NEW BERN, N.C., [Oct. 15, 2026] – Heritage Western Store at King & Lasso welcomed hundreds of guests during MumFest weekend for its grand opening.
King & Lasso staff spent months transforming the historic Bynum’s Drug Store building, at 240 Middle St., into a curated western store.
Along with our selection of King & Lasso merchandise, Heritage has a range of classic western brands, like Ely Cattleman, Wrangler, Kimes Ranch and Rodeo King.
The store also has a large selection of cowboy boots from brands like Dan Post, R. Watson and Hyer, and a boot room in the back is lined with exotic options such as caiman belly and full quill ostrich.
Deion King, owner and founder of King & Lasso, attended hat shaping school before the grand opening to provide professional hat shaping techniques, fitting and styling for customers.
To schedule a hat fitting appointment with King visit the Heritage Western Store website.
Heritage is a combination of the western culture that King loves and merchandise that he hopes other people will enjoy.
“I wanted to create a western store that feels different from anything else in downtown New Bern,” King said. “I want people to discover things they weren’t expecting and leave feeling like they found something they can’t get just anywhere.”
Some customers who visited on opening day, Oct. 9, were following the store’s progress and waiting to step through the doors to purchase a new pair of cowboy boots or a perfectly fitted cowboy hat. Others wandered in and got their first taste of western culture from King and the rest of the Heritage staff.
Although boots and hats were flying off the shelves, our best seller during opening weekend was King & Lasso’s Howard Matthews T-shirts. These T-shirts were made in honor and memory of Matthews, who was known by many as The Music Man of New Bern.
King, who cherished Matthews and their friendship, said it was heartwarming to see so many people join King & Lasso in remembering the late Howard Matthews.
Our Howard Matthews T-shirts, in three different designs, are still on sale at Heritage Western Store, which is now open Monday through Saturday from 10 a.m. to 8 p.m., and on Sunday from noon to 5 p.m.
About King & Lasso: Founded in 2023 by Deion King, King & Lasso began as a western fashion brand. The company has since expanded into the world of development and real estate, with a focus on enhancing the New Bern community through property development and community engagement.
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Contact: Caramia Valentin, communications and public relations specialist
Email: caramia@kingandlasso.com
Phone: 252-631-0438