Rothy's Scales from DTC Startup to $1B+ Exit

“The Anatta team is experienced across all major platforms as well as the broader eCommerce business perspective. Anatta's work and efficiency are top-notch.”

Stephen Hawthornwaite

Co-Founder, Rothy's

Impact

From $0 to Unicorn

Rothy's scaled from $0 to $220M in annual revenue during their engagement with Anatta, culminating in a $1B+ acquisition.

Extendable Technology Stack

Throughout Rothy's fast growth, the brand leveraged Shopify infrastructure to keep extending its stack, expedite complex initiatives, and run an optimization program of 400+ CRO tests.

Unified Commerce Unlocked

Rothy's expanded into Canada, the UK, and Australia, and opened 31 retail locations on one unified commerce foundation.

The Challenge

Rothy's Needs A DTC Experience Capable of Disrupting the Footwear Industry

Rothy's, a start-up in its earliest stage, had an ambitious vision: disrupt the women's footwear industry with stylish flats made from recycled water bottles. While the concept was groundbreaking, it needed a channel that could help its products break into the mainstream. Turning to DTC as that channel, Rothy's leadership approached Anatta for advice.

With revenue effectively at $0, Anatta got Rothy's online with a basic Shopify store, optimized for performance and user experience best practices. Soon after Rothy's was live, however, the brand went viral.

What started as a small first step into the market became a marathon of growth and expansion. As Rothy's began to scale fast, critical needs emerged just as quickly. The brand needed a technology partner who could:

Build and scale their eCommerce presence
Support rapid product launches and market expansion
Enable sophisticated optimization and testing
Facilitate international market entry
Maintain website speed and performance during hypergrowth

The Rothy's eCommerce experience shown on a laptop, with product detail page and cart

The Solution

Anatta's Scalable Digital Product Teams

Rothy's challenges required more than technical expertise, and there was no time to build an internal team. So Anatta launched its flexible partnership model, one that would evolve alongside Rothy's growth. Deploying cross-functional product teams, Anatta supercharged Rothy's ability to take on complex roadmaps.

Cross-Functional Product Teams

Anatta’s two core pods split the work along the seam that mattered. The Site Experience pod carried front-end development leadership, UX optimization, performance monitoring, and brand consistency alignment. The Operations pod took backend systems management, enterprise integrations, data synchronization, and warehouse connectivity.

Enterprise Systems Integration

The foundation of Rothy's ability to scale lay in its enterprise systems integration. Anatta architected a unified commerce foundation that went far beyond standard eCommerce capabilities.

A custom middleware layer orchestrated communications between six warehouses, while the SAP ERP implementation provided the operational backbone for the business. The deployment of Shopify POS across 31 retail locations unified the brand's experience across channels. And a sophisticated returns management system streamlined post-purchase operations.

Global Commerce Capabilities

International growth needed more than translated storefronts. Anatta built multi-market deployment with localized checkout experiences, unified inventory management across regions, cross-border compliance handling, and regional fulfillment optimization.

The Results

A Playbook for Acquisition Success

The partnership demonstrates how strategic technical investments lay the groundwork for exceptional business outcomes. By building enterprise-grade capabilities that scaled with Rothy's growth, Anatta helped establish the infrastructure that would ultimately support Rothy's journey to a $1B+ valuation.

From $0 to $220M, and a $1B+ Acquisition: Rothy's scaled from effectively no revenue to $220M annually during the engagement, and went on to a $1B+ acquisition.
72 Products Across 4 Categories: Launched on a foundation built to absorb a fast product cadence.
400+ Optimization Tests: Alongside 2 platform migrations, 6 site redesigns, and 58 app and system integrations.
99.9% Shopify Uptime, Through Exponential Traffic Growth: The architecture held as demand compounded and new markets came online.
Retail and International, on One Foundation: 31 retail locations on Shopify POS, plus storefronts in Canada, the UK, and Australia.

Looking Forward

Rothy's exit closed the arc that began with a basic Shopify store and effectively no revenue. The unified commerce foundation built along the way is what let each of those expansions happen without a rebuild.

Anatta cares a lot. Anatta will help you think through what you need as a business; they won't just replicate something that they've done before in a plug-and-play manner. Anatta is an agency — a partner — that I felt could really be an extension of my team.

Matt Gehring

Former SVP of Growth Marketing, Rothy's

Rothy's Scales from DTC Startup to $1B+ Exit

Impact

Rothy's Needs A DTC Experience Capable of Disrupting the Footwear Industry

Anatta's Scalable Digital Product Teams

A Playbook for Acquisition Success

More Anatta Success Stories