Quick Facts

• Rothy’s revenue grew 17% in 2024 to $211 million, with same-store sales up 20% and EBITDA margins above 10%.
• The brand launched its widest-reaching campaign ever, featuring 16 women across out-of-home, print, social, and Substack partnerships.
• Wholesale now accounts for just under a third of total revenue, up from near zero when Rothy’s was a direct-to-consumer-only brand.

Rothy’s is turning 10 with a campaign it calls the biggest in company history, a third-generation relaunch of its signature shoe, and a business that looks nothing like the DTC startup it was in 2016.

The San Francisco footwear brand has grown to $227.7 million in revenue across 40 stores. It now sells through Nordstrom, Anthropologie, Amazon, Bloomingdale’s, and international retailers including Le Bon Marche in Paris. A company that once generated roughly 99% of its revenue online now does about 70% of sales through its website, with the rest split between stores and wholesale partners.

The Campaign

The new campaign, titled ‘Point of View,’ features 16 women including ESPN host Malika Andrews, actress Nathalie Love, and music producer Julianne Jordan. The campaign spans video, social content, print, out-of-home billboards, and sponsored Substack newsletters.

Rothy’s partnered with five Substack writers for the campaign, including Emily Sundberg of Feed Me and Erika Veurink of Long Live. The brand has no Substack of its own but has built a presence on the platform through newsletter sponsorships and in-person events.

‘In terms of medium and media, this is our most-wide-reaching campaign ever,’ said Anna Dore, Rothy’s VP of Brand and Communication. ‘We have some incredible large-scale elements like out-of-home billboards and print ads. We’re also tapping into newer channels like Substack.’

The brand deliberately skipped traditional influencers. The 16 women featured are artists, photographers, writers, and ceramicists. Each answered the question ‘What do you know for sure?’ in ways tied to their specific work and lives.

The Product

Alongside the campaign, Rothy’s is launching the third generation of The Point, its machine-washable pointed-toe flat. The updated shoe features new materials, added cushioning, and a more modern silhouette. It launches in a dozen new colors, with exclusive colorways available at Nordstrom.

The Point has been worn by Meghan, Duchess of Sussex, Emma Roberts, and Mandy Moore. It remains one of the brand’s core styles and anchors the anniversary push.

The Business Model Shift

Rothy’s added nine stores in 2024, growing its physical fleet by roughly 50%. Its first store opened in 2018 at 336 square feet in San Francisco. The average store across its current fleet runs about 1,567 square feet.

CEO Dayna Quanbeck, who took over from Jenny Ming in January 2026, has been direct about why the company expanded beyond its website. ‘It is so expensive to acquire customers online,’ Quanbeck said. ‘Where you really find scale and you really find profitability is where you can leverage your fixed costs, which is stores, really, and wholesale.’

Rothy’s tripled its wholesale business as it expanded its Nordstrom partnership nationwide. Wholesale now accounts for just under a third of total revenue.

The company posted positive EBITDA for the full year 2024 with margins above 10%. The U.S. footwear market was flat in 2024 compared to 2023, according to Circana. Rothy’s grew 17% in that same period.

Sustainability as Brand Identity

Rothy’s has converted more than 225 million single-use plastic bottles into its signature thread. Its knit-to-shape manufacturing process generates less than 1% upper material waste, compared to 25% to 50% in conventional shoe production.

Dore said the brand’s anniversary push is as much about communicating values as selling product. ‘Whether we’re on a shelf in Le Bon Marche or on a table in Nordstrom, we want the customer to know what we stand for, which means taking a more editorial approach to marketing,’ she said.

Read more: At its 10th anniversary, Rothy’s is launching its biggest campaign yet