The digital native Rothy’s is now expanding into back-and-mortar stores. The woman’s online shoe brand, that makes shoes out of plastic water bottles opening stores. The initial round of stores will be located in four of Rothy’s highest penetration markets: downtown Manhattan, LA, Boston (Newbury Street), and in Georgetown, Washington, D.C.
Each store will launch with a special, one-of-a-kind shoe, the company said. (Founded in 2012, Rothy’s currently operates one small shop that is located in its San Francisco hometown.) Rothy’s shoes are made from recycled materials, including recycled plastic water bottles. The shoes — all flats, have the price range: $125—$165.
The company is a savvy marketer, particularly on social media where it has invested in advertising on both Facebook and Instagram. The brand’s profile has also been boosted by fashion influencers and icons such as Duchess of Sussex Meghan Markle, who was photographed wearing a pair of Rothy’s – which will have increased their following dramatically.
