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Upturn AI SWOT - About
RCKY 
Rocky Brands Inc (RCKY)
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Upturn Advisory Summary
04/07/2025: RCKY (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
AI Based Fundamental Rating
Below Average Performance
These Stocks/ETFs, based on Upturn Advisory, often underperform the market, warranting careful consideration before investing.
Analysis of Past Performance
Type Stock | Historic Profit -45.62% | Avg. Invested days 24 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  2.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 04/07/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 109.77M USD | Price to earnings Ratio 9.68 | 1Y Target Price 16 |
Price to earnings Ratio 9.68 | 1Y Target Price 16 | ||
Volume (30-day avg) 49325 | Beta 2.26 | 52 Weeks Range 14.60 - 39.20 | Updated Date 04/7/2025 |
52 Weeks Range 14.60 - 39.20 | Updated Date 04/7/2025 | ||
Dividends yield (FY) 3.93% | Basic EPS (TTM) 1.52 |
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin 2.51% | Operating Margin (TTM) 9.77% |
Management Effectiveness
Return on Assets (TTM) 4.68% | Return on Equity (TTM) 5% |
Valuation
Trailing PE 9.68 | Forward PE - | Enterprise Value 249047180 | Price to Sales(TTM) 0.24 |
Enterprise Value 249047180 | Price to Sales(TTM) 0.24 | ||
Enterprise Value to Revenue 0.55 | Enterprise Value to EBITDA 6.03 | Shares Outstanding 7462450 | Shares Floating 7194475 |
Shares Outstanding 7462450 | Shares Floating 7194475 | ||
Percent Insiders 6.68 | Percent Institutions 73.07 |
Analyst Ratings
Rating 3 | Target Price 25 | Buy - | Strong Buy - |
Buy - | Strong Buy - | ||
Hold 2 | Sell - | Strong Sell - | |
Strong Sell - |
Upturn AI SWOT
Rocky Brands Inc
Company Overview
History and Background
Rocky Brands, Inc., formerly known as The Rocky Shoe Manufacturing Company, was founded in 1932 in Nelsonville, Ohio. Initially focused on manufacturing work boots, it expanded into outdoor, hunting, and military footwear. Rocky Brands has grown through acquisitions and product diversification.
Core Business Areas
- Wholesale: Sales of footwear and apparel to retailers, including independent stores and national chains.
- Retail: Direct-to-consumer sales through company-owned stores and e-commerce platforms.
- Military: Manufacturing and sales of military footwear.
Leadership and Structure
Jason Brooks serves as the Chairman, President, and Chief Executive Officer. The company has a structured management team with functional departments like sales, marketing, operations, and finance.
Top Products and Market Share
Key Offerings
- Durango Boots: A western-style boot brand. The market share is among the leaders in the western boot category. Ariat is a major competitor.
- Georgia Boot: A work boot brand known for its comfort and durability. Market share is concentrated in the work boot segment, competing with brands like CAT and Thorogood.
- Lehigh Safety Shoes: A brand of safety shoes and boots focused on the industrial market. The market share is lower than other brands within the portfolio, but well-positioned in the safety footwear space. Competitors include Hytest and Keen Utility.
- Rocky Boots: A line of outdoor and work boots known for durability and comfort. Market share is fragmented within the overall footwear industry, with Rocky holding a significant portion in niche segments like hunting and work boots. Competitors include Wolverine, Timberland, and Red Wing.
Market Dynamics
Industry Overview
The footwear industry is competitive and driven by consumer trends, technological advancements in materials and manufacturing, and economic conditions. Demand is influenced by outdoor activities, work requirements, and fashion trends.
Positioning
Rocky Brands is positioned as a provider of specialized footwear for work, outdoor, and western applications, focusing on quality, durability, and comfort. The company uses the niche market approach.
Total Addressable Market (TAM)
The global footwear market is estimated to be in the hundreds of billions USD. Rocky Brands focuses on specific segments within this TAM, positioning them for growth within work, outdoor and western footwear.
