Rujo Boots grew February net sales 50% while returns fell from 28% to 5%
Rujo Boots makes premium Western boots and sells them direct online. As Rujo’s primary marketing consultant, Woods Marketing runs the promotional calendar, email and SMS, paid search and social, site conversion and creative. In fiscal February 2026, net sales reached $370,472, up 50.4% on last year and 39.5% over forecast, and only 4.7% of sales came back as returns, down from 28.2% a year earlier.
$370,472
down from 28.2%
147,755
up from 39.3%
Fiscal year to date, net sales are up 55.3% and gross margin dollars are up 93.6% on last year. Figures are from Rujo’s February FY26 end-of-month report.
Growth that keeps its margin
Western boots are a high-ticket, high-return category. A year earlier, returns had taken back 28.2% of February’s gross sales, so a strong month on paper could shrink by more than a quarter by the time the boots came home.
The goal was to grow demand without giving it back in returns or in blanket discounting: more of the right customers, buying the right boot, from offers planned day by day against a forecast.
Bigger month, healthier sales
Net sales
Return rate
Site sessions
Gross margin
Where February revenue came from
| Channel | Revenue | vs January | Conversion rate |
|---|---|---|---|
| Paid search | $49,527 | +33% | 1.19% |
| $41,554 | +11% | 0.98% | |
| Paid social | $33,920 | +41% | 0.20% |
| SMS | $27,905 | +31% | 0.75% |
| Paid shopping | $14,259 | New this month | 0.55% |
| Affiliates | $10,526 | +199% | 2.07% |
GA4 channel revenue is gross demand and does not tie exactly to net sales.
Owned channels did more with the same list
Email conversion rose from 0.69% in January to 0.98% in February, and SMS from 0.61% to 0.75%. Together they brought in $69,459.
Conversion rate dipped as traffic surged
Sessions grew 62.8% but site conversion fell to 0.81% from 1.17%. Orders still rose 12.8% to 1,195, so the new traffic is buying, just at a lower rate.
A planned offer for every day of the month
Built the calendar around products, not blanket discounts
27 of February’s 31 days carried a planned offer, each tied to a style or material: 30% off Ostrich, 30% off Caiman, a one-day BOGO on pearl snap shirts, a 40% flash sale on The Leo. Every day had its own forecast.
Gave subscribers offers nobody else got
Exclusive offers gave subscribers a reason to stay on the list. A one-day, SMS-only 40% off three best sellers brought in $16,704, 271% over its forecast.
Added paid shopping and grew affiliates
Paid shopping launched in February and added $14,259, while affiliate revenue roughly tripled on January.
Reported every week against forecast and last year
A weekly and month-end recap tracked demand, margin, returns and every campaign, so the next week’s plan started from what actually sold.
Source: Rujo Boots February FY26 end-of-month report (Jan 25 – Feb 28, 2026), including the topline recap, GA4 channel performance, daily sales and campaign recap. Return rate is returns as a share of gross sales. Year-over-year comparisons are to fiscal February 2025.
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