Rothy’s Has a Plan to Outlast the Ballet Flat Craze

Rothy’s wants to be everywhere.

In the last year alone, the footwear brand opened nine stores in six states, and began stocking its flats at Nordstrom, Liberty London, Bloomingdale’s and Le Bon Marché, among other retailers. Next up: a partnership with 1 Hotels to sell clogs and other popular styles in the luxury boutique chain’s lobbies.

It’s a remarkable comeback for a brand that came close to becoming a one-hit wonder like so many other direct-to-consumer start-ups of the 2010s….