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H. Yturria Ranch Mercantile Launches Luxury Lifestyle Brand

via Business Wire

Deep-Rooted South Texas Ranch Introduces Heritage Goods, Texas Ranch Lifestyle Apparel & Ranch-Inspired Décor

H. Yturria Ranch, one of Texas’ oldest and most iconic family-owned ranches, proudly unveils H. Yturria Ranch Mercantile, a luxury lifestyle brand inspired by 167 years of South Texas heritage. The new line features Texas-made apparel, handcrafted ranch accessories, and refined home décor rooted in the spirit, history, and rugged beauty of the ranch’s 14,000 acres in Raymondville.

H. Yturria Ranch Mercantile is now available at ShopHYTurria.com and, beginning Saturday, Dec. 13, in-store at Velvet Magnolia (1130 US Frontage Road, Harlingen, TX 78550). The debut collection offers a curated mix of Western lifestyle meets modern apparel, home goods, and custom pieces inspired by the legendary Yturria family legacy.

“Every generation in my family has worked on the ranch at some point,” said founder Quita Wittenbach, a sixth-generation member of the H. Yturria family. “After working on the ranch for 23 years, I realized how difficult it was to find quality, well-fitting, stylish ranch-lifestyle apparel that I was proud to wear. I’m thrilled to fill this gap in the market and offer fashionable ranch and hunting goods for both women and men.”

Founded in 1858 by Francisco Yturria, H. Yturria Ranch remains a landmark of South Texas ranching tradition, known for its deep ties to wildlife management and sustainable ranch conservation heritage. Today, the Mercantile reflects the ranch’s longstanding commitment to land stewardship, conservation, and the rugged beauty of South Texas.

Created to honor its heritage, H. Yturria Ranch Mercantile features beautifully crafted, practical goods designed for everyday wear and adventure. The collection includes:

  • Texas ranch lifestyle apparel - blouses, shirts, outerwear, and heritage-inspired clothing
  • Ranch-inspired accessories & home décor - home and kitchen goods rooted in ranch tradition
  • South Texas-style hats, jewelry, scarves, and bags
  • Custom merchandise from the H. Yturria Ranch
  • Classic, rugged pieces built to last and meant to be lived in

Every item reflects the ranch’s South Texas style and is made with intentional craftsmanship, timeless materials, and modern comfort.

“I’m incredibly proud of our family for preserving the ranch’s legacy while continuing to innovate,” Wittenbach added. “H. Yturria Ranch Mercantile lets us share our heritage in a new way with the ranching community and anyone who appreciates authentic, heritage-driven design.” Customers can enjoy free shipping on orders over $300, making it easier to explore the brand’s full range of apparel, accessories, and home goods.

About H. Yturria Ranch Mercantile

Founded by sixth-generation family member Quita Wittenbach, H. Yturria Ranch Mercantile offers thoughtfully crafted heritage goods rooted in South Texas style, allowing customers to connect with the ranch’s storied past and carry its tradition forward. The brand blends Western lifestyle with modern design, offering apparel, accessories, and home goods inspired by the rugged beauty and conservation legacy of H. Yturria Ranch.

For more information or to shop the collection, please visit https://shophyturria.com/

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