Dive Brief:

• Rothy’s began selling its shoe and accessory products on the Amazon Fashion store on Wednesday as it looks to expand its reach, according to a company press release.

• The brand’s bestselling shoes, including The Point, The Flat and The Driving Loafer, are now available on Rothy’s Amazon storefront. Prime members will receive free shipping on Rothy’s purchases.

• The sustainability-focused company makes its products in a TRUE zero waste-certified factory. The brand so far says it has diverted over 179 million plastic bottles from landfills, according to the press release.

Dive Insight:

Rothy’s, which launched in 2016, debuted on Amazon as the brand continues to build its following.

“Like Amazon, we are obsessed with our customers,” CEO Jenny Ming said in a statement. “We are constantly looking for new ways to improve our shopping experience and be where our customer wants us to be. Now they can … shop Rothy’s in Amazon’s store as they build their basket - delivered to their doorstep with the speed and efficiency that Amazon is known for.”

The Amazon move comes as the DTC brand has been beefing up its executive ranks and making moves to expand its reach over the past year.

Ming was named CEO in January after brand co-founders Stephen Hawthornthwaite and Roth Martin decided to step down from their roles as CEO and president, respectively. Ming had been a Rothy’s board member since 2022 and was previously president of Gap, Inc. and a founding member of Old Navy. Chief Financial and Operating Officer Dayna Quanbeck expanded her role to also include president in the same announcement.

Last November, James Rogers, formerly director of sustainability at The RealReal, was named Rothy’s vice president of sustainability to oversee the company’s strategic plan to reduce its environmental impact. In 2023, Rothy’s says it became the world's first shoe manufacturer to receive both LEED Gold and TRUE Zero Waste Platinum certifications, according to the press release.

The prior year, in November 2022, a pair of merchandising and marketing veterans were hired. Heather Archibald, who had worked at Restoration Hardware, Title Nine and Gap Inc., was appointed chief product and merchandising officer, while Jamie Gersch, who worked at Gap and Old Navy, was named chief marketing officer.

Rothy’s joins other DTC brands that have recently launched on Amazon. Skin care brand Kiehl’s joined the Amazon Premium Beauty store on Thursday.

In March, wearable health technology company Ōura began selling its Oura Ring Horizon, Oura Ring Heritage and sizing kit on Amazon. That same month, Estée Lauder’s beauty brand Clinique debuted in the U.S. Amazon Premium Beauty store with its skin care, makeup, fragrance and men’s products. And cookware brand Our Place joined Amazon last October to sell its popular pots and pans.

About two and a half years ago, Brazilian footwear company Alpargatas acquired a 49.9% stake in Rothy’s. Alpargatas then made a $200 million investment in primary capital into the brand and acquired about $275 million of Rothy’s shares from stockholders.

After adding kids and women’s accessories to its product lineup, in May 2021 Rothy’s expanded into the men’s category by launching the machine washable RS01 Sneaker and the The Driver loafer. Both are made from recycled materials, including plastic water bottles.