Rocky Brands, Inc. and its subsidiaries (Rocky Brands) operate as a designer, manufacturer and marketer of premium quality footwear and apparel marketed under a portfolio of well recognized brand names, including The Original Muck Boot Company (Muck), Rocky, Georgia Boot, Durango, Lehigh, XTRATUF, Ranger and the licensed brand Michelin.
The company’s products are organized around six target markets: work, outdoor, western, commercial military, duty, and military. The company’s footwear products...
Rocky Brands, Inc. and its subsidiaries (Rocky Brands) operate as a designer, manufacturer and marketer of premium quality footwear and apparel marketed under a portfolio of well recognized brand names, including The Original Muck Boot Company (Muck), Rocky, Georgia Boot, Durango, Lehigh, XTRATUF, Ranger and the licensed brand Michelin.
The company’s products are organized around six target markets: work, outdoor, western, commercial military, duty, and military. The company’s footwear products incorporate varying features. In addition, as part of its strategy of outfitting consumers from head-to-toe, the company markets complementary branded apparel and accessories that leverage the strength and positioning of each of its brands.
The company's portfolio of brands is organized into the following reportable segments, in which the company's products are distributed: Wholesale, Retail, and Contract Manufacturing.
Wholesale
The company distributes Muck, Rocky, Georgia Boot, Durango, Lehigh, XTRATUF, Ranger and Michelin products through a wide range of Wholesale distribution channels throughout the world. The company’s Wholesale channels vary by product line and include sporting goods stores, outdoor retailers, independent shoe retailers, hardware stores, catalogs, mass merchants, uniform stores, farm store chains, specialty safety stores, specialty retailers and online retailers. As of December 31, 2024, its products were offered for sale at over 10,000 retail locations in the U.S. and Canada, as well as several international markets, such as Europe.
The company sells to wholesale accounts in the U.S. through a dedicated in-house sales team, and exclusive, as well as independent, sales representatives who carry the company's branded products and other non-competing products. The company's sales force is organized around major accounts, including Boot Barn, Tractor Supply Company and Amazon, and Bass pro and around the company's target markets: work, outdoor, western, commercial military, duty and military. The company's sales force is also organized around brands, regions and customers in order to target a broad range of distribution channels. All of the company's salespeople actively call on their retail customer base to educate them on the quality, comfort, technical features and breadth of the company's product lines and to ensure that its products are displayed effectively at retail locations.
The company’s Wholesale distribution channels vary by market:
The company’s work-related products are sold primarily through work-related retailers, farm and ranch stores, specialty safety stores, independent shoe stores, hardware stores and online retailers;
The company's outdoor products are sold primarily through sporting goods stores, outdoor specialty stores, online retailers, catalogs and mass merchants;
The company’s western products are sold through western stores, work stores, specialty farm and ranch stores, online retailers and fashion-oriented footwear retailers;
The company’s commercial military products are sold primarily through base exchanges, such as the Army Air Force Exchange Store (AAFES), and consumer e-Commerce websites; and
The company’s duty products are sold primarily through uniform stores, catalog specialists and online retailers.
Retail
The company markets products directly to consumers through three retail strategies:
Lehigh business-to-business, including direct sales and through its CustomFit websites;
Consumer e-Commerce websites (B2C) and third-party marketplaces; and
Brick and Mortar Stores, which include the company’s outdoor gear and retail store.
Lehigh
The company sells its Lehigh brand of safety shoes along with in-house and third-party branded work product to the company's business customers directly through the company's CustomFit websites, that are tailored to the specific needs of its customers. The company's customers' employees order directly through their employers' established CustomFit website, and the footwear is delivered directly to the customer via a common freight carrier.
Websites
The company sells its product lines on its websites at muckbootcompany.com, rockyboots.com, georgiaboot.com, durangoboot.com, lehighoutfitters.com, lehighsafetyshoes.com, xtratuf.com, and slipgrips.com, as well as through online third-party marketplaces.
