Totes
Totes Isotoner Corporation · United States
Totes is an American brand of umbrellas, rainwear and weather accessories based in Cincinnati, Ohio. It belongs to Totes Isotoner Corporation and is best known for its compact collapsible umbrellas.
| Headquarters | Cincinnati, Ohio |
|---|---|
| Parent company | Totes Isotoner Corporation |
| Umbrellas added | 1970 |
| Owners since 2024 | Marquee Brands and Randa Apparel & Accessories |
| Website | totes.com |
What is Totes?
Totes is an American brand of umbrellas, rainwear and weather accessories based in Cincinnati, Ohio. It belongs to Totes Isotoner Corporation, which is often described as the world's largest marketer of umbrellas and which also owns the Isotoner glove brand.
History
The business traces its roots to the Roll-O-Radio Company, a mail-order radio kit supplier incorporated in Cincinnati in 1924. In the mid-1940s company president Joe J. Marx began designing foldable waterproof apparel under the totes name, starting with women's slip-on overshoes sold with the slogan "tote 'em in your pocket". The range expanded in the 1950s to include fishing waders and hunting leggings.
Bradford E. Phillips bought the company in 1961, renamed it Totes Incorporated in 1965 and added collapsible umbrellas in 1970. By the mid-1980s Totes was the world's largest supplier of such umbrellas. It merged with Aris Isotoner in 1997 to form Totes Isotoner Corporation, and in June 2024 the company was acquired by Marquee Brands and Randa Apparel & Accessories.
Products and positioning
- Compact and collapsible umbrellas
- Rain gear such as ponchos and rain hats
- Rain footwear, including Cirrus rain boots
- Cold weather accessories and Toasties slipper socks
Distribution
The company has divisions in the United States, Canada, the UK and France, and its products are carried by most national retailers in the US, Canada and Europe.
Why it matters
Totes is a long-running example of a category brand built on one practical idea, foldable weather protection, and extended through several ownership changes into a broad accessories portfolio.
Frequently asked questions
Where is Totes from?
Totes is an American brand based in Cincinnati, Ohio, where its parent company Totes Isotoner Corporation has its roots.
Who owns Totes?
Totes belongs to Totes Isotoner Corporation, which was acquired by Marquee Brands and Randa Apparel & Accessories in June 2024.