Profile: Rocky Brands Inc (RCKY.O)
23 Mar 2017
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 operates its business through three segments: wholesale, retail and military. In its wholesale segment, 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. In its retail segment, the Company sells its products directly to consumers through its consumer and business direct Websites and its Rocky outlet store. It also operates approximately four mobile trucks to service the New York Transit Authority's employees. In its military segment, the Company sells footwear under the Rocky label to the United States military.
The Company's products are organized across 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 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. Its category includes products, such as safety toe footwear for steel workers and non-slip footwear for kitchen workers.
The Company's 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 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 living in rural communities in North America. It also markets its western footwear to consumers 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. Its 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. Its Georgia Boot line of products 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 consumers for hunting and other outdoor activities. The Company's Durango line of products target farm and ranch workers. 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. Its 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 Creative Recreation brand creates and markets footwear that could transition between casual and formal environments.
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 through sporting goods stores, outdoor specialty stores, catalogs and mass merchants. Its work-related products are sold through retail uniform stores, catalogs, farm store chains, specialty safety stores, independent shoe stores and hardware stores. Its duty products are sold through uniform stores and catalog specialists. Its commercial military products are sold 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 fashion oriented footwear retailers. Its lifestyle products are sold through fashion oriented footwear retailers.
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, 4eursole.com and cr8rec.com. It also sells directly to its business customers directly through its Custom Fit Websites. It operates the Rocky outlet store in Nelsonville, Ohio.
The Company bids on footwear contracts with the United States military, which requires products to be made in the United States. The Company has manufacturing facilities in Puerto Rico, the United States territory.
Rocky Brands Inc
39 E Canal St
NELSONVILLE OH 45764-1247