About Us

Founded in 1968 in Grand Prairie, TX by Don Motsenbocker, his parents, M.J. and Fannie, and his brother-in-law, M.P. Willis and sister, Madge. Production started in a 4000 sq. ft. building with a pad and steel cable goods line. The name Action was chosen by the founders to evoke a liveliness and boldness to meet the dealer's expectations. And meet them they did. By April 1969, Action moved to an abandoned 30,000 sq. ft. cotton mill in McKinney, TX and added saddles and leather goods to their manufacturing lines. The company's formula-name, service and product - effectively combined the only logical next step - growth. Below is Action Company's timeline of development and commitment to establish quality products at a competitive price.

    Action Company's First Catalog
    Action Company's First Catalog - 1969
  • 1970 - Action acquired a 26,000 sq. ft. former textile factory two miles away from the cotton mill, which remains its headquarters today.

  • 1973 - 10,000 sq. ft. added to warehouse.

  • 1975-1978 - Because no UPS delivery existed in Texas, Action established a network of warehouses to minimize delivery distances and shipping costs. Chattanooga, TN provided East Coast support and Sparks, NV handled West Coast sales.

  • 1975 - Entire saddle-making operation moved to Laredo, TX from McKinney, TX. Highly trained and skilled craftsmen were hired, and at that time, were producing approximately 200 saddles a week.

  • Action Company Headquarters in 1981
    Circa 1982
  • 1978 - To meet the demand of Action's strap good production, another 15,000 sq. ft. was added to it's headquarters warehouse. 20,000 sq. ft. was added to the Laredo, TX saddle plant.

  • 1981 - Simco Leather Co. of Chattanooga, TN was purchased.

  • 1985 - Tex Tan Western Leather Co. was purchased from Tandy Corp.

  • 1988 - Due to advanced shipping methods, Nevada and Tennessee operations were shut down and all production moved back to Texas.

  • 1990 - Simco acquired Longhorn Leather Company of Dallas, TX and it's subsidiary Billy Cook Saddlery. Pads continued to be constructed in Van Alstyne, TX and saddles in Greenville, TX. All other operations were liquidated and moved to McKinney.

  • We chose to keep certain acquisitions - such as Tex Tan, Simco and Billy Cook Saddlery - distinct, separate brands in order for continued success. These companies' hard work and reputation would have vanished if they were merged into Action Company.
    - Don Motsenbocker

  • 1989-1994 - With the surprisingly huge response of one child's duster coat, Action launches an apparel line producing dusters and arena jackets. In 1991 apparel contributed to 25% of Action's revenue. By 1994, the duster fad diminished and Action ceased all apparel productions.

  • Duster coat
  • 1994 - The Abetta nylon saddle was introduced, revolutionizing the saddle industry. Durable, lightweight and washable, it easily became a top seller. The first year of production more than 18,000 were sold.

  • We wanted to manufacture a light, well-made saddle on a good tree at the right price range.
    - David P. Young - COO
  • 1994 - Abetta saddles and leather goods begin to be manufactured at Action's McKinney South plant.

  • 1996 - Greg Darnall Bits and Spurs was acquired.

  • 2007 - Abetta production was moved to a 12,000 sq. ft. former newspaper print shop on the West side of McKinney.

  • 2012 - Action Company started doing business as America's Top Brands to emphasize the wide diversity of products and strong national brands.

  • Today - Greenville, TX is still Billy Cook Saddlery's and Simco/Longhorn's production location. Since 1919, Tex Tan remains in Yoakum, TX. Abetta saddles and specific leather and synthetic strap goods are manufactured at Action West in McKinney. Action's headquarters, in McKinney, TX, houses all corporate departments, shipping services and saddle pad manufacturing.