One of Texas’ oldest family-owned ranches is building a new legacy. H. Yturria Ranch, the storied 14,000-acre South Texas landmark in Raymondville, has launched H. Yturria Ranch Mercantile, a luxury lifestyle brand featuring apparel, accessories, and home décor rooted in the “gateway to the Valley.”

The collection, now available online, blends classic Western style with contemporary design. Fashion items include delicate floral-stitched blouses, trucker-style caps, bandana-print scarves, and hand-woven totes. Home goods range from branded wooden serving boards to a pair of cowhide pillows (one nods to the ranch's famous zebras) that could work as well in a modern farmhouse as a slick city loft.

“Every generation in my family has worked on the ranch at some point,” says founder and sixth-generation H. Yturria family member Quita Wittenbach, via a release. “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.”

Start with your favorite Wrangler cut-offs. H. Yturria Ranch Mercantile will do the rest.Photo courtesy of H. Yturria Ranch Mercantile

Founded in 1858 by Francisco Yturria, the ranch is celebrated for its long-standing commitment to sustainable land stewardship and wildlife management. The Mercantile seeks to carry that tradition forward with practical, heritage-inspired pieces that honor the property’s rugged South Texas history while appealing to contemporary lifestyles.

“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 shop the full collection online in time for holiday gifting and enjoy free shipping available on orders over $300. For now, the goods are only available in-store at Harlingen’s Velvet Magnolia (1130 US Frontage Rd), but more physical stockists are to come.