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Upturn AI SWOT - About
RCKY 
Rocky Brands Inc (RCKY)
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Upturn Advisory Summary
07/09/2025: RCKY (1-star) has a low Upturn Star Rating. Not recommended to BUY.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
2 Analysts rated it
Very few follow this stock; limited insights, higher-risk early investing.
1 Year Target Price $20
1 Year Target Price $20
| 0 | Strong Buy |
| 0 | Buy |
| 2 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -29.31% | Avg. Invested days 24 | Today’s Advisory Consider higher Upturn Star rating |
Upturn Star Rating | Upturn Advisory Performance  3.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 07/09/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 181.08M USD | Price to earnings Ratio 12.98 | 1Y Target Price 20 |
Price to earnings Ratio 12.98 | 1Y Target Price 20 | ||
Volume (30-day avg) 2 | Beta 2.38 | 52 Weeks Range 11.85 - 36.81 | Updated Date 07/9/2025 |
52 Weeks Range 11.85 - 36.81 | Updated Date 07/9/2025 | ||
Dividends yield (FY) 2.79% | Basic EPS (TTM) 1.87 |
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin 3.03% | Operating Margin (TTM) 7.63% |
Management Effectiveness
Return on Assets (TTM) 4.79% | Return on Equity (TTM) 5.97% |
Valuation
Trailing PE 12.98 | Forward PE - | Enterprise Value 309822056 | Price to Sales(TTM) 0.4 |
Enterprise Value 309822056 | Price to Sales(TTM) 0.4 | ||
Enterprise Value to Revenue 0.68 | Enterprise Value to EBITDA 7.39 | Shares Outstanding 7461170 | Shares Floating 7193535 |
Shares Outstanding 7461170 | Shares Floating 7193535 | ||
Percent Insiders 6.59 | Percent Institutions 73.12 |
Upturn AI SWOT
Rocky Brands Inc
Company Overview
History and Background
Rocky Brands, Inc. was founded in 1932 in Nelsonville, Ohio, as the William Brooks Shoe Company. Initially focusing on work boots, the company evolved to include outdoor, Western, and duty footwear under brands like Rocky, Georgia Boot, Durango, and Lehigh.
Core Business Areas
- Wholesale: Designs, develops, manufactures, and markets a broad range of footwear, apparel, and accessories sold to retailers and distributors.
- Retail: Operates e-commerce websites and retail stores selling its products directly to consumers.
- Military: Supplies footwear to the U.S. military.
Leadership and Structure
Jason Brooks is the Chairman, President, and Chief Executive Officer. The organizational structure includes departments for design, manufacturing, sales, marketing, finance, and operations.
Top Products and Market Share
Key Offerings
- Rocky Boots: Rugged outdoor and work boots. Market share for work and outdoor footwear is fragmented, with Rocky Brands holding a portion of the overall market. Competitors include Wolverine, Timberland PRO, and Red Wing. Revenue data is not broken down by specific brand in public filings.
- Georgia Boot: Work boots and shoes known for comfort and durability. Similar market dynamics to Rocky Boots, competing with brands like Caterpillar and Dr. Martens. Revenue data is not broken down by specific brand in public filings.
- Durango Boots: Western-style boots. Competes with Ariat and Justin Brands in the Western footwear market. Revenue data is not broken down by specific brand in public filings.
- Lehigh Safety Shoes: Safety footwear for industrial workers. Competitors include HyTest and Wolverine. Revenue data is not broken down by specific brand in public filings.
Market Dynamics
Industry Overview
The footwear industry is competitive and influenced by fashion trends, economic conditions, and technological advancements in materials and manufacturing. Demand is driven by consumer spending, outdoor activities, and workplace safety regulations.
Positioning
Rocky Brands focuses on specialized footwear segments (work, outdoor, Western, military) offering durable and functional products. Their competitive advantages include established brand reputation and diverse product portfolio.
Total Addressable Market (TAM)
The global footwear market is estimated to be worth hundreds of billions of dollars. Rocky Brands is positioned within specific segments of this market, addressing a smaller but still substantial portion of the TAM, depending on how the segments are combined.
Upturn SWOT Analysis
Strengths
- Strong brand portfolio
- Established distribution network
- Diverse product range
- Long-standing reputation for quality
Weaknesses
- Reliance on wholesale channel
- Susceptibility to fashion trends
- Limited international presence compared to larger competitors
- Supply chain vulnerabilities
Opportunities
- Expansion into new geographic markets
- Increased e-commerce sales
- Product innovation in materials and design
- Strategic acquisitions
Threats
- Intense competition
- Fluctuations in raw material costs
- Changes in consumer preferences
- Economic downturns
Competitors and Market Share
Key Competitors
- Wolverine World Wide (WWW)
- VF Corporation (VFC)
- Deckers Outdoor Corporation (DECK)
Competitive Landscape
Rocky Brands competes on brand reputation, product quality, and specialized offerings. It faces challenges from larger competitors with greater resources and broader market reach.
Major Acquisitions
Performance Designed Products LLC
- Year: 2024
- Acquisition Price (USD millions): 71.3
- Strategic Rationale: Expand into Gaming Accessories, Diversifying revenue stream
Growth Trajectory and Initiatives
Historical Growth: Growth has been driven by acquisitions and organic sales increases in core segments.
Future Projections: Future growth is expected to come from expansion in e-commerce, product innovation, and strategic partnerships. Analyst estimates vary, so consult reports from reputable financial institutions
Recent Initiatives: Recent initiatives include investments in e-commerce infrastructure and new product development.
Summary
Rocky Brands has a well-established presence in the work, outdoor, and western footwear markets. Its strengths lie in its brand portfolio and distribution network. However, it faces competition and fluctuations in raw material costs. Diversification into gaming accessories will boost revenue.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Rocky Brands Inc. Investor Relations
- SEC Filings (10-K, 10-Q)
- Market Research Reports
- Financial News Outlets
Disclaimers:
This analysis is for informational purposes only and should not be considered financial advice. Market conditions and company performance are subject to change.
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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