The Lammle’s Tradition The Western Lifestyle Brand

by John Hardy

Some anniversaries are more special than others. Especially when it celebrates grit, determination, business acumen, decades of hard work, a flair for people and earning an iconic reputation.

It is the special milestone that is the 40th anniversary of Lammle’s Western Wear, proudly family owned and operated in Calgary.

Barry Lammle, the former rancher and savvy retail entrepreneur who transformed a daring bright idea into a successful lifestyle brand, is passionate about Lammle’s success. “In 1983, we saw an opportunity in the retail market and opened our first three stores in Calgary, with a basic and simple goal. The practical needs of everyday Albertans, looking for a source of western clothing and friendly, good service.

“We could never have anticipated that our products and service would resonate quite so deeply,” the personable Lammle explains.

He flashes a broad, warm smile and reflects on the personal and business significance of the 40th anniversary. He mentions the importance of constantly keeping up with shifting fashion, and consumer and business trends. He credits the 350+ Lammle’s staff for the business’ steady growth, the 24 brick-and-mortar stores and the dynamic Lammle’s website.

Today, as Barry and his oldest son Jeff take the respected family business into the next decade, they emphasize that, while product quality and service are the undisputed keys to retail success, changing trends and styles do impact the Lammle’s focus.

“Our core products are a reliable constant. The jeans. The boots. The cowboy hats. The jackets, sweaters and hoodies,” Jeff explains. “With some of our top brands being Ariat, Wrangler, Roper, CINCH and Boulet.

“Suppliers constantly adjust and elevate their products. New types of denim. Different patterns, cuts or colours. Leather bags with whipstitched details. Turquoise and sequins. Western is a hot style trend right now.” He underscores the practical and enduring everyday western lifestyle tradition, which continues to earn the exceptional Lammle’s reputation. He also admits that western wear – like other genres of fashion – is often affected by the whims of consumer trends.

Whether pop culture calls it Westerncore or the Yeehaw effect, there’s no denying that TV, movies and social media are adding a new dimension of consumer demand. The Yellowstone rage of the John Dutton, Beth and Rip Wheeler looks, or TikTok videos of Beyonce and Lil Nas X with cowboy hats and embroidered boots.

Technology and ecommerce are vital factors in contemporary business. They are also key components of Lammle’s transition into its fifth decade of tradition, growth and success.

The popular (lammles.com) website is a significant business boost, not only growing the Lammle’s customer base but extending the reach and potential of the brand. It tracks the unique Lammle’s story, galleries showcase the wide selection of Lammle’s western wear, and it offers consumer tips and information, like the Measure Guide, the Cowboy Boot Fit Guide and a helpful section about essential Cowboy Boot Care: Clean, Condition, Polish and Protect.

While Barry is humbled with the success of Lammle’s ecommerce business, he maintains a soft spot for the traditional in-store experience that started it all. Lammle’s is preparing to open a new 8,000-square-foot flagship location at the prominent Calgary corner of McLeod and Glenmore Trails.

They both credit the importance of the in-store customer experience to the knowledgeable and friendly Lammle’s staff. “When you get right down to it, our growth and our success is all about people,” Barry adds with affection. “Our customers and our tremendous staff. They make it happen.”

Lammle’s project manager Brian Gamberg retires next year, after 41 memorable years in the family business. “They just call me #4. Lammle family members make up employees #1 through #3,” he chuckles. Of course, their working relationship long ago became a kibbitzing and ice fishing friendship, and Barry Lammle endearingly refers to him as “not only a hard worker but a smiley face. Brian is a great example that friendliness suits the lifestyle of our products.”

“It is truly unique,” Gamberg beams. “The business is all about western heritage and hospitality. The culture of informality and friendliness is such an important part of who we are. We want the customers to come back, and we also want our employees to always feel like they are vital parts of the business.”

Barry is charmingly mellow and gratifyingly reflects on the business and personal dimensions of his remarkable family business success story. About his 47-year marriage to Marie, their three grown children –Kari, Jeff and David – and their four grandchildren.

He smiles with warmth and pride about working with Jeff, the second generation of Lammle’s Western Wear, and their commitment to enjoying the western lifestyle. And he savors the 40th anniversary of building the Lammle’s brand. “Ultimately, it is all about the Lammle’s customer experience. Welcoming people from all walks of life.

“Our business requires staying true to tradition, but also being up-to-date and contemporary. A healthy and successful business must look forward and keep expanding to stay healthy and successful.”

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