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<\/p>\nThe first time Rhoback co-founders Matt (MBA \u201916) and Kristina Loftus (MBA \u201917) spotted someone wearing one of their polos on Charlottesville\u2019s Downtown Mall, it stopped them in their tracks.<\/p>\n
\u201cI freaked out and ran over to figure out how they knew about the brand,\u201d Matt recalled. \u201cSeeing it, especially here in Charlottesville, is the coolest feeling in the world and something we\u2019re extremely grateful for.\u201d<\/p>\n
Rhoback, the lifestyle activewear brand the couple launched with co-founder Kevin Hubbard, is known for its high-performance apparel that blends athletic function with a clean, lifestyle-inspired look. The brand has become recognizable for its emphasis on comfort, standout design and its logo, modeled after the Loftuses\u2019 dog, Bunker.<\/p>\n
What began as a class project at the University of Virginia Darden School of Business has grown into a 100-person company with over 3 million products sold online.<\/p>\n
Now, the Loftuses are ready to move to a new, even higher level.<\/p>\n
This weekend, Rhoback opened the doors on its first brick-and-mortar retail store, a 1,200 square-foot store in the Barracks Road Shopping Center that has been meticulously designed to showcase Rhoback\u2019s product line and quality and distinct vibe in ways that might not convey as readily online.<\/p>\n
\u201cWe want people to walk into the store and understand who we are as a brand \u2013 feel the energy, see the versatility and know that it\u2019s for them,\u201d Kristina said. \u201cThat\u2019s hard to communicate digitally, so the store gives us a new way to bring Rhoback to life.\u201d<\/p>\n
New Chapter: Why Charlottesville, Why Now<\/p>\n
Rhoback has come a long way since Kristina and Bunker crisscrossed the East Coast in a pickup truck with a teardrop camper in tow, setting up at trunk shows and trade events. From teaching herself how to design clothing using Photoshop courses on Youtube to launching a full women\u2019s line, Kristina was intentional about timing. The brand needed a complete catalogue, menswear and womenswear, before opening its first store.<\/p>\n
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Kristina Loftus at the grand opening of Rhoback\u2019s first brick-and-mortar store this weekend.<\/p>\n
\u201cWe didn\u2019t want to launch as store until we could fully represent both sides of the brand,\u201d Kristina said. \u201cNow, with nearly half our customers being women, we\u2019re finally at a place where our retail presence can reflect that.\u201d<\/p>\n
That same thoughtfulness extended to the physical retail experience. The store\u2019s design reflects Rhoback\u2019s signature energy: fun, active and quality-driven. The layout is intentionally designed to spotlight the full product range, especially the growing women\u2019s collection.<\/p>\n
Walking into Rhoback\u2019s first retail store, the team hopes, should feel like stepping into the heart of the brand. From the fabrics to the playlists, every detail is designed to bring the digital brand to life in a way that isn\u2019t as easily captured online.<\/p>\n
\u201cThe first thing we want people to do is really get to know the product, feel the fabric, understand the intention behind each piece, and see how the products differ depending on how you live your life,\u201d Matt explained. \u201cWhether you\u2019re running, golfing or heading to work, we want that versatility to come through.\u201d<\/p>\n
\u201cThere\u2019s also an opportunity to cater to the senses in-store in a way that we just can\u2019t online,\u201d Kristina added. \u201cWe care deeply about music \u2013 it\u2019s part of our social media, our ads, our brand voice, so we built a playlist of fun, soulful songs.\u201d<\/p>\n
Charlottesville, they both agree, was a natural choice for the store. Three years ago, the Rhoback team decided to try a warehouse sale in Charlottesville. They expected a couple dozen people. More than a thousand showed up. The overwhelming support turned into an annual tradition and planted the seed for something more.<\/p>\n
While they considered other locations, launching in Charlottesville felt like a full-circle moment in the town where the Loftuses first honed their vision, with help from the UVA and Darden communities.<\/p>\n
UVA Community at the Core<\/p>\n
From the start, the Loftuses credit Darden and Charlottesville as central to Rhoback\u2019s story. What began as a class project quickly became a community-driven effort fueled by classmates, professors and friends who believed in their vision.<\/p>\n
\u201cWe set out to create this brand and relied so heavily on our classmates, professors, mentors and alumni just to get connected with people in the field,\u201d Matt said. \u201cThe Darden community was right there helping us figure it out.\u201d<\/p>\n
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Shoppers browse the racks during the grand opening on Saturday.<\/p>\n
Classmates became early brand ambassadors, spreading the word in their own cities and workplaces. This support also extended to Rhoback\u2019s first sales, with some of their first big orders coming from the Darden Racquet Club and the Darden Golf Club.\u00a0 \u201cAll of our friends became our biggest champions,\u201d they shared. \u201cThey helped us get the brand off the ground.\u201d<\/p>\n
Several Darden professors played key roles in shaping Rhoback\u2019s foundation, including Luann Lynch, who taught the Loftuses accounting and served as an early mentor.<\/p>\n
\u201cThey were delightful students who worked very hard,\u201d Lynch said. \u201cBoth were driven and insightful, and even then, you could see their entrepreneurial spirit. I was mostly a cheerleader, just thrilled to watch their growth as entrepreneurs.\u201d<\/p>\n
That entrepreneurial mindset, rooted in their Darden experience, continues to guide Rhoback today.\u00a0 Even as the brand grew, Charlottesville continued to anchor Rhoback\u2019s identity.<\/p>\n
\u201cIt all stems from Charlottesville,\u201d Matt said. \u201cWe\u2019re lucky enough to now be shipping orders around the world, but our roots are here. The coolest part has been seeing amazing talent move to Charlottesville to take a chance on working at Rhoback and growing the brand.\u201d<\/p>\n
