Profile: Rocky Brands Inc (RCKY.O)
28 May 2015
Rocky Brands, Inc. (Rocky Brands) incorporated on June 18, 1992, is designer, manufacturer and marketer of footwear and apparel marketed under a portfolio of brand names, including Rocky, Georgia Boot, Durango, Lehigh, and the licensed brands Mossy Oak and Michelin. Its 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. 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 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.
The Company’s 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. Its 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 generally designed to fit as part of a uniform and incorporates stylistic features, such as black leather uppers in addition to the comfort features that are incorporated 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.
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. It also markets its western footwear to consumers enamored with the western lifestyle.
Rocky is the Company’s line of branded footwear, apparel and accessories. The Rocky brand originally targeted outdoor enthusiasts, particularly hunters. Its 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 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.
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 incorporate 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 incorporated 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 incorporates steel toes to protect workers and often incorporates 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.
In the United States, the Company distributes Rocky, Georgia Boot, Durango, Michelin, and Mossy Oak products through a range of wholesale distribution channels. Its sales force for Rocky is organized around major accounts, including Bass Pro Shops, Cabela’s, Dick’s Sporting Goods and Gander Mountain, and around its target markets: outdoor, work, duty, commercial military and western. 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.
The Company markets products directly to consumers through three retail strategies under the Lehigh retail brand: consumer and business Websites, mobile and retail stores and its outlet store. The Company sells its product lines on its Websites at www.rockyboots.com, www.georgiaboot.com, www.lehighoutfitters.com, www.lehighsafetyshoes.com, www.slipgrips.com, www.builtfootwear.com and www.durangoboot.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.
Lehigh markets branded work footwear through mobile stores to industrial and hospitality related corporate customers across the United States. Its customers include national companies, such as 3M, Abbott Laboratories, Alcoa, Carnival Cruise Lines, Federal Express, IBM and Texas Instruments. It operates the Rocky outlet store in Nelsonville, Ohio. The Company’s outlet store primarily sells first quality or 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 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.
Rocky Brands Inc
39 E Canal St
NELSONVILLE OH 45764-1247