April 18, 2025

Longtime family-owned retailer Trav’s Outfitter is opening its second store.

The Watertown business that specializes in work and Western footwear and apparel plans to open a 33,000-square-foot location this summer in Rapid City.

“What sets us apart is our unrivaled selection, commitment to quality and a customer-first approach,” owner and founder Travas Uthe said. “Beyond just selling products, we understand the needs of the hardworking individuals we serve – whether they’re blue-collar workers, ranchers or outdoor enthusiasts. We prioritize fit, function and long-term value.”

Trav’s Outfitter was founded in 2003 when Uthe began selling shoes out of his garage. It was named South Dakota Retailer of the Year in 2022 after growing into a 28,000-square-foot store in Watertown.

“Our mission goes beyond retail – we’re here to make a real difference in people’s lives,” Uthe said. “Whether it’s helping a worker find the right boot to prevent fatigue, ensuring a rancher has durable gear for tough conditions or simply treating every customer with honesty and respect, our goal is to enrich lives. When customers are well equipped, they work better, feel better and live better. That’s a responsibility we take seriously.”

The business plans to open in July in Rapid City’s Dakota Market Square development. The project involves repurposing a 1960s-era strip mall into a modern lifestyle center.

South Dakota’s Retailer of the Year finds right fit with family-owned shoe business