EXCLUSIVE: Rothy’s Opens an NYC Flagship Store That Includes a Water Refill Station

Rothy’s is forging ahead on its retail expansion with the opening of a new flagship store in Manhattan’s Flatiron neighborhood.

The 1,880-sq.-ft. store, which officially opens Friday at 140 Fifth Ave, marks the sustainable shoe brand’s sixth store opening in the last three months and its third and largest location in New York City.

“This is a store that really represents the heart and soul of our brand and who we are today,” Rothy’s president Dayna Quanbeck told FN in an interview. “It’s got an amazing representation of the breadth of product that we carry, the innovation, our sustainability messaging — and it’s warm and inviting. It’s a place you want to hang out.”

In addition to featuring the brand’s messaging and products, the new store includes a streetside water station for passersby to refill their reusable bottles, in line with Rothy’s mission to help end single use plastics. The station will be open through July 14, with a plan to eventually make it a permanent fixture at the store. Rothy’s is also giving away refillable Hydro Flasks this weekend for the first 250 customers who come in and swap a used plastic bottle.

Inside, the store is decked out with upcycled art displays — including a large installation made of raw cotton and Rothy’s liability yarn threads — that tell the brand’s sustainability story. Rothy’s says it has turned more than 179 million plastic bottles into its signature thread and has repurposed more than 629,000 pounds of ocean-bound plastic.

According to Quanbeck, the new location can capitalize on the high foot traffic and visibility from locals and tourists on 5th Avenue as more consumers come out to shop in stores.

“Particularly where our store is, there is so much retail happening,” Quanbeck said. “It’s actually a really exciting several blocks.”

Rothy’s currently operates 23 stores across the U.S. and plans to open at least two more stores this year in California and Texas. In 2023, Rothy’s reported a 37 percent increase in retail sales from physical stores. This channel, Quanbeck said, continues to be a source of growth for company. She believes the sweet spot for the brand’s store presence will likely ultimately be somewhere between 50 and 75 stores.

“We’re opening in markets that we haven’t been” Quanbeck said. “And we’re seeing a lot of customers discover the brand this way for the first time ever.”

In addition to stores, Rothy’s still operates a robust digital business and this year entered the wholesale channel with partners like Amazon, Anthropologie and Nordstrom. The brand also ships internationally to 16 countries, including Mexico, Canada, Australia, France, Germany, Ireland, Italy, England and more.

“As we look at the growth and expansion plans for the next three years, we’re just getting started now,” Quanbeck said. “And we’re going to continue to fuel those initiatives going forward.”