Totes Isotoner
| Company type | Private |
|---|---|
| Industry | Umbrella, footwear, cold weather accessories |
| Predecessor | Roll-O-Radio Company, Perfect Manufacturing Company (Inc.), So-Lo Works, Incorporated, Totes Incorporated, ARIS»ISOTONER Incorporated |
| Founded | April 9, 1924 in Cincinnati, Ohio, United States |
| Founder | Paul Chanut (Aris Isotoner), Larry Stanton (Aris Isotoner), Joe J. Marx (So-Lo Works) |
| Headquarters | Cincinnati , United States |
Area served | United States, Canada, United Kingdom, France, Europe |
Key people | Bradford E. Phillips (former owner and president) |
| Products | Umbrellas, rubber footwear, ponchos, rain hats, travel bags, gloves, flip-flops, sandals, slipper socks |
Number of employees | ~1,000 (as of 2001) |
| Website | totes |
Totes Isotoner Corporation, commonly known as totes»ISOTONER and often shortened to Totes, is a global provider of umbrella, footwear, and cold weather accessory products, with its headquarters situated in Cincinnati, Ohio, United States. It is widely recognized as "the largest umbrella marketer worldwide." The company maintains operational branches in the United States, Canada, United Kingdom, and France.
The company markets its merchandise under the totes, ISOTONER, and ESNY brands. The totes collection features items such as umbrellas, rubber footwear, ponchos, rain hats, and travel bags, alongside numerous licensed gift and boot products bearing the brand name. ESNY, now integrated into Totes Isotoner, specializes in private label footwear including flip-flops, sandals, and ESNY Occasions wedding shoes. Distribution of Totes Isotoner and ESNY products spans major retail outlets throughout the United States, Canada, and Europe. Notable sub-brands include Cirrus, SolBounce, Zenz, and Toasties.
History
The origins of Totes Isotoner trace back to the Roll-O-Radio Company, a Cincinnati-based mail-order supplier of radio kits established in 1924. By 1931, the company rebranded as "Perfect Manufacturing Company (Inc.)" operating out of its So-Lo Works facility in Oakley, Ohio, recognized for a well-known shoe-resoling product. In 1942, the firm moved to Loveland, Ohio and adopted the name "So-Lo Works, Incorporated." Between the mid-1940s and late 1950s, under president Joe J. Marx’s leadership, the "totes" range of foldable waterproof apparel was introduced—beginning with women's slip-on overshoes before expanding to include full-length dry suits designed for diving and water-skiing purposes. Bradford E. Phillips acquired So-Lo Works in 1961, renamed it "Totes Incorporated" by 1965, and incorporated collapsible umbrellas into its offerings by 1970. By the mid-1980s, Totes Inc. had become the world’s leading supplier of such umbrellas. In 1994, Phillips divested Totes Inc. to Boston-based investment firm Bain Capital.
In 1997, Totes Inc. combined with ARIS»ISOTONER Incorporated—a leather glove manufacturer founded in 1918 by French glove artisan Paul Chanut alongside American distributor Larry Stanton. Aris Isotoner pioneered the first stretchable nylon glove featuring leather palms under the "ISOTONER" brand. The American company Sara Lee Corporation acquired Aris in 1974 and renamed it Aris Isotoner. Following their merger, the unified entity was designated "Totes Isotoner Corporation," reflecting both companies’ flagship product lines. Bain Capital sold Totes Isotoner in 2001 to private equity firm Swander Pace Capital, which later transferred ownership in 2007 to MidOcean Partners. In 2014, Totes Isotoner was purchased by Investcorp alongside Freeman Spogli & Co.. Since then, the corporation has broadened its product assortment, enhanced its international footprint, and increased its financial valuation.
1920s
The Roll-O-Radio Company was officially incorporated on April 9, 1924, in Cincinnati, Ohio. Initially focused on retailing radio kits including crystal sets and power supplies by mail order, it operated out of multiple locations such as Pearl and Race Streets in 1925 and later at Third and Sycamore Streets between 1926 and 1930.
1930s
On June 1, 1931, Roll-O-Radio Co. officially changed its name to "Perfect Manufacturing Company (Inc.)." Following a merger with an advertising agency based in Cincinnati, president Joe J. Marx and treasurer Henry B. Flarsheim joined forces with Roland R. Bollman of Perfect Manufacturing. Both Flarsheim and Bollman stepped down in 1935 when Marx took full control of the company. During the Great Depression, the So-Lo Works division developed a rubber salve designed for shoe repairs, promoted with the tagline "Millions now use SO-LO to fix shoes for as low as 1¢ a repair."
1940s
In 1941, So-Lo Works expanded by purchasing a manufacturing facility in Loveland, Ohio. On June 1, 1943, the company adopted the name "So-Lo Works, Incorporated." Throughout World War II, it obtained contracts from the US Government to produce military items such as shoe dubbing and canned provisions, while still maintaining production of household repair products for civilians. The company also improved employee relations by implementing inclusive management practices and welfare initiatives.
After the war, So-Lo Works transitioned its focus back to civilian goods and operated with a reduced workforce. The rubber protectors originally designed for anti-aircraft guns were repurposed into women's slip-on overshoes. By 1949, these had evolved into lightweight, foldable latex-rubber overshoes known as “totes” (short for “tote ‘em in your pocket”), which began to outperform bulkier winter boots in the marketplace. Between 1945 and 1954, the firm secured six patents and registered designs linked to these advancements. Under Marx’s guidance, production reached 24,000 pairs weekly by 1949, with demand surpassing available supply.
