Rothy’s CMO Jamie Gersch on opening 6 stores in 3 months

As CMO of San Francisco-based Rothy's, Jamie Gersch is fueling sustainability-focused innovation in fashion. With a rich background in retail, including roles at Old Navy and Gap, Gersch brought a wealth of experience and a fresh perspective to Rothy's when she joined in 2022.

Following its inception in 2012, Rothy's made its mark by turning plastic waste into stylish, comfortable shoes. And, in recent years, the brand has expanded its product assortment to include bags and other accessories, while maintaining its commitment to sustainability. Rothy's has 3 million customers through 20 retail stores and e-commerce in 19 countries, plus the vertically integrated company operates its own factory in China. In fiscal year 2022, the last year before it went private, Rothy's net revenue was $183 million, with annual revenues consistently over $150 million.

Gersch has been instrumental in the brand's growth by focusing on innovative marketing strategies, enhancing the brand's digital presence and expanding its physical retail footprint.

Under Gersch's leadership, Rothy's has relaunched its website to better tell its sustainability story. Plus, her approach to tapping into authentic communities and leveraging experiential marketing has driven significant engagement and brand loyalty. 

Rothy's commitment to sustainability is evident in its production processes. The brand uses a unique 3D knitting technology to create its shoes, minimizing waste and maximizing efficiency. This method allows Rothy's to produce shoes that are not only environmentally friendly but also durable and comfortable. The company has recycled millions of plastic bottles to create its signature thread, transforming waste into high-quality, stylish products.

The brand's retail strategy includes opening new stores in key markets — it recently opened a location on New York City's Flatiron neighborhood. By providing consumers with the opportunity to experience Rothy's products in person, the brand strengthens its connection with its audience and showcases the tangible benefits of its sustainable practices. It has plans for further expansion. 

On the latest episode of the Glossy Podcast, Gersch discusses Rothy's current initiatives and future direction, including the launch of its new summer footwear lines, its international expansion, its experiential marketing and its relaunch of rothys.com.