From Darden Classroom to Downtown Mall: Rhoback Opens First Retail Store

The first time rhoback co-founders Matt (MBA ’16) and Kristina Loftus (MBA ’17) spotted someone wearing one of their polos on Charlottesville’s downtown Mall, it stopped them in their tracks.

“I freaked out and ran over to figure out how they knew about the brand,” Matt recalled. “Seeing it, especially here in Charlottesville, is the coolest feeling in the world and something we’re extremely grateful for.”

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’ dog, Bunker.

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.

Now,the Loftuses are ready to move to a new,even higher level.

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’s product line and quality and distinct vibe in ways that might not convey as readily online.

“We want people to walk into the store and understand who we are as a brand – feel the energy, see the versatility and know that it’s for them,” Kristina said. “That’s hard to communicate digitally, so the store gives us a new way to bring Rhoback to life.”

New Chapter: Why Charlottesville, Why Now

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’s line, Kristina was intentional about timing.The brand needed a complete catalogue, menswear and womenswear, before opening its first store.

“We didn’t want to launch as store until we could fully represent both sides of the brand,” Kristina said. “Now, with nearly half our customers being women, we’re finally at a place where our retail presence can reflect that.”

That same thoughtfulness extended to the physical retail experience. The store’s design reflects Rhoback’s signature energy: fun, active and quality-driven. The layout is intentionally designed to spotlight the full product range,especially the growing women’s collection.

Walking into Rhoback’s 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’t as easily captured online.

“The 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,” Matt explained.”Whether you’re running, golfing or heading to work, we want that versatility to come through.”

“There’s also an prospect to cater to the senses in-store in a way that we just can’t online,” krist

Rhoback: Building an Activewear Brand Through Grit and Partnership

Matt and Kristina Loftus didn’t set out to disrupt the activewear industry. They simply wanted a better polo shirt for golf. Frustrated with options that were either too uncomfortable or lacked performance features, they decided to create their own. That simple desire launched Rhoback, a rapidly growing brand known for its comfortable, versatile, and lasting activewear.

The early days weren’t easy. The Loftuses bootstrapped the company,meaning they relied on personal savings and revenue,avoiding outside investment. This forced them to be resourceful. “We counted on connections we made, especially through the UVA and Darden network,” Matt said.”We went to every trade show we could, networking and trying to find vendors and manufacturers willing to take a chance on us.”

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.

“We loved the product, but more importantly, we wanted them to see how serious we were,” Matt said. “Most manufacturers get approached with demands to cut costs or increase quality, but we showed up with a partnership mentality.”

That partnership grew from a small initial order to a lasting relationship, with Rhoback now their largest client. “We’re lucky they took a chance on us,” Matt said. “They saw our passion and believed in what we were building.”

With production in place, the next challenge was getting people to notice.

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.

“trunk shows stopped, and we had to really hunker down,” Kristina said.”Pausing trunk shows and shifting focus to digital marketing ended up being a blessing in disguise. We got really good at selling online and we’ve been focused on that ever as.”

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.

Finding a Gap in the Market

Before launching Rhoback, the Loftuses noticed that existing activewear