Outdoor Gear and Retail Store
The company operates the Rocky Outdoor Gear Store in Nelsonville, Ohio. The company's outdoor gear store primarily sells first quality current and discontinued products in addition to a limited amount of factory damaged goods. Related products from other manufacturers are also sold in the store. The company's outdoor gear store allows the company to showcase the breadth of its product lines, as well as to cost-effectively sell slow-moving inventory. The company's outdoor gear store also provides an opportunity to interact with consumers to better understand their needs. Additionally, Lehigh has one retail store located at the Puget Sound Naval Base where the company sells select product directly to customers.
Contract Manufacturing
While the company is focused on continuing to build the company's Wholesale and Retail business, the company also actively bids, from time to time, on eligible footwear contracts with the U.S. Military. In addition to contracts with the U.S. Military, the company bids on private label contracts. The company's sales under such contracts are dependent on the company winning the bids for these contracts.
In 2023, the company fulfilled two multi-year contracts for the U.S. Military. The company expects to continue to actively bid on the U.S. Military contracts.
Brands and Product Lines
The company’s products are marketed under eight well-recognized, proprietary brands: Muck, Rocky, Georgia Boot, Durango, Lehigh, XTRATUF and Ranger, in addition to the licensed brand Michelin.
Muck
Muck has pioneered the premium rubber and neoprene boot category by delivering high quality, innovative, weatherproof and comfortable products. The company’s line of Muck footwear products is offered at suggested U.S. retail price points ranging from $55.00 to $265.00. Through widespread consumer validation in the farm, agriculture, hunt and equestrian markets, Muck has been able to expand to new markets, such as outdoor, gardening, industrial and general work, as well as to new international regions, such as the U.K., Norway and Germany to reach new consumers. Both new and existing consumer groups have welcomed line extensions from the brand as the total catalog expands beyond its core offering into premium leather and other new footwear categories.
Rocky
Rocky is the company's premium priced line of branded footwear, apparel and accessories. The company designs Rocky products for each of its six target markets and offers its products at a range of suggested U.S. retail price points: $80.00 to $415.00 for the company's footwear products; and $18.00 to $160.00 for the company's apparel and accessory lines.
The Rocky brand originally targeted outdoor enthusiasts, particularly hunters, and has since become a market leader in the hunting and rugged casual category. In 2002, the company also extended into hunting apparel, including jackets, pants, gloves and caps. The company’s Rocky products for hunters and other outdoor enthusiasts are designed for specific weather conditions and the diverse terrains of North America. These products incorporate a range of technical features and designs, such as waterproof breathable fabric, 3M Thinsulate insulation, nylon Cordura fabric and camouflaged uppers featuring either Venator, Mossy Oak or Realtree patterns. The company uses rugged outsoles made by industry leaders like Vibram, as well as its own proprietary design features, to make the products durable and easy to wear.
In 2002, the company introduced Rocky work footwear designed for varying weather conditions or difficult terrain, particularly for people who make their living outdoors, such as those in lumber, forestry, construction, and oil & gas occupations. These products typically include many of the proprietary features and technologies that it incorporates in its hunting and outdoor products.
The company has also introduced western-influenced work boots for farmers and ranchers. Most of these products are waterproof, come in soft toe and safety toe options, and utilize its proprietary comfort systems.
Georgia Boot
Georgia Boot is the company's moderately priced, high-quality line of work and rugged lifestyle footwear. Georgia Boot footwear is sold at suggested U.S. retail price points ranging from $109.00 to $280.00. This line of products primarily targets blue collar workers across various trades, including construction, logging, warehousing, landscaping and farming. Many of the company's boots incorporate safety toes and non-slip outsoles to prevent injuries in the workplace. The company also offers other more specialized protective features, such as puncture resistance, as well as metatarsal guards that protect wearers' feet from heavy objects. Each boot is designed to meet the demands of specific trades while also integrating cutting-edge technology and materials to create the most comfortable and durable footwear that is tough enough to handle the rigors found on job sites across America.
Durango
Durango Boots manufactures premium western footwear for men, women and kids. Durango has earned a reputation for building authentic western boots using exceptional materials and innovative constructions. The company's line of Durango products is offered at suggested U.S. retail price points ranging from $120.00 to $655.00. The company's brand portfolio categories include work-western, farm and ranch, western-performance, premium exotics, fashion-forward and casual wear.
