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Upturn AI Summary - About
Rocky Brands Inc(RCKY)
Advisory History & Simulated Performance *
*as per simulation (see disclosures)- ALL
- 1Y
- 1M
- 1W
- BUY Advisory
- SELL Advisory (Profit)
- SELL Advisory (Loss)
- Profit
- Loss
- PASS (Skip)
Stock price based on last close Advisory Performance History (Simulated)
Upturn Advisory & Investor View for RCKY
10/19/2026: RCKY (1-star) has a low Upturn Star Rating. Not recommended to BUY.
Rocky Brands Inc is a established player in the consumer footwear industry, known for its durable work, military, and outdoor brands such as Georgia Boot and Muck. