next.