Milestones

From $0 to DTC Unicorn

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

TESTIMONIALS

What Our Clients Are Saying

“We went through a website retheme and saw incredible growth in terms of our eCommerce conversion rate. We went from 4% to 6%, which is insane in the eCommerce industry, which also helped improve our customer acquisition cost by almost half.”

Tran Ngo

Vice President Digital & Growth, True Botanicals

Anatta’s website retheme helped us see incredible growth in conversion rate.

“Anatta is truly a professional web agency that's all-encompassing. They can do everything from user experience to A/B test, to getting your site functional, to really taking your site to that next level. Anatta will take your website essentially from any stage to that next top level.”

Anatta will take your website to the next level.

Daniel James

CTO, Aventon

“I feel very proud that we have a customer-centric site that has greatly improved conversion. We wanted to make it a great experience for consumers: they can find everything they need, without friction. And it's happy. It's still fun. It's still SmartyPants.”

Thanks to Anatta, we have a website that’s converting and on-brand.

Eleah Portillo

Direct to Consumer Marketing Director, SmartyPants Vitamins

Stephen Hawthornwaite

Co-Founder, Rothy's

Rothy's Scales from DTC Startup to $1B+ Exit with Anatta's Extendable Digital Product Teams

Extendable Technology Stack

Levearing Shopify infrastructure throughout Rothy’s explosive growth, Anatta was able to continuously extend Rothy’s technology stack and expedite complex initiatives.

Unified Commerce Unlocked

Rothy’s quickly expanded their digital commerce channel into multiple international markets including Canada, UK, and Australia, and opened 31 retail locations.

Optimization at Scale

Built a comprehensive site experience optimization program that executed 400+ CRO tests, driving progressive performance improvements and revenue growth.

Anatta’s Scalable Digital Product Teams

A Playbook for Acquisition Success

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

During a period when many successful DTC brands were achieving significant exits, Rothy's technical foundation proved to be a crucial differentiator.

Rothy's enterprise-ready infrastructure—spanning its headless architecture, unified commerce capabilities, and sophisticated operational systems—demonstrated its readiness for its next growth phase.

This successful exit validates a key principle of Anatta's approach: by focusing on building scalable, enterprise-ready technical foundations from the start, high-growth DTC brands can create both immediate operational advantages and long-term strategic value.

More Success Stories with Anatta

The team is experienced across all major platforms as well as the broader eCommerce business perspective. We've worked with a number of agencies and I can say their work and efficiency is top-notch.

Anatta is a dedicated team that cares a lot. They're going to help you think through what you need as a business and not just replicate something that they've done in a plug-and-play manner. With Nirav, I always felt like I had somebody who I could call at any point and get a response. They're an agency—a partner—that I felt could really be an extension of my team.

Working with Anatta was very much like I had my own in-house development team. They were like an extension of our team.

Matt Gehring

Former SVP of Growth Marketing, Rothy's

buybuy BABY Achieves Innovative Retail Moonshot as First Steps in New Chapter of Success

The successful relaunch of buybuy BABY's eCommerce platform marked more than just a technical achievement—it signaled the brand's resurgence in digital retail and beyond. The new Shopify store enabled buybuy BABY to reconnect with its loyal customer base across various channels. Now, buybuy BABY could begin a new chapter well-positioned to drive growth, innovate, and continue its legacy as a trusted name in children's retail.

In the 6 months after buybuybaby.com went public, Dream On Me was able to turn on an additional 6 retail stores with Anatta’s technical support.

Throughout 2024, buybuy BABY has continued to gain traction on the retail and digital front. The brand hosts monthly in-store events for new and expecting parents and is launching collaborations with social media influencers on Instagram and TikTok.

Front-end development leadership
UX optimization
Performance monitoring
Brand consistency maintenance

Can’t Scale Velocity Fast Enough?

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Building a DTC Experience Capable of Disrupting the Footwear Industry

When Rothy's partnered with Anatta, they were a startup with an ambitious vision: disrupt the women's footwear industry with sustainable, stylish flats made from recycled water bottles.

While Rothy’s concept was groundbreaking, Rothy’s 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 that Anatta optimized for performance and User Experience best practices.

However, soon after Rothy’s store was live, the brand’s appeal went viral.
And what started as a small first step into the market, became a marathon of growth and expansion. As Rothy's quickly began to scale, several critical needs emerged.