Many of the company's western products are marketed to core western and aspirational western consumers who have an affinity and loyalty to the western lifestyle. Such products include high-performance technologies that include the company's patented Dually Shank System, which provides twice the torsion stability and midfoot support and various footbeds that offer flexibility, comfort and support for immediate gratification.
Lehigh
The Lehigh brand is a high-quality line of occupational safety footwear that later expanded into a full-service program offering. While still manufacturing and selling branded core product, the brand primarily focuses on providing managed programs to companies that require and provide a subsidy to their employees to wear safety footwear. Most of the footwear incorporates a protective toe and can include a metatarsal guard, puncture-resistant, slip-resistant outsole and special materials to combat caustic substances. Lehigh offers an extensive selection of styles to fit any work environment. Lehigh’s unique business model provides companies with customizations to fit their needs and digital tools for greater visibility and control of their program. As the established leader in the industry, Lehigh introduced and utilizes 3DFit technology and wellness foot products as a way to elevate safety and improve productivity. By providing an accurate fit, body aligning orthotics and anti-fatigue compression, Lehigh helps companies go beyond accident protection to full body wellness protection. Lehigh provides and improves safety and health to a wide range of customer accounts in the industrial, distribution, hospitality and healthcare industries.
The Lehigh brand line of safety shoes has suggested U.S. retail price points ranging from $91.00 to $295.00.
XTRATUF
XTRATUF has been a leading outfitter in the commercial, sport, and recreational fishing market, having provided fishermen with capable, comfortable and reliable footwear for use in the harshest conditions. With roots in Alaska and continued widespread use by those who live there, the XTRATUF brand has been able to expand to other regions throughout North America and most recently in the U.K. and Japan. Fueled by the strong growth in the outdoor market, particularly white boat lifestyle and sport fishing, the brand has been adopted by non-fishermen seeking quality, functional footwear. The company’s line of XTRATUF footwear products is offered at suggested U.S. retail price points ranging from $50.00 to $195.00.
Ranger
Ranger primarily serves the outdoor recreational market and offers a range of pac-boots that are built for wet and cold weather that provide exceptional comfort and function at a value price. The company’s line of Ranger footwear products is offered at suggested U.S. retail price points ranging from $48.00 to $100.00.
Michelin
Michelin is a premier price point line of work footwear targeting specific industrial professions, primarily indoor professions. The license to design, develop and manufacture footwear under the Michelin name was secured in 2006. Suggested U.S. retail prices for the Michelin brand are from $210.00 to $237.00. The license agreement for the Michelin brand expires on December 31, 2025, with the option to renew.
Product Lines
The company’s brands are organized into six distinct product lines, which consist of high-quality products that target the following markets:
Work: The company's work product line consists of footwear and apparel marketed to industrial and construction workers, as well as workers in the hospitality industry, such as restaurants or hotels, and those who partake in farm and ranch work. All of the company's work products are specially designed to be comfortable, incorporate safety features for specific work environments or tasks, and meet applicable federal and other standards for safety. This category includes products, such as safety toe footwear for industrial and construction workers, and non-slip footwear for hospitality workers.
Outdoor: The company's outdoor product line consists of footwear, apparel, and accessory items marketed to outdoor enthusiasts who spend time actively engaged in activities, such as hunting, fishing, camping, and hiking. The company's consumers demand high-quality, durable products that incorporate the highest level of comfort and the most advanced technical features, and the company is committed to ensuring its products reflect the most advanced designs, features, and materials available in the third-party marketplace. The company's outdoor product lines consist of all-season sport/hunting and fishing footwear, apparel, and accessories that are typically waterproof and insulated, and are designed to keep outdoor enthusiasts comfortable on rugged terrain or in extreme weather conditions.
Western: The company’s western product line consists of authentic footwear products marketed to farmers and ranchers who generally live in rural communities in North America. In addition, it has western styles that are marketed for fashion and casual wear.
Commercial Military: The company’s commercial military product line consists of footwear products marketed to military personnel as a substitute for the government issued military boots. The company’s commercial military boots are designed to be comfortable, lightweight, and durable and are marketed under the Rocky brand name.