Yet even with a strong foundation and community support, building a major brand presented its own challenges, from sourcing fabrics to being noticed in a crowded market.<\/p>\n
Early Challenges and Lessons Learned<\/p>\n
Despite Rhoback\u2019s success today, the Loftuses faced early challenges, starting with building a supply chain.<\/p>\n
\u201cWe really didn\u2019t know where to start, so we counted on connections we made, especially through the UVA and Darden network,\u201d Matt said. \u201cWe went to every trade show we could, networking and trying to find vendors and manufacturers willing to take a chance on us.\u201d<\/p>\n
Their persistence paid off when they found trusted manufacturers in South Korea with standout fabrics and samples. Before signing an agreement, they flew across the world to meet the team in person, pitching the long-term vision of Rhoback.<\/p>\n
\u201cWe loved the product, but more importantly, we wanted them to see how serious we were,\u201d Matt said. \u201cMost manufacturers get approached with demands to cut costs or increase quality, but we showed up with a partnership mentality.\u201d<\/p>\n
That partnership grew from a small initial order to a lasting relationship, with Rhoback now their largest client. \u201cWe\u2019re lucky they took a chance on us,\u201d Matt said. \u201cThey saw our passion and believed in what we were building.\u201d<\/p>\n
With production in place, the next challenge was getting people to notice.<\/p>\n
Unlike many start-ups, the Loftuses chose not to raise outside funding, even for marketing. Instead, they relied on low-cost, grassroots strategies: guerrilla marketing at trunk shows and producing their own social media content. That scrappy, self-reliant approach became a hidden strength when the COVID-19 pandemic hit in 2020.<\/p>\n
\u201cTrunk shows stopped, and we had to really hunker down,\u201d Kristina said. \u201cPausing trunk shows and shifting focus to digital marketing ended up being a blessing in disguise. We got really good at selling online and we\u2019ve been focused on that ever since.\u201d<\/p>\n
Even with a clear brand vision, those early hurdles tested their persistence and helped the Loftuses develop the strategy and mindset that still differentiate Rhoback today.<\/p>\n
Finding a Gap in the Market<\/p>\n
Before launching Rhoback, the Loftuses noticed that existing activewear and golf apparel didn\u2019t resonate with their generation.<\/p>\n
\u201cWe were creating content for different apparel brands but never found one that truly resonated with us,\u201d Matt said. \u201cGrowing up, we all loved Nike, but so many activewear brands were following the same formula, chasing elite athletes and sticking to traditional sports marketing.\u201d<\/p>\n
As avid golfers, the Loftuses felt that the golf apparel space was outdated, targeting an older, exclusive audience through pro shops. Meanwhile, brands like Lululemon were innovating with modern fabrics and designs. After exploring their idea thoroughly in their Starting New Ventures course with Professor Saras Sarasvathy, they saw their opening.<\/p>\n
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Rhoback stands out for its focus on top-quality, innovative fabrics and subtle yet distinctive designs (Photo courtesy of Rhoback).<\/p>\n
\u201cThere was such a huge opportunity in the middle of these worlds to build a lifestyle activewear brand that could speak to younger consumers, tap into the golf market and sell directly online with great fabrics and a modern feel,\u201d Matt said.<\/p>\n
Rhoback stands out in a notoriously challenging apparel market because of their relentless focus on top-quality, innovative fabrics and subtle yet distinctive designs that catch attention without overwhelming. Their dedication to craftsmanship shines through, especially with their signature polos.<\/p>\n
\u201cWe wanted each product to be the best on the market, even if it took years to develop,\u201d they said. \u201cOur first product, the polo, took two years. We made the collar more structured and the fit slimmer, targeting 25- to 35-year-old men. It became our bestseller because of those details.\u201d<\/p>\n
With years of careful development behind each product, the Loftuses have gained insights that go beyond making great apparel. They\u2019ve learned what it takes for an entrepreneur to turn an idea into a thriving business.<\/p>\n
Advice for Future Entrepreneurs<\/p>\n
The Loftuses\u2019 journey from a startup to a national performance brand proves that great ideas don\u2019t require perfect experience, just creativity, focus and grit.<\/p>\n
Kristina encourages aspiring founders to see their lack of experience as an advantage. \u201cNot being from the industry can actually be your superpower,\u201d she said. \u201cYou don\u2019t see the barriers that might stop someone else. Stay laser-focused on your goal and tune out the noise.\u201d<\/p>\n
For current Darden students, Matt echoed Kristina\u2019s sentiment and added simple advice: take the leap.<\/p>\n
\u201cIf you\u2019re considering starting something while you\u2019re at Darden, do it,\u201d he said. \u201cYou have more time and support than you think. We probably would\u2019ve been voted least likely to make it with a T-shirt company, but you never know.\u00a0 Take the shot \u2013 it\u2019s worth trying.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"The first time Rhoback co-founders Matt (MBA \u201916) and Kristina Loftus (MBA \u201917) spotted someone wearing one of…\n","protected":false},"author":2,"featured_media":311341,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[40],"tags":[28,158],"class_list":{"0":"post-311340","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entrepreneurship","8":"tag-business","9":"tag-entrepreneurship"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/311340","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=311340"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/311340\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/311341"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=311340"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=311340"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=311340"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}