Chelsea and Cole DeBoer are no strangers to risk. It takes a strong stomach to be vulnerable and star in a home improvement show on HGTV, but there’s a whole other level of guts involved in going into retail these days—and to do it in an off-the-beaten-path market where foot traffic isn’t guaranteed. But that’s exactly what the couple did in 2024, a year and a half after their series debuted. To hear the DeBoers explain it, though, opening a brick-and-mortar space not subject to the whims of a TV network felt like the most solid decision they could make for their business. They chatted with BOH about the monumental growth of the Sioux Falls suburb of Tea, surviving South Dakota winters, and the expansion plans they can’t help but dream up.
Tell me about your backgrounds in design.
Chelsea: When Cole and I first got together, I had a house with [my daughter] Aubree. Then Cole came in, and I remember saying, “I really wish I could have new floors.” He said, “Oh, I can easily do that.” Heck yes! We started doing small projects here and there, and my mind went crazy. I got excited about making changes.
Cole: When we first got together, I had zero style. She knew what was pretty and what went together, but I could actually do it. It’s the perfect combo.
Chelsea: Years went by, and we decided to [build] a house from the ground up, which is our house now. We had so much fun doing it together, I wanted to keep doing this.
Cole: You know there’s a problem when you [finish] building a house and you’re like, “Well, should we build another one?”
Why did you want to go into retail when you did?
Chelsea: I am such a fan of retail. There’s something about going into a store in person. Don’t get me wrong—I am an online shopping queen—but a local business has such a different feeling. We always wanted to start something that was ours, aside from TV. And we wanted to put down roots in our area. That was really important to us.
Cole: At the time, we had all these projects going on and we were just talking, like “It would make more sense if we could source things ourselves.” We were having trouble finding things we liked. We felt, “Let’s just create our own [resource] and that way we know we can get it.”
How would you describe the vibe of the store, and how related is it to your general aesthetic?
Chelsea: “Cowboy contemporary” is definitely our vibe. We always have cowhides and things that are very Western, but it’s really important to have pieces mixed in that anyone could put in their home. I love the Western, cabin, lodgey feel, but I also like modern. There’s something for everyone.
Cole: Our personal style is rugged and lived-in, cozy, comfortable. It’s used, it’s warm. It’s not like you can’t touch things.
And what is the town of Tea like? I read it has grown 50 percent in the last five years!
Chelsea: Our store is right outside of Sioux Falls. I had family living in Tea when I was growing up, and it was just the teeniest town ever. It’s grown so much, and it’s growing every day. If I haven’t been to the store in two days, I’ll come in and be like, “What is that new building?” It’s developing so much, and it’s been cool to be a part of it.
Cole: We’re at the store today, currently [talking to you] in the parking lot in the back. Where we’re sitting—I remember years ago, my buddies and I tried to get permission to duck-hunt here because this is where all the ducks were, and now I’m looking at buildings.
Who is your typical customer? Are you ever dealing with designers, or is it just normal folks off the street?
Chelsea: It’s both. We’ll have other designers come in to shop for a space they’re working on, but random people stop in who seem to know our vibe already. We get a lot of people who were traveling by, and they’ll pop in because they heard about it on social media or saw the show. A lot of husbands come in for their wives. Their wives send them in when they’re in Sioux Falls, and we love that.
Tell me about your sourcing process.
Chelsea: I love going to markets when we can, because they are so fun. But I am a professional online shopper, as I mentioned. I am doing research all the time, and I love buying handmade things from smaller businesses. My team is constantly annoyed by my texts, “Oh my God, look at this Instagram. She’s amazing. We need to order from her.”
Who’s a beloved vendor of yours?
Chelsea: It’s hard, because I swear I have a new favorite every single day. I really love Selbrae House. [They produce] leathers with pheasants lasered into them. I love the quality of everything that they do.
What about your favorite items in the store right now? The things you want to steal for your own home?
Chelsea: I am obsessed with our furniture selection. We have some classic, timeless pieces, but also some really unique pieces. Every time we get in a new piece of furniture, I’m like, “Cole, we need to redo our entire living room.” He has to shut me down every time.
Cole: [It’s] wall art for me, and also our longhorns and all our cowhide stuff.
Chelsea: I swear there’s not one single day that I don’t leave our warehouse or the store without at least a pillow.
Cole: I don’t think she’s buying for the store.
What’s the product or category that flies out the door?
Chelsea: Cowhide anything. It’s something we’re known for: People come in and go directly there. It’s something we’re constantly reordering. It’s so fun because every single one is unique, and they work in every space—for a modern home or a super rustic one. I just love the texture.
Cole: Every time I look, our longhorn wall is empty.
What is your e-commerce strategy, and who manages that?
Chelsea: It took us a year to get ready for that, because so much more goes into it than we initially thought. It’s a lot of work, but it’s been a game changer, and it was important to me from the beginning to reach people who aren’t here or can’t come here. We have a small team, just a couple of people at our warehouse, and a great photographer who’s one of my best friends. Our team is so small but I love that we’re all so tight-knit, and we respect each other and work really efficiently.
Cole: Small but mighty. We do all of our own fulfillment, and even I do a lot behind the scenes online. You don’t really realize how much you have to dive into.
Yes, I was wondering how difficult it was to find staff in such a small town.
Chelsea: We’ve been very fortunate. A lot of our team is people we already knew before, or were friends with before. One of our employees is my teacher from aesthetician school. Maybe that’s something to do with a very small town—you just always stay connected, and everyone knows everyone. So we haven’t had any issues so far, and fingers crossed that’s how it is from here on out.
What are some of the challenges of operating there?
Cole: We don’t have foot traffic, ever, because there’s really nothing they could need to walk around to. You’re just hoping people are planning to come to you as a destination, and that they know about the store.
Chelsea: They definitely have to plan to come out here. Another thing is that our weather is so crazy that the winter months are definitely a bit slower, because nobody wants to leave their house when it’s minus 15 degrees. We have to plan for that, and know the winter months are going to be a little rough. Thankfully, it’s 75 today, and we’re loving it. People are out and about.
What are some of your dreams for the future of the business?
Chelsea: I have so many. My mind goes crazy, like “We should do another location here, or here, or here.” I have to sit myself down and be like, “I actually don’t want to grow too fast or spread ourselves too thin.” I really want to be the best at what we do now. I would love to do little pop-ups in Nashville or Jackson Hole. Ultimately, this is our home base right now. We can make this the best of the best.
Cole: I want to grow as big as we possibly can with what we currently have. We have such a well-oiled machine. I want to continue doing TV, because we just have a blast. We love meeting people, we love doing projects, and we have the best time doing it together.
What’s your favorite kind of day in the shop?
Chelsea: When I get to spend a day at the store and actually see people who are taking time out of their day to come through our doors and see our spot. There’s something about that which will never get old. It just means so much. People supporting you—you can never get over that. It’s so cool to see in person.
Cole: We’re working at the store today and have people come in like, “They’re actually here!” It brightens your day.
Chelsea: They’re excited to see you there. It’s one thing to get a “like” on Instagram—that feels good too. But seeing these people supporting you in person is such a great feeling.