The brand needed a technology partner who could:

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

Understanding the complexity of Rothy's needs, Anatta implemented a comprehensive partnership model that evolved alongside Rothy’s growth. By deploying cross-functional product teams, Anatta enabled Rothy's to execute demanding technology initiatives without spending precious time building out their own internal team.

- THE CHALLENGE -

- THE SOLUTION -

Industry

Before

Anatta

Partnership

Early-stage DTC brand entering footwear market
Limited technical infrastructure
Small in-house team
Basic Shopify setup
No optimization capabilities

After

Anatta

Partnership

Technology

Stack

Headless Progressive Web App (PWA)
Shopify Plus
Shopify POS for retail operations
SAP Integration
Custom API Infrastructure

Fashion & Footwear / DTC

Scaled to $220M annual revenue
Achieved $1B+ acquisition
International presence
Unified commerce experience across 31 retail locations
Advanced technical architecture
Robust optimization framework

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Cross-Functional Product Teams

Anatta's team structure progressively adapted to align with Rothy's changing business:

Site Experience Pod

Operations Pod

Backend systems management
Enterprise integrations
Data synchronization
Warehouse connectivity

By leveraging the flexibility of Anatta’s staff augmentation model, Rothy’s was able to scale and pivot resources as needed to fit priorities; whether that was a new product launch, channel activation, or site redesign.

The implementation rollout followed a carefully planned progression, each phase building upon the previous success. Through the strategic use of Shopify’s native functionality and ecosystem, Anatta helped Rothy's maximize the capabilities—and scalability—of its tech stack while minimizing technical debt.

Built initial eCommerce foundation on Shopify

Implemented critical operational tools and integrations

Migrated to headless PWA architecture

Integrated enterprise systems including SAP

Established advanced optimization framework

The foundation of Rothy's ability to scale lay in its robust 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.

Anatta carefully designed each component to maintain performance while supporting further growth.

Enterprise Systems Integration

The partnership between Rothy's and Anatta demonstrated how strategic technical decisions can drive business growth. Each technical achievement directly supported key business objectives, creating a virtuous cycle of improvement and expansion.

Business Growth

Scaled from $0 to $220M in annual revenue
Achieved $1B+ acquisition
Expanded to multiple global markets
Launched 72 products across 4 categories

Successfully completed 2 platform migrations
Executed 6 site redesigns
Implemented 58 app and system integrations
Launched 400+ optimization tests
Maintained enterprise-grade uptime

Technical Achievements

Innovation Enablement

Rapid product launch capabilities
Sophisticated A/B testing framework
Advanced analytics and reporting
Streamlined operational processes

The numbers tell a compelling story of rapid, sustainable growth enabled by technical excellence:

Technical infrastructure often determines a brand's ability to innovate and respond to market opportunities. Anatta's solutions created a foundation that empowered Rothy's teams to move faster and operate more efficiently:

These capabilities played a crucial role in Rothy's journey from innovative startup to industry leader, ultimately contributing to their successful acquisition.

These challenges would require not just technical expertise, but a deep understanding of scaling DTC brands.

The Evolution of Rothy’s Technology Stack

- THE RESULTS -

Technical Excellence Enabling Business Success

A Scalable Architecture

As Rothy's grew to viraldom, Anatta's solution architecture decisions proved fundamental to the brand's ability to scale smoothly.

Anatta’s work achieved remarkable stability metrics even as Rothy’s site traffic soared:

Achieved and maintained 99.9% Shopify uptime
Supported exponential traffic growth
Enabled rapid market expansion

This technical agility became a key competitive advantage, allowing Rothy's to stay ahead of market trends and customer demands.

Multi-market deployment
International storefronts
Localized checkout experiences
Unified inventory management across regions
Cross-border compliance handling
Regional fulfillment optimization

International expansion required more than just new storefronts—it demanded a sophisticated technical infrastructure capable of handling complex global operations.

Anatta's solution accounted for every need of international commerce:

Global Commerce Capabilities

Long-term Impact: A Foundation for Continued Success

The true measure of technical infrastructure isn't just in immediate performance gains—it's in creating sustainable competitive advantages.

The foundation built through the Anatta partnership delivered both immediate results and long-term strategic value:

Enabled rapid market expansion
Supported continuous product innovation
Facilitated sophisticated marketing initiatives
Maintained performance through hypergrowth
Positioned the brand for successful acquisition

Built initial eCommerce foundation on Shopify

Implemented critical operational tools and integrations

Migrated to headless PWA architecture

Integrated enterprise systems including SAP

Established advanced optimization framework