The city issued a permit Oct. 10 for Tecovas, the Texas-based handcrafted boots company, to build-out at St. Johns Town Center.
Emerald C’s Development Inc. is the contractor for the $750,000 project to renovate 3,057 square feet of space at 4711 River City Drive, No. 128.
It appears to be a former Gap store and is near Dick’s Sporting Goods.
Tecovas found a marketing niche by advertising on the Paramount Network ranching TV drama “Yellowstone,” which TVGuide.com reported Oct. 7 will return for season five Nov. 13.
The company said by email July 26 that it anticipates opening the store, the only one in Florida, in mid- to late December.
“We decided to open one in Jacksonville because we have a lot of Florida customers and want to offer them a retail store close by,” the company said.
At the time, it said it planned on opening one retail store in Florida, “but of course that could change.”
Tecovas has stores in 11 states, with the closest to Jacksonville in Atlanta.
Tecovas, based in Austin, sells boots, shoes, clothing, ranchwear, gloves and accessories for men and women.
The tecovas.com site says that the company, founded in 2015, began as “a daydream from our founder, Paul Hedrick.”
It became a direct-to-consumer Western brand that earns “the respect of the industry and the praises of cowboy boot enthusiasts far and wide.”
The site says that Tecovas stores welcome visitors to “See our full product line, try on boots, enjoy a drink, or just come say howdy!”
