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Upturn AI SWOT - About
RCKY 
Rocky Brands Inc (RCKY)
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Upturn Advisory Summary
10/24/2025: 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.
Number of Analysts
2 Analysts rated it
Very few follow this stock; limited insights, higher-risk early investing.
1 Year Target Price $40
1 Year Target Price $40
| 0 | Strong Buy |
| 0 | Buy |
| 2 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -22.18% | Avg. Invested days 35 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  3.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 10/24/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 223.45M USD | Price to earnings Ratio 12.06 | 1Y Target Price 40 |
Price to earnings Ratio 12.06 | 1Y Target Price 40 | ||
Volume (30-day avg) 2 | Beta 2.44 | 52 Weeks Range 11.79 - 31.38 | Updated Date 10/25/2025 |
52 Weeks Range 11.79 - 31.38 | Updated Date 10/25/2025 | ||
Dividends yield (FY) 2.11% | Basic EPS (TTM) 2.48 |
Earnings Date
Report Date 2025-10-29 | When - | Estimate 0.965 | Actual - |
Profitability
Profit Margin 4.03% | Operating Margin (TTM) 6.77% |
Management Effectiveness
Return on Assets (TTM) 5.12% | Return on Equity (TTM) 8.05% |
Valuation
Trailing PE 12.06 | Forward PE - | Enterprise Value 359876109 | Price to Sales(TTM) 0.48 |
Enterprise Value 359876109 | Price to Sales(TTM) 0.48 | ||
Enterprise Value to Revenue 0.78 | Enterprise Value to EBITDA 8.11 | Shares Outstanding 7468341 | Shares Floating 7191415 |
Shares Outstanding 7468341 | Shares Floating 7191415 | ||
Percent Insiders 3.71 | Percent Institutions 74.02 |
Upturn AI SWOT
Rocky Brands Inc
Company Overview
History and Background
Rocky Brands, Inc., founded in 1932 in Nelsonville, Ohio, began as a manufacturer of work boots. Over time, it expanded its product line to include outdoor and lifestyle footwear and apparel, acquiring brands like Georgia Boot and Durango Boot. It shifted from manufacturing to sourcing, partnering with global suppliers.
Core Business Areas
- Wholesale: This segment involves selling footwear and apparel to retailers and distributors.
- Retail: This segment includes sales through the company's own e-commerce websites and retail stores.
Leadership and Structure
The leadership team includes the CEO, CFO, and other key executives overseeing various departments. The organizational structure includes departments for sales, marketing, finance, operations, and product development.
Top Products and Market Share
Key Offerings
- Rocky Boots: Rugged outdoor and work boots. The competitors include Wolverine (WWW), Timberland (VF Corporation - VFC) and Cat Footwear (Wolverine - WWW)
- Georgia Boot: Work and safety boots. Competitors include Red Wing Shoes, Thorogood (Weinbrenner Shoe Company), and Carhartt.
- Durango Boot: Western and fashion footwear. Competitors include Ariat, Justin Boots (Justin Brands), and Lucchese.
Market Dynamics
Industry Overview
The footwear industry is competitive and influenced by trends, consumer preferences, and economic conditions. The work and outdoor footwear segment is driven by demand for durable and comfortable products.
Positioning
Rocky Brands focuses on the work, outdoor, and western footwear segments, with a portfolio of established brands. Its competitive advantages include brand recognition and distribution network.
Total Addressable Market (TAM)
The global footwear market is estimated to be in the hundreds of billions of dollars. Rocky Brands targets specific segments within this large market, with a smaller TAM. Their positioning allows them to capture a portion of the work and outdoor footwear market.
Upturn SWOT Analysis
Strengths
- Established brands
- Diverse product portfolio
- Strong distribution network
- E-commerce presence
Weaknesses
- Dependence on sourcing
- Exposure to fashion trends
- Competition from larger players
- Fluctuations in raw material prices
Opportunities
- Expansion into new markets
- Product innovation
- Strategic acquisitions
- Growth in e-commerce
Threats
- Economic downturns
- Changing consumer preferences
- Increased competition
- Supply chain disruptions
Competitors and Market Share
Key Competitors
- WWW
- VFC
- DECK
Competitive Landscape
Rocky Brands faces competition from larger, more diversified players. Its focus on specific niches gives it a competitive advantage, but it must continually innovate to stay ahead of the curve.
Major Acquisitions
Original Muck Boot Company
- Year: 2021
- Acquisition Price (USD millions): 180
- Strategic Rationale: Expanded Rocky Brands' portfolio into the rubber footwear market and broadened its consumer base.
Growth Trajectory and Initiatives
Historical Growth: Please refer to public financial statements for accurate and up-to-date historical growth data.
Future Projections: Please refer to analyst reports for accurate and up-to-date future growth projections.
Recent Initiatives: Please refer to company press releases and investor presentations for information on recent strategic initiatives.
Summary
Rocky Brands has established brands in the work, outdoor, and western footwear segments, but faces stiff competition from larger companies. Its acquisitions and focus on e-commerce are positive steps. The company needs to manage sourcing costs and adapt to changing consumer preferences. Overall the company needs some work in managing supply chain disruptions.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company filings
- Analyst reports
- Industry publications
Disclaimers:
This analysis is for informational purposes only and does not constitute financial advice. Market share data are estimates and may vary. Please consult with a qualified financial advisor before making any investment decisions.
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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