1950s
In 1950, following the passing of vice-president Fred R. Heckman, So-Lo Works Incorporated rebranded as So-Lo Marx Rubber Co., located in Loveland, Ohio. That year marked the start of national advertising campaigns showcasing children wearing their well-known "totes." Throughout the decade, the "totes" product range grew with new introductions such as the "world’s lightest" Hip-"totes" thigh-high fishing waders launched in 1955 and the resilient Trouser-"totes" leggings designed for hunters in 1956. In 1957, the company introduced the "world’s finest" Skooba-"totes" dry suits after successful prototype testing. These cost-effective, full-length seamless exposure suits gained popularity among divers and water skiers by allowing year-round use.
1960s
During the early 1960s, Skooba-“totes” dry suits achieved significant market success not only throughout the United States but also internationally in countries such as Australia, Canada, Denmark, Finland, France, and the United Kingdom. In November 1961, Bradford E. Phillips—previously a sales representative specializing in industrial rubber and textiles at Western Felt Works—acquired full ownership of So-Lo Marx and remained its sole shareholder until 1994. Founder Joe J. Marx continued serving on the board until his retirement to Sarasota, Florida; he passed away there in 1967.
On April 1, 1965, So-Lo Marx Rubber Co. amended its corporate charter to become "Totes Incorporated," reflecting a strategic realignment under president Brad Phillips that concentrated on its flagship product: lightweight rubber footwear that folds compactly into a pouch. This new focus resulted in discontinuing other product lines such as diving suits, rubber cement, resoling materials, and various consumer items.
1970s
In 1970, Phillips broadened the Totes collection of wet-weather products by introducing a foldable umbrella, distinguished by its highly compact design. After two failed attempts to create his own model, he purchased L.P. Henryson & Co. Inc. of New York to acquire the rights to its 1968 patent. This strategic move enabled Totes to establish itself as the leading global producer of collapsible umbrellas. On 28 February 1972, Totes Incorporated submitted a merger agreement involving Eastman Products Corporation, Marx Pure Foods Inc., and L.P. Henryson Company Inc. In 1975, Phillips launched a water-resistant hat aimed at the men's apparel market, although his subsequent stain-resistant ties did not achieve similar success.
1980s
By 1983, Phillips had obtained US patent 454275 for an "umbrella with advertising flag," building upon the foundation of Henryson's earlier patent. By 1986, Totes Inc. had become the top umbrella retailer in the United States, deriving over fifty percent of its income from umbrella sales alone. Manufacturing was outsourced to Taiwan, a major center for global umbrella production. In 1987, airline TWA offered passengers the option to purchase Totes umbrellas during international flights. The next year, Totes introduced "Toasties," one-size-fits-all slipper socks designed for winter comfort.
1990s
Bain Capital acquired Totes in 1994. In 1997, the totes ISOTONER corporation was created through the merger of Totes and ARIS»ISOTONER Incorporated, a company specializing in leather gloves.
Aris Isotoner traces its origins back to 1918 when French glove maker Paul Chanut partnered with American distributor Larry Stanton to establish Aris Glove Company. They pioneered the first stretch nylon glove with leather overlays named ISOTONER—highlighting its elasticity and fit. Following its acquisition by Sara Lee Corporation in 1974, Aris was rebranded as Aris Isotoner.
The merged entity’s name reflects the flagship products of both companies. The official transition from "Totes Incorporated" to "Totes Isotoner Corporation" took effect on 1 August 1997. By late 1998, Totes Isotoner had relocated its headquarters to West Chester Township, Ohio, and launched its online presence at totes.com.
2000s
In July 2001, Bain Capital divested Totes Isotoner to Swander Pace Capital, a private equity firm based in San Francisco. By December of that year, the company had grown internationally with approximately 1,000 employees and offices located in New York, Toronto, London, Paris, and Hong Kong. In 2006, Totes Isotoner expanded by acquiring ESNY—the casual footwear division of E.S. Originals Inc., recognized for fashion-oriented flip-flops and canvas shoes. In January 2007, MidOcean Partners, a New York-based private equity firm, purchased Totes Isotoner for $288 million, facilitating global product growth through five acquisitions including Northern Cap and Glove, Acorn Products, Manzella, Just Sheepskin, and Grandoe.
2010s
In 2014, MidOcean sold Totes Isotoner to Investcorp and Freeman Spogli & Co., in a transaction valuing the business between $500 million and $600 million. Freeman Spogli completely exited their investment by 2019. That same year, Totes Isotoner registered the trademark "Totes Cirrus," introducing a lightweight yet durable rain boot utilizing proprietary Everywear compound technology.
2020s
In February 2020, Totes Isotoner introduced the "Sol Bounce" collection, featuring flip flops, slides, and water shoes that utilize Everywear technology. Concurrently, Isotoner unveiled a new line of comfort footwear named "Zenz." By 2020, totes UK expanded its offerings to include a selection of vegan slippers. In June 2024, ownership of totes Isotoner transferred to Marquee Brands through a partnership with Randa Apparel & Accessories.
Controversy
- In 1933, Thomas Estees, a rubber-cement mixer at Perfect Manufacturing Company, tragically died after inhaling toxic fumes during a night shift in a poorly ventilated room where the extractor fan had failed. The rubber-cement fumes were reportedly fatal within ten minutes.
- In 1962, an explosion and fire at So-Lo Marx Rubber Company resulted in approximately $100,000 in damages and injured one individual. The blast originated from a gas tank explosion that ignited nearby chemicals, causing structural damage and breaking windows as far as half a mile away.
- During the 1995 murder trial of O. J. Simpson, gloves manufactured by Isotoner were presented as evidence.
- In 2009, the Ohio Supreme Court ruled in favor of Totes Isotoner in a discrimination lawsuit involving former employee LaNisa Allen, who had been dismissed for taking unauthorized breaks to express breast milk.
See also
External links
- Totes»ISOTONER (official company website)