On a crisp January morning, Roger Leahy is soaking up the Florida sunshine while talking shop over Zoom. The co-owner of luxury sheepskin and outerwear brand Overland has reason to relax. The family business, founded by Leahy’s parents in New Mexico in 1973, recently expanded its retail footprint by 21%, adding four new stores over the past year. While e-commerce accounts for roughly half of Overland’s sales, the brand has been quietly and deliberately growing its brick-and-mortar presence across the US. New locations in Traverse City, Michigan; Chagrin Falls, Ohio; Lake Placid, New York; and Rapid City, South Dakota, have opened in just the last few months. Still, Leahy insists he’s a “small-town” guy and has little interest in planting flags in major metro areas. Instead, Overland’s stores tend to show up in vacation destinations like Aspen, Colorado; Napa, California; and Santa Fe, New Mexico, (its most successful location to date.) According to Leahy, the brand’s sweet spot is consumers discovering—or rediscovering—Overland while traveling. “We do have some demographic software that can help track the traffic and visitors…but we’re basically picking stores just in towns that we think are really towns that represent our brand well,” Leahy told Retail Brew. So far, the strategy appears to be paying off. Overland has posted double-digit growth every year since 2020 and plans to open additional stores in 2026. In an exclusive chat with Retail Brew, Leahy explained why the brand continues to resonate with customers and why it remains intentionally frugal even as it scales. Keep reading here.—JS | 
