Rothy’s Built a Billion-Dollar Brand. Now It’s Reworking the Shoe That Put It on the Map
A decade after launching The Point, Rothy’s is updating the best-seller—and using it to make a larger bet on long-term growth.
Rothy’s CEO Dayna Quanbeck. Illustration: Inc; Photo: Rothy’s
For its 10th anniversary, billion-dollar sustainable lifestyle brand Rothy’s is returning to the product that helped define the company from the start—and giving it an update.
Rothy’s is launching the third generation of The Point, its machine-washable pointed-toe flat, now updated with new materials, added cushioning, and a more modern silhouette. The shoe has long been one of the brand’s signature styles, worn by celebrities including Meghan, Duchess of Sussex, Emma Roberts, and Mandy Moore. Marie Claire once described The Point as a sophisticated shoe that could bridge office wear and casual style—“the shoe that can do both.”
To mark the launch, Rothy’s is rolling out
To mark the launch, Rothy’s is rolling out a marketing campaign called “Point of View,” featuring 16 notable women across creative and professional fields, including actor Mamie Gummer, sports journalist Malika Andrews, and novelist Coco Mellors. Each participant answers the same question: “What do you know for sure?” Their responses are personal and presented in their own words.
Dayna Quanbeck, Rothy’s CEO, tells Inc. the campaign is meant to reflect the range of people who have made the brand part of their everyday lives.
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“Our customer base is super diverse. She’s a corporate executive, running to a board meeting and running to an investor meeting. She’s a mom going to soccer. She’s an artist. She’s a photographer. She’s a chef. She’s everything,” Quanbeck says. “All of those women can be wearing the same shoe, styling it to their life.”
Why Rothy’s isn’t chasing every opportunity
Revamping a 10-year-old bestseller reflects a broader strategy
Revamping a 10-year-old bestseller reflects a broader strategy at Rothy’s: move quickly enough to stay relevant in a fast-changing consumer market, while resisting the pressure to chase every new opportunity.
Quanbeck, who joined the company seven years ago and stepped into the CEO role in January, says her focus is on building a brand capable of sustaining growth over the long term. That means protecting the style, comfort, and sustainability that helped Rothy’s build a loyal customer base in the first place, even as the company expands.
Source: www.inc.com
