2nd generation keeps tack shop in the retail arena

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2nd generation keeps tack shop in the retail arena

Erin Joy Gentry • Mar 04, 2021

The Western Breed is this week's Merchant's Corner feature

by Erin Joy Gentry

Shopper News Contributor

The Western Breed has been a part of Lisa Wheeler’s life for so long, she can’t recall precisely when the store became fully “hers”.

Wheeler, the proprietor of the longtime Galesburg western apparel staple, took over the business from her parents, Leonard and Leona Timmer, who themselves purchased the business in the early 90s.

“The Western Breed was started by a couple named Gene and Sherry Stewart in 1978,” Wheeler said. “My mom started working for the Stewarts before they retired.”

She went on to explain that the former owners were looking to retire around the same time her father was looking to retire from Kraft General Foods; the Timmers purchased The Western Breed in 1993, and Lisa began working there alongside her parents the next year.

“At that time, there was a second location in downtown Battle Creek at McCamly Plaza,” said Wheeler. “We used to do line dancing in the atrium there.”

As time went on, Wheeler gradually took on more of a management role, eventually taking over the store full-time.

“I honestly can’t recall when it happened, specifically,” Wheeler said with a laugh, “but it’s been at least several years.”

As its name suggests, The Western Breed is a shop tailored to equestrian needs and traditional western-wear.

While the shop may be small, the inventory is anything but; with the warm scent of leather permeating the air, new shoppers will quickly understand the store’s motto: “The Western Breed has what you need!”

From horse riding gear such as helmets and saddles to clothing designed for concealed carry permit-holders, there truly seems to be something for everyone among the aisles and displays at The Western Breed.

There are aisles of boots, wall displays of reins and halters, and several different styles of saddle and saddle blankets as well.

“Tack”, a general term used to encompass the extensive equipment needed in horsemanship, is a major part of the inventory at Wheeler’s store.

From style to size, variety is not a problem for The Western Breed; Wheeler noted that she carries items in a wide range of sizes, from infant up through adult.

While Wheeler doesn’t keep track of how many counties or states are represented among her clientele, she knows that The Western Breed’s reach has extended far outside of Michigan - as far away as Germany.

“With Benteler next door, we’ll get the occasional visitor from overseas,” Wheeler said, referring to the German-owned automotive technology manufacturing group. “People will come in, wanting to find something uniquely ‘American’ to take back home, such as a good pair of boots or a cowboy hat.”

Wheeler indicated that although The Western Breed used to have an ‘e-commerce’ component to its website, the shop’s updated site no longer has that capability built in.

“It wasn’t generating enough online business to keep it,” said Wheeler, adding that she’ll have people place orders by phone sometimes.

Like many businesses, The Western Breed was temporarily shuttered during the early months of the Covid-19 pandemic; like many business owners, Wheeler felt an impact.

“We definitely took a hit initially when we had to be shut down,” she said. “I had a respectable rest-of-the-year, but so far, 2021 has been a bit slower than I’d like to see.”

Pandemic notwithstanding, Wheeler said that business varies from day to day, and that it has been that way as long as she can remember.

“I guess I can’t really say there is a ‘typical’ day, she explained. “We could be swamped and not sell much, and the next day we could have a really good day but only have had 2 customers. It really depends... Because it is more of a niche thing, it’s hard to say what’s going to happen that particular day.”

While much of the fare is typical “western” style - cowboy hats, boots, denim, and moccasins - Wheeler pointed out that her store carries English riding gear as well.

In addition to the apparel, Wheeler also offers personal services such as saddle fittings and hat repair.

“A poorly-sized saddle can really cause an injury to the horse and make the rider uncomfortable,” Wheeler said, adding that it can make riding more difficult if the horse begins to associate being ridden with discomfort.

Wheeler, who has been riding since the age of thirteen, now owns three horses of her own; the personal experience combined with more than 25 years of working at The Western Breed gives her a keen understanding of what people will need and want, and how to help them find the best fit for them as well as for their horses.

It’s that personal touch that sets her shop apart, according to Wheeler.

“We try to make everybody feel really welcome when they come in here,” Wheeler said. “Some people come in for the conveniences we offer, but also just to talk sometimes.”

The affection is mutual, according to Wheeler: “I feel close with my customers and truly love them. I feel like if [The Western Breed] wasn’t here, I’d be letting a lot of people down. I keep it going for them.”

The Western Breed is located in Galesburg at 10010 E Michigan Avenue. For more information, such as store hours or customer testimonials, please visit https://www.thewesternbreed.com.

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