W&E; Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.
Issue link: http://wetoday.epubxp.com/i/235944
Othell's wife Tere, left, warms up near the frepit along with his daughter Heather, son-in-law George Allen and their two daughters. Heather and George returned from Arizona to their South Texas home to take instrumental roles in Corral's growth. in America and Mexico. For everyone involved, Corral's success has been like a dream. "In all honesty, I wake every morning pinching myself," Othell says. "I never thought we'd be able to achieve what we have." Adds brother Tillmin, "Te continued growth of the Western apparel industry as a whole has been somewhat surprising given the state of the economy over the past number of years. However, I think this again points out, now more than ever, that Western lifestyle, be it apparel, boots, whatever the product, is here for the long haul. It's one thing to look at our shipping department and see what's leaving the dock every day. But, let me tell you, when I'm walking through an airport, snow skiing, on the beach, East Coast, West Coast, New York City or just riding horses on a Saturday night at the local arena, I look down and there's a pair of our boots on someone else's feet, and that's when our growth really sinks in. We're not just in Texas anymore." Te business' driving force remains its women's fashion boots for "19-year-olds to 40-, 45-, even 50-yearold ladies," says Don Wood, co-owner of Wood's Boots, a 14,000-square-foot store in Colorado City, Texas, and one of the state's largest boot stores. "Tey've [Corral] been good to us," Wood says. "Tere's a lot of competition that has been chiseling at their product, but they've got a great price on their product for the quality that it is. For their price, their product is probably one of the best on the market. Tere are a lot of boots out there that look as good or better, but their price is a whole lot more. Teir price point is really a driving force to me because I just don't see the others are worth that much more money." Adds Markel, "Tere couldn't be a better company to work with. Tey're one of our two biggest vendors when it comes to Western boots. Teir styling is unsurpassed. I can't say enough good things about them." Ten years ago, Western boots exploded worldwide, including Corral Boots. Othell and his designers didn't sit on their laurels and, unlike many manufacturers at the time, they didn't dismiss the younger generation. "Without the younger generation," Othell says, "the industry will die a slow and horrible death." And while one major question — When will this trend end? — is always in the backs of the minds of retailers and manufacturers, Othell is adamant. "So many people, through all of this told me, 'Othell, you better be careful. Fashion's feeting and one of these days it's going to come crashing down.' I've been telling them for years, 'Fashion's one thing. Tis has gone mainstream.'" Tillmin agrees. "Today Corral and Corral employees recognize that Western is not a fad, but a lifestyle and not simply relegated to a place on the "Western lifestyle, be it apparel, boots, whatever the product, is here for the long haul." 56 Western & English Today