Bourbon & Boots was founded February 2012 in Little Rock, Arkansas as a peer-to-peer marketplace, facilitating commerce between southern artisans and interested southern consumers. During the first three years the company recognized consistent growth with over 500 artisans selling 7,000 products to over 50,000 customers. However, as evidenced by Etsy's massive operating losses, marketplaces are good for artisans but have not produced desirable returns for the investors of marketplace makers. The original Bourbon & Boots startup reached $1M in sales, but never could never reach operating scale.
In May of 2015 early-stage private equity firm xCelerate Capital purchased the assets of the Bourbon & Boots brand and invested in transforming the company from an artisan marketplace into a nationally recognizable brand that capitalizes on the international infatuation of the South by exporting the southern living experience through original content and uniquely southern commerce. The company has focused heavily on technology assets for data, analytics, and insight to allow for the aggressive and cost-effective acquisition of audience. The new Analytically Informed Social Engagement Lifestyle Brand business model worked and the company is realizing significant growth. Bourbon & Boots now offers over 1,200 rare and unique items, especially designed and produced to capture the spirit of life in the South.
In August 2015 the company moved into a new and expanded Headquarters on Main Street in the Argenta Historic District in North Little Rock, AR, adjacent to the Arkansas Innovation Hub with whom it partners for new product development.
In February 2016 the company purchased "Tales from the South", a Southern Lifestyle content generation company. Tales from the South creates and distributes authentic Southern Stories through a YouTube Channel, National Public Radio, Stitcher Radio, and Social Media.