Profile: Rocky Brands Inc (RCKY.O)

RCKY.O on Nasdaq

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Rocky Brands, Inc. incorporated on June 18, 1992, is a designer, manufacturer and marketer of footwear and apparel marketed under a portfolio of brand names including Rocky, Georgia Boot, Durango, Lehigh, Creative Recreation and the licensed brand Michelin. The Company's products are distributed through three business segments: wholesale, retail and military. In its wholesale business, the Company distributes its products through a range of distribution channels representing over 10,000 retail store locations in the United States and Canada as well as in other international markets. Its 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 and other specialty retailers. Its retail business includes direct sales of its products to consumers through its consumer and business Websites, its Lehigh Outfitters mobile and retail stores (including a fleet of trucks, supported by small warehouses that include retail stores, which it refer to as mini-stores), and its Rocky outlet store. The Company also sells footwear under the Rocky label to the United States military.

The Company's products are organized around six target markets: outdoor, work, duty, commercial military, western and lifestyle. The Company's outdoor product lines consist of footwear, apparel and accessory items marketed to outdoor enthusiasts who spend time actively engaged in activities such as hunting, fishing, camping or hiking. Its outdoor product lines consist of all-season sport/hunting footwear, apparel and accessories that are waterproof and insulated and are designed to keep outdoorsmen comfortable on rugged terrain or in extreme weather conditions. Its work product lines consist of footwear and apparel marketed to industrial and construction workers, as well as workers in the hospitality industry, such as restaurants or hotels. All of its work products are specially designed to be comfortable, include 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 steel workers and non-slip footwear for kitchen workers.

Its duty product line consists of footwear products marketed to law enforcement, security personnel and postal employees. Duty footwear is designed to fit as part of a uniform and typically includes stylistic features, such as black leather uppers in addition to the comfort features that are included in all of its footwear products. Its commercial military product line consists of footwear products marketed to military personnel as a substitute for the government issued military boots. Its commercial military boots are marketed under the Rocky brand name. Its western product line consists of authentic footwear products marketed to farmers and ranchers who generally live in rural communities in North America. It also market its western footwear to consumers enamored with the western lifestyle. Its lifestyle product line consists of footwear products marketed to fashion minded urban consumers.

Rocky is the Company's line of branded footwear, apparel and accessories. Its Rocky products for hunters and other outdoor enthusiasts are designed for specific weather conditions and the terrains of North America. These products include a range of technical features and designs, such as Gore-Tex waterproof breathable fabric, 3M Thinsulate insulation, nylon Cordura fabric and camouflaged uppers featuring either Mossy Oak or Realtree patterns. It also produces Rocky duty and commercial military footwear targeting law enforcement professionals, military, security workers and postal service employees. It has also introduced western influenced work boots for farmers and ranchers. Most of these products are waterproof, insulated and utilize its comfort systems. It also introduced some men's and women's casual western footwear for consumers enamored with western influenced fashion. It offers Rocky work footwear designed for a range of weather conditions or difficult terrain, particularly for people who make their living outdoors, such as those in lumber or forestry occupations. It also offers western influenced work boots for farmers and ranchers. Most of these products are waterproof, insulated and utilize its comfort systems.

Georgia Boot line of products primarily targets construction workers and those who work in industrial plants where special safety features are required for hazardous work environments. Many of its boots include steel toes or metatarsal guards to protect wearers' feet from heavy objects and non-slip outsoles to prevent slip related injuries in the work place. In addition, the Company markets a line of Georgia Boot footwear to brand loyal consumers for hunting and other outdoor activities. These products are primarily all leather boots distributed in the western and southwestern states where hunters do not require camouflaged boots or other technical features included in its Rocky footwear. The Company's Durango line of products primarily targets farm and ranch workers who live in the heartland where western influenced footwear and apparel is worn for work and casual wear and, to a lesser extent, this line appeals to urban consumers enamored with western influenced fashion. Other products in the Durango line that target casual and fashion oriented consumers have colorful leather uppers and shafts with ornate stitch patterns and are offered for men, women and children.

The Company's Lehigh line of products is designed to meet occupational safety footwear needs. Most of this footwear includes steel toes to protect workers and often includes other safety features, such as metatarsal guards or non-slip outsoles. Its Michelin is a line of work footwear targeting specific industrial professions, primarily indoor professions. Its Mossy Oak is a line of casual and hunting footwear. Its Creative Recreation brand creates and markets footwear that could easily transition between casual and formal environments. The Company's Lehigh line of products is designed to meet occupational safety footwear needs. Most of this footwear includes steel toes to protect workers and often includes other safety features, such as metatarsal guards or non-slip outsoles. Its Michelin is a line of work footwear targeting specific industrial professions, primarily indoor professions.

Wholesale

In the United States, the Company distributes Rocky, Georgia Boot, Durango, Creative Recreation and Michelin products through a range of wholesale distribution channels. Its outdoor products are sold primarily through sporting goods stores, outdoor specialty stores, catalogs and mass merchants. Its work-related products are sold primarily through retail uniform stores, catalogs, farm store chains, specialty safety stores, independent shoe stores and hardware stores. Its duty products are sold primarily through uniform stores and catalog specialists. Its commercial military products are sold primarily through base exchanges, such as AAFES and consumer Websites. Its western products are sold through western stores, work specialty stores, specialty farm and ranch stores and more recently, fashion oriented footwear retailers. Its lifestyle products are sold primarily through fashion oriented footwear retailers.

Retail

The Company sells its product lines on its Websites at www.rockyboots.com, www.georgiaboot.com, www.durangoboot.com, www.lehighoutfitters.com, www.lehighsafetyshoes.com, www.slipgrips.com, www.rockymilitary.com, www.rockys2v.com, westernretailer.com, 4eursole.com, cr8rec.com and tacticaldemand.com. It also sells directly to its business customers directly through its Custom Fit Websites that are tailored to the specific needs of its customers. It operates the Rocky outlet store in Nelsonville, Ohio.

Military

The Company actively bid on footwear contracts with the United States military, which requires products to be made in the United States. All of its footwear for the United States military is branded Rocky.

Company Address

Rocky Brands Inc

39 E Canal St
NELSONVILLE   OH   45764-1247
P: +1614.7531951

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