The first RUTI retail location opened on October 5, 2009 in Palo Alto.[2][5] The second boutique opened on Fillmore Street, in San Francisco[6] and was designed by Nicole Hollis, a San Francisco-based interior designer.[7] The Santa Monica store was the third boutique to open, and is designed by Karina Tollman and Philipp Thomanek from Israel.[8] The 4th RUTI boutique to open was the Berkeley [9] store on 4th St. The Venice store opened on vibrant Abbot Kinney street in 2013. Taking the success of their brick-and-mortar boutiques online, RUTI launched an eCommerce website in late 2014. In 2016, RUTI opened a new HQ office and showroom in Belmont, CA where all development and design for the RUTI label takes place. In an effort to continue the direct to consumer strategy, new boutiques are expected to open in Scottsdale, Miami and Seattle in 2018.