Rothy’s, the San Francisco-based footwear brand known for its knit flats, is making strides in its global expansion efforts. On Monday, the company opened a 2,839-square-foot pop-up store in the luxury department store Liberty London. This marks Rothy’s first physical retail presence overseas, featuring their classic ballet flats and new styles like Birkenstock-esque clogs and square-toed Mary Janes. These products are also available on Liberty’s e-commerce site.
Dayna Quanbeck, Rothy’s president, announced plans for a permanent standalone store in London and additional pop-ups across Europe and Latin America. The brand, which operates 23 stores in the US, started shipping to 20 countries this year, including the UK, Germany, and France.
This international push comes during a transitional phase for Rothy’s. Founders Stephen Hawthornthwaite and Roth Martin stepped down earlier this year, with former Old Navy executive Jenny Ming taking over as CEO and Quanbeck stepping in as president. The leadership change follows a challenging year in 2023 when the brand experienced a 20 per cent sales drop in the third quarter and ended the year with a 1 per cent revenue decline to US $ 180 million.
In response to these challenges, Rothy’s has intensified its physical retail strategy in the US, opening six new locations this year, including a flagship store on Fifth Avenue in New York. The company plans to operate up to 75 stores in the US while growing its international presence.
This strategy aligns with a consumer trend favouring in-person shopping, particularly among younger shoppers. The brand has benefited from the “balletcore” trend, boosting in-store sales by 16 per cent and overall revenue by 10 per cent in the first half of 2024. With a footprint of 23 stores, Rothy’s has found physical locations to be a primary driver of new customer acquisition, reducing reliance on digital advertising. E-commerce now accounts for about 84 per cent of sales, down from 98 per cent in 2019.
“We’re focused at Rothy’s on brand-led global growth,” said Quanbeck. “We’re seeing a lot of momentum in the UK and wanting to fuel that momentum and grow our brand there.”
