Rothy's Hit $211 Million in Sales After Ditching Pure DTC for Stores and Wholesale

Rothy’s Hit $211 Million in Sales After Ditching Pure DTC for Stores and Wholesale

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8.28.2026

Quick Facts

Rothy’s grew sales 17% to $211 million in 2024, posting positive EBITDA with margins above 10%
The brand added nine stores in 2024, bringing its total to 26 U.S. locations, with plans to reach 50 to 75 stores
Wholesale partners now include Anthropologie, Bloomingdale’s, Amazon, and Nordstrom

Rothy’s recorded its best year in company history in 2024, growing revenue 17% to $211 million and posting positive EBITDA with margins above 10%. The sustainable footwear brand outperformed a flat U.S. footwear market, according to data from Circana.

The turnaround came under CEO Jenny Ming, who took the helm in January 2024. Ming co-founded Old Navy and later served as CEO of Charlotte Russe. She replaced co-founder Stephen Hawthornthwaite, who remains chairman of the board.

Ming’s first move was cutting costs line by line. She rightsized the marketing budget and eliminated discretionary spending. But she was clear that cost-cutting alone does not build a company. “The main thing is, driving profitability is really in revenue. You have to be growing your sales in order to really be profitable,” Ming said.

From 99% Online to an Omnichannel Business

When Rothy’s launched in 2016, nearly all its revenue came through its website. Today, about 70% of sales are online, with the remainder split between stores and wholesale partners. That shift did not happen by accident.

President Dayna Quanbeck said staying purely digital was not a viable long-term path. “If we were just digitally native forever and ever, you really just can’t get there with the cost of acquisition, with the cost of just showing up these days,” Quanbeck said. “Honestly, it’s impossible.”

Comparable store sales grew 20% in 2024. Rothy’s added nine new locations during the year, growing its brick-and-mortar fleet by roughly 50% to 26 stores across the United States. Half of all customers who walk into a Rothy’s store are new to the brand.

The brand opened its first store in 2018, a 336-square-foot space in San Francisco. It has since found that a larger format works better. The average store across its current fleet runs about 1,567 square feet.

Wholesale Tests Gain Traction

Rothy’s began testing wholesale in 2024 with a small group of partners: Anthropologie, Bloomingdale’s, Amazon, and Nordstrom. The Nordstrom partnership launched toward the end of the year.

Quanbeck said physical retail has not pulled sales away from other channels. “The stores have not cannibalized one another. The whole market has grown,” she said. “Two to three great stores in a market really grows our brand in a way that’s hard to do just online or in just one store.”

What Comes Next

Rothy’s is targeting 50 to 75 U.S. store locations over time. In 2025, the brand will focus on expanding in the South, with a Houston location already planned. The team also wants to build deeper market presence by clustering multiple stores in key cities.

On the international front, Rothy’s is exploring wholesale partnerships outside the U.S. The brand has repurposed more than 165 million single-use plastic bottles into its knit footwear since launching, using proprietary 3D knitting technology that produces virtually no fabric waste.

The company’s trajectory offers a clear signal to other DTC brands: physical retail and wholesale, when executed with discipline, can drive growth that digital channels alone cannot sustain.