Duty: The company’s duty product line consists of footwear products marketed to law enforcement, security personnel and postal employees who are required to spend a majority of their time at work on their feet. All of its duty footwear styles are designed to be comfortable, flexible, lightweight, slip resistant and durable. Duty footwear is generally designed to fit as part of a uniform and typically incorporates stylistic features, such as black leather uppers in addition to the comfort features that are incorporated in all of its footwear products.
Military: The company’s military product line consists of footwear products designed specifically for U.S. Military personnel. These footwear products are designed and manufactured to meet rigorous specification requirements, which include lightweight, durable, waterproof footwear products manufactured in the U.S. The U.S. Military products are marketed under the Rocky brand name.
Growth Strategy
The company's strategies are to expand into new target markets under existing brands; cross-sell the company's brands to its retailers; expand business internationally; grow the company's e-commerce business; increases in the company's Lehigh business; and acquire or develop new brands.
Marketing and Advertising
To further increase the strength and awareness of the company's brands, the company has developed comprehensive marketing and advertising programs to gain national exposure and expand brand awareness for each of the company's brands in their target markets.
The company has focused the majority of its advertising efforts on both digital advertising and consumer advertising in the support of the company's retail partners. Digital advertising includes online brand level marketing, search engine pay-per-click, retargeting and social media targeting. A key component to supporting the company's retail partners includes in-store point of purchase materials that add a dramatic focus to the company's brands and the products the company's retail partners carry. The company also advertises through targeted national and local cable programs, radio advertisements and print publications aimed at audiences that share the demographic profile of the company's typical customers. In addition, the company promotes through event sponsorships which provide significant national exposure for all of its brands, as well as a direct connection to the company's target consumer. The company's print advertisements and television commercials emphasize the technical features of the company's products, as well as their high quality, comfort, functionality and durability.
The company also supports independent dealers by listing their locations in its national print advertisements. In addition to the company's national advertising campaigns, the company has developed attractive merchandising displays and store-in-store concept fixturing that are available to the company's retailers who purchase the breadth of its product lines. The company also attends numerous tradeshows, which allow the company to showcase its entire product line to retail buyers and have historically been an important source of new accounts.
Foreign Operations and Sales Outside of the U.S.
The company's products are primarily distributed in the U.S., Canada, the U.K., and other international markets, mainly in Europe. The company ships its products from its finished goods distribution facilities located in Ohio and Nevada. Certain of the company's retailers receive shipments directly from its manufacturing sources, including all of the company's U.S. Military sales, which are shipped directly from the company's manufacturing facility in Puerto Rico.
As previously mentioned, the company also maintains manufacturing facilities that it operates in the Dominican Republic and Chuzhou, China. In addition, the company utilizes an office in China to support its contract manufacturers.
Seasonality
Historically, the company has experienced significant seasonal fluctuations in the company's business as many of its footwear products are used by consumers in adverse weather conditions. In order to meet these demands, the company must manufacture and source footwear year-round to be in a position to ship advance and at-once orders for these products during the last two quarters of each year (year ended December 2024). Accordingly, average inventory levels have been highest during the second and third quarters of each year and sales have been highest in the last two quarters of the year. In addition, mild or dry weather conditions historically have had a material adverse effect on sales of the company's outdoor products, particularly if they occurred in broad geographical areas during late fall or early winter.
Intellectual Property
The company owns numerous design and utility patents for footwear and footwear components (such as insoles and outsoles) in the U.S. and in several countries where the company's products are sold or manufactured, including China. The company owns numerous U.S. and foreign registrations for the patents and trademarks used in its business, including the company's major brands Muck, Rocky, Georgia Boot, Durango, Lehigh, XTRATUF, and Ranger. In addition, the company licenses the use of third-party trademarks, including Michelin, in order to market the company's products.
The company’s license with Michelin Lifestyle Limited permits the company to use the Michelin brand and related marks on its products. The company’s license agreement with Michelin Lifestyle Limited to use the Michelin name expires on December 31, 2025, with the option to renew.
In the U.S. and China, the company's design patents are generally in effect for 15 years from the date of issuance. The company's utility patents are generally in effect for 20 years from the date of the filing of the patent application. The company's trademarks are generally valid as long as they are in use and their registrations are properly maintained.
History
Rocky Brands, Inc. was founded in 1932. The company was incorporated in 1992.
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