Rothy’s, the San Francisco-based sustainable footwear brand, is making strides in international retail with its new pop-up shop at Liberty London. This 2,839-square-foot space showcases the brand’s signature machine-washable flats alongside other popular styles, including the $159 square-toed Mary Janes and trendy clogs. The pop-up, launched amid a global retail push, marks Rothy’s first physical presence in Europe after a year of challenges including a sales dip and a leadership shake-up.

Founded in 2016, Rothy’s specializes in environmentally friendly shoe options crafted from recycled plastics. The brand, which currently has 23 locations in the U.S., aims to open a permanent store in London and other pop-ups across Europe and Latin America. This expansion is part of a broader strategy to recover from a reported 20% sales drop in late 2023 and to increase brand awareness internationally.

Leadership changes also characterize this transition period. After founders Stephen Hawthornthwaite and Roth Martin stepped down, the company appointed former Old Navy executive Jenny Ming as CEO, signaling a fresh strategic direction. Rothy’s president, Dayna Quanbeck, who joined the brand in 2019, emphasizes the shift towards brick-and-mortar retail as a means to cultivate brand loyalty and engagement, particularly with younger shoppers excited about the ongoing “balletcore” trend.

Rothy’s in-store revenue rose 10% to $85 million in the first half of 2024, with net profits reaching $4 million, a significant improvement from the previous year. As the brand navigates this pivotal phase, it remains committed to enhancing its retail footprint to complement its robust e-commerce business, which now constitutes 84% of total sales. This hybrid model not only boosts visibility but also enhances customer acquisition, offering a promising outlook for Rothy’s in the global marketplace.