Upturn SWOT Analysis
Strengths
- Established brands with strong brand recognition
- Diverse product portfolio
- Strong relationships with retailers
- Direct-to-consumer sales channels
Weaknesses
- Reliance on wholesale channels
- Vulnerability to changing fashion trends
- Exposure to raw material price fluctuations
- Limited international presence
Opportunities
- Expanding into new geographic markets
- Developing innovative products with advanced technologies
- Increasing e-commerce sales
- Acquiring complementary brands
Threats
- Increased competition from larger footwear companies
- Economic downturns impacting consumer spending
- Changes in trade policies and tariffs
- Supply chain disruptions
Competitors and Market Share
Key Competitors
- Wolverine World Wide, Inc. (WWW)
- Deckers Outdoor Corporation (DECK)
- VF Corporation (VFC)
Competitive Landscape
Rocky Brands competes with larger, more diversified footwear companies. The company differentiates itself through specialized product offerings and niche market focus.
Major Acquisitions
The Original Muck Boot Company
- Year: 2021
- Acquisition Price (USD millions): 180
- Strategic Rationale: Expanded Rocky Brands' portfolio into the outdoor and agricultural footwear market.
Growth Trajectory and Initiatives
Historical Growth: Growth has been driven by acquisitions and organic sales increases in key brands.
Future Projections: Future growth is dependent on the implementation of strategic initiatives and consumer trends. Analyst projections are based on growth strategies by the company and current consumer demand.
Recent Initiatives: Recent initiatives may include expansion of e-commerce platforms, product innovation, and strategic acquisitions.
Summary
Rocky Brands is a footwear company that sells niche products to specific markets, such as work, outdoor and western. Its brand recognition and direct-to-consumer channels are advantageous. Its success depends on navigating competition and managing raw material costs. Strategic initiatives and market expansion will be crucial for sustaining growth.
Similar Companies
COLM
Columbia Sportswear Company
COLM
Columbia Sportswear Company
CROX
Crocs Inc
CROX
Crocs Inc
DECK
Deckers Outdoor Corporation
DECK
Deckers Outdoor Corporation
VFC
VF Corporation
VFC
VF Corporation
WWW
Wolverine World Wide Inc
WWW
Wolverine World Wide Inc
Sources and Disclaimers
Data Sources:
- Rocky Brands Investor Relations
- SEC Filings
- Industry Reports
- Market Research Reports
- Financial News Outlets
Disclaimers:
This analysis is for informational purposes only and should not be considered financial advice. Investment decisions should be based on thorough research and consultation with a qualified financial advisor. Market share figures are estimates and may vary. Financial data is based on past performance and is not indicative of future results.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Rocky Brands Inc
Exchange NASDAQ | Headquaters Nelsonville, OH, United States | ||
IPO Launch date 1993-02-03 | Chairman, CEO & President Mr. Jason S. Brooks | ||
Sector Consumer Cyclical | Industry Footwear & Accessories | Full time employees 2530 | Website https://www.rockybrands.com |
Full time employees 2530 | Website https://www.rockybrands.com | ||
Rocky Brands, Inc. designs, manufactures, and markets footwear and apparel in the United States, Canada, the United Kingdom, and internationally. It operates through Wholesale, Retail, and Contract Manufacturing segments. The Wholesale segment offers products, which includes 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 in retail locations through a range of distribution channels. Its Retail segment sells its products direct sales to consumers through its websites comprising rockyboots.com, georgiaboot.com, durangoboot.com, muckbootcompany.com, xtratuf.com, lehighoutfitters.com, lehighsafetyshoes.com, and slipgrips.com; and third-party marketplaces and Rocky Outdoor Gear Stores. The Contract Manufacturing segment include private label sales and any sales to customers which are contracted to manufacture a specific footwear product for a customer and include sales to the U.S. Military. It serves industrial and construction workers, as well as workers in the hospitality industry, such as restaurants or hotels; farmers and ranchers; western; commercial military personnel; hunting, fishing, camping, and hiking enthusiasts; law enforcement, security personnel, and postal employees; and for the U.S. military personnel. The company sells its products under the Rocky, Georgia Boot, Durango, Lehigh, Muck, XTRATUF, Servus, Ranger, and Michelin brand names. The company was formerly known as William Brooks Shoe Co. Rocky Brands, Inc. was founded in 1932 and is headquartered in Nelsonville, Ohio.
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