The Challenge
Presenting thousands of styles without overwhelming the buyer
Even if you haven’t heard of Rothco, you’ve probably seen their products. The military fashion trend always seems to make a come-back, and every time it does, Rothco is ready.
Currently a dominant force in the men’s market, Rothco is an unlikely contender in the fashion world. Founded in 1953 by Milton Somberg in the Lower East Side of Manhattan, Rothco started as a company selling used clothing and World War II army surplus.
When surplus army goods became less available, Rothco started manufacturing. Now one of the largest suppliers of military gear and apparel to the commercial market, Rothco has introduced numerous products that can be traced back to Rothco’s military surplus roots.
Darin Kaye, Rothco’s National Sales Manager, has been with the company for 10 years and handles sales from Independent‘s to big box fashion retailers like Tilly’s, Zumiez and Urban Outfitters. Rothco boasts an enormous product offering, stocking more than four thousand styles at a time - making their printed catalog more than 300 pages long.
The Solution
Custom digital presentations and zero-friction share links
Brandboom gave Darin Kaye's team a way to stop sending the whole catalog and start sending the right catalog. Sales reps build custom presentations filtered to what each buyer actually needs - a boutique sees a curated assortment, a big box buyer sees something scaled to their floor. That market-specific targeting is something a 300-page printed book can't do.Once a presentation is ready, reps share it with a single link via email. No attachment size limits, no PDF that gets buried, no chasing down whether the buyer ever opened it. The link stays live, so buyers can return to it on their own timeline - and Rothco can see when they do.
The Results
Immediate buyer engagement and strengthened retail relationships
By leaving presentation links active and accessible, buyers can view custom assortments whenever they want. Getting eyes on the product quickly has become Rothco’s ultimate advantage, accelerating the sales cycle and supporting their reputation for incredible consistency and service.
- Drastically reduced response times: Rothco now sees buyer responses in just hours, instead of the days or weeks it took previously.
- Instant engagement: With simple, clickable share links sent via email, buyers look at the collections almost immediately. "People are so trained when they get a link, they know exactly what they’re doing," says Kaye.
- Seamless workflow for Big Box retailers: Major retailers can easily view Brandboom presentations and write their orders against it using their own internal PO systems.
- Empowered diverse retail partners: The streamlined digital ordering supports Rothco’s massive scale—allowing large buyers to stock hundreds of brick-and-mortar stores in a week, while giving small independent retailers the flexibility to order easily without carrying massive backstock.
“Buyers frequently comment it's great to see Rothco on Brandboom.”