Longhorn Saddlery and Western Wear

Longhorn carries one of the largest boot selections in the tri-state area. From work to casual, square to round toe, leather to rubber sole, exotic to saddle leather and everything in between.  And, who can forget the boot wall? You can’t miss it; over 65 feet long and 7 feet tall, full of boots!  To keep our guests happy, we make sure we carry the hottest, up to date styles. If something doesn’t catch your attention on our shelves, you’re more than welcome to look through any one of our supplier’s catalogs and we can order whatever boot you decide will suit you best! But, with over 2,500 pairs of men’s, women’s and kids boots in stock, we’re confident we’ll have you walking out the door with a smile on your face!

Longhorn carries anywhere from 70 to 100 new and used saddles in stock!  With brands like Circle Y, Tucker, Martin, HR and more; we’ll be sure you get the saddle you need to make you and your four legged friend riding comfortably and in style!

Longhorn Saddlery & Western Wear was started January 23rd, 1968 by Roy and Jeanette Bettcher.  It was originally located in downtown Dubuque on Main Street across from the Julien Hotel.  In 1973, Roy and Jeanette decided to build a new store out off of Highway 20 past the Kennedy Mall, where it is currently located.  Many other businesses have followed and have started expanding in our direction.
The business has since been handed down to Jim Bettcher (Roy and Jeanette’s son). Jim and his son,

Travis, work full time at Longhorn to keep the family business going.  Jim’s daughter, Chelsea, also lends a helping hand with some of the advertising and web design.  Roy and Jeanette, although retired, are still very much involved in the business.  Jeanette is still the head of advertising while Roy does a lot of the leather repair work.  Jim manages and controls the store inventory and ordering.  Travis, who has gained a lot of knowledge through Jeanette, taken over the finance and accounting along with various other office roles.  Travis also took a liking to the leather work and helps Roy with a lot of saddle repairs along with other custom leather projects.

Both Roy and Jim have experience in rodeo, roping, and shoeing horses. Expressing their love for the sport of rodeo and their years of experience, they managed to grab the attention of Travis, who also took interest in riding and roping.  If you ever have a question, whether its about our history, experience or just need advice, we’re sure to have an answer for you!