The company’s new Spectrum Terrace HQ is a literal embodiment of the Boot Barn brand — from a four-story waterfall to raw edge timber — and it’s already proven to be a catalyst for business success.
“If you think about the original outlaw, it was the American cowboy. The grittiness, the connection to the earth — I wanted our new space to communicate that,” said Isha Nicole, Sr. Vice President of Marketing at Boot Barn.
What started out as one store in 1978 has since become the largest western and workwear retailer in the nation with 465 retail stores and a huge online following. With Boot Barn’s new Spectrum Terrace HQ, the brand has a headquarters that befits its status. Not only does the HQ’s design bring the brand to life but it’s also a catalyst for in-person connection and a talent recruitment tool.
Our space is an environment where everyone is excited to come to work. And when people work together in community, we’re always more productive — we’re living proof of that.”
“This is the first time we’ve had a corporate office that actually feels like our brand. It feels like the connection between man and earth,” said Nicole. “When you’re feeling the identity of the brand because you’re working in a space that conveys this identity, that changes some of the decisions that you’re making for the business.”
Together with Randy Rokosz, Sr. Director of Purchasing & Facilities, Nicole helped shape the HQ’s design vision, “Montana lodge at dusk.” Each of the four floors is themed for a different element that defines the West — stone, leather, iron, timber — all connected by a show-stopping four-story waterfall. From big moments, like a massive leather-embossed mural, to smaller details, like the velvet chairs and live edge tables, everything is part of a cohesive, visual story.
But it’s not just the design that brings the brand to life. Spectrum Terrace, with its expansive natural light and world-class amenities, plays a role, too.
“This is the first time we’ve had a corporate office that actually feels like our brand.
“We thought very carefully when selecting this workplace,” said Rokosz. “We wanted the campus experience with an open environment, a common space for social engagement, and one-of-a-kind amenities, like the olympic-length pool and running trails.”
“We wanted high ceilings, an open floor plan and windows that bring in sunshine throughout the day. That helps everyone feel energized. Our space is an environment where everyone is excited to come to work. And when people work together in community, we’re always more productive — we’re living proof of that.”
With more store openings on the horizon, including plans for international expansion, the Boot Barn team is just getting started.
