Fort Western Stores Launches Mobile Optimized Website

Fort Western Stores launched a mobile friendly version of its online store. The leading Western wear outfitter is now able to better serve customers accessing its website via smartphones and tablets.

Lincoln, NE, July 25, 2012 --( Fort Western Stores, Nebraska’s largest Western wear outfitters, released a mobile optimized version of its online store for smartphones and tablets to accommodate the rapid increase in mobile traffic to their site.

Fort Western customers may shop from their smartphone or tablet for western wear and western lifestyle products including cowboy boots, cowboy hats and even saddles. When a customer visits Fort Western’s website, the site detects which type of mobile device the customer is using and whether the device is being held vertically or horizontally and automatically adjusts the content to fit the size and orientation of their screen.

Fort customers will see a slightly different version of the full website on their smartphone. The mobile version of the site is optimized so that it loads faster, text can be read more comfortably, and buttons are larger and easier to use on a touchscreen --yet it still offers the same advanced features as the full site including a powerful search tool, gift registry, order tracking, and online customer service chat.

“Fort customers have always been able to shop our secure site on their smartphones but not without pinching and scrolling to increase the button and text size for readability. After seeing our mobile traffic triple over the last year, we were even more determined to offer our customers an enhanced mobile shopping experience,” said Steve Wohlfarth, General Manager of Fort Western Stores. Earlier this year, Fort Western launched a new site design, which laid the foundation for embracing mobile technology. Within a couple weeks, they were able to develop their own mobile solution based on a responsive webpage design. “Now, when customers go to our site on their smartphone or tablet, they’ll be able to instantly click on a category, view product information and checkout, with no extra effort on their part--creating a faster, more enjoyable mobile shopping experience,” said Wohlfarth.

The launch of the mobile site comes right before the busy holiday season when shoppers are searching online to find the best deals.

About The Fort Western Stores
Fort Western Stores is a national leader in Western lifestyle apparel and merchandise, located in Lincoln, NE and Nebraska City, NE. The family owned business, founded in 1972 by Carl and Shirley Wohlfarth, has grown from a 1600 Square foot retail store into a comprehensive multi-channel marketer with two retail store locations, extending its reach worldwide through a catalog and the Web. For more information on Fort Western Stores visit
Fort Western Stores
Anne Holz
(866) 843-3678