First Look: Thursday Boot Company ramps up store growth
Direct-to-consumer footwear brand Thursday Boot Company is entering its next chapter by expanding its physical footprint.
Founded in 2014, the company has unveiled its first-ever West Coast store, in the Hayes Valley neighborhood of San Francisco. It’s the brand fifth location to date, with two stores in New York City, one in Chicago, and one at Garden State Plaza in Paramus, N.J.
The San Francisco opening comes as Thursday Boot Company is entering its next phase of growth as it looks to accelerate brick and mortar growth. The company said it spent years perfecting its product, supply chain and customer experience, including vertically integrating with its owned-and-operated factory, before embarking on retail expansion.
Thursday Boot Company said it has more stores slated to open in 2026 in cities across the United States, each one designed to reflect its community while staying true to the brand‘s values and heritage.
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Image courtesy of Thursday Boot Company. -
Image courtesy of Thursday Boot Company. -
Image courtesy of Thursday Boot Company. -
Image courtesy of Thursday Boot Company.
“With our own factory, years of production optimization, and a deeply engaged customer base, we finally felt ready to bring Thursday to life in physical spaces,” said Connor Wilson, co-founder and executive chairman. “We are moving swiftly but intentionally, choosing distinctive locations for stores that feel as considered as our footwear and apparel.”
San Francisco
Featuring the brand’s full collection of men’s and women’s footwear, leather goods, and accessories, Thursday Boot Company’s Hayes Valley store is designed to reflect the area’ s blend of historic character and modern creativity. The space pairs warm woods, bright metal accents and clean architectural lines as subtle nods to the neighborhood’s Victorian heritage, which has been translated through the brand's contemporary lens.
The store’s color palette draws inspiration from San Francisco’s iconic fog. Pale blues, soft greys and muted greens are layered in throughout the store. In keeping with the brand’s values, most store elements were sourced and built locally, highlighting Bay Area fabricators, artisans tradespeople. Vintage furnishings were sourced from iconic local destinations, including Stuff in the Mission District and Grand Central Station Antiques in Oakland.
In a nod to the brand’s early days, design details take cues from well-loved dive bars, with subtle references such as a dartboard, pool table accents, curated vintage barware and a brass seal.
“Our first days as a company were spent selling boots out of bars, one person at a time,” said Connor Wilson, co-founder and executive chairman. “Opening our Hayes Valley store feels like coming full circle. We wanted to capture that same warmth and hospitality, a place that feels welcoming the moment you step inside.”
Thursday Boot Company’s San Francisco outpost was designed and completed in partnership with CHB Designs and All Day.
