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McCook boot shop defeats odds, deemed biggest supplier in area
McCOOK, Neb. — The world was in the throes of a pandemic, but Dick and Janet Haag of Indianola believed in what they wanted to do so much that they took the chance and opened a brand new store in a rural community.
Bottom Dollar Ranch, at 203 Norris Avenue in McCook, opened in August 2020. They’ve been providing western wear, tack and everything a western lifestyle enthusiast needs for close to six years.
“I had one person come in here after we opened up, and she said, ‘Wow, right, right in the middle of the pandemic. What made you decide to do that?’ or something. ‘How do you think that’s gonna work?’”Janet Haag said. “She was pretty negative.”
However, not only did they thrive when many small businesses were forced to close, they ended up eventually earning the reputation of supplying the largest boot selection for southwest Nebraska, and even parts of Kansas and Colorado. She’s had several compliments from customers about the rows and rows of boots to browse.
The Haags try to stock every size possible of the boots they order for the shop, so in addition to what’s on the shelves front of house, there are still three rooms in back containing the overflow.
“You know, when you carry a style, you can’t just carry a few sizes. You’ve got to carry every size,” Janet Haag said. “For a man, I start at seven and go up to 13, half and whole sizes. The only wides I do are work boots. I have the safety toe [work boot] and I have some wides in that one, too.”
Janet Haag said about 90% of her boot sales are men’s Twisted X brand, but they also carry Tony Lama, Laredo, Ariat, Ferrini and others.
“I guess our main lines for men and women are Twisted X and Ariat,” she said.
During the winter, she stocks up on Dryshods, which are insulated boots. A wide selection of Twisted X infant and toddler shoes and boots also lines the shelves.
The success didn’t just happen over the last six years. The duo began selling tack and boots long before they opened Bottom Dollar Ranch.
“We’ve been doing this for years, but we just never had a place to do it. We had a big tack trailer that we took around to events. My husband loved going to the auctions and going to the fairs, and the rodeos, setting up and selling stuff,” she said. “We sold a lot of tack at the sales, but I’ve been selling kids’ boots for years, but usually out of my garage. It just seemed like there was a demand for the kids’ boots around here, and people didn’t have to go out of town.”
The couple eventually moved to a building behind their garage, but it wasn’t large enough to suit their growing needs. When their current building became available, they jumped on it.
“My husband still laughs because we had people in our driveway trying on boots,” she said.
In addition to a sea of boots, Bottom Dollar Ranch also has a dedicated kids corner, where customers can find PBR vests, jeans, shirts and more. At the register are knives and Bex sunglasses, and throughout the shop customers can also peruse the purses and wallets, snap-back caps, blankets and comforters, Wild Ass Soap and leather backpacks.
“Backpacks have been popular. They come from the same place we get our cow hides and our blankets,” she said. “A lot of moms are using them for diaper bags.”
The Haags carry vests, concealed carry or otherwise. Fleece jackets and rain slickers are also popular items. Quality leather belts, jeans, shirts and either Justin or Larry Mahan brand hats are also available.
Cow hides have been a frequent buy. She sold several just last week to be placed on the aisle during a wedding.
A section of horse tack is a well-traveled area of the shop. Customers can find ropes, horse bits, spurs, spur straps, tie strings, 100% mohair cinches, stirrups, halters, breast collars, reins — the list goes on. The Haags carry saddles, pads and blankets. And since it’s horse fly season, there are also fly sheets and fly masks for the equine friends.
They also stock various gift items and so much more.
Janet Haag said the winter holiday season — Black Friday through Christmas — is their most successful part of the year. They enjoy supporting the surrounding rodeos, and the store also sees sales from the purchase of rodeo and rodeo royalty prizes.
Bottom Dollar Ranch sees folks pop in from all over the state, even one who travels in on the train, as well as some customers who come in from Colorado and Kansas.
“I enjoy it. Sometimes, I get a little tired,” Janet Haag chuckled.
The shop is open Monday through Saturday from 10 a.m. until 5:30 p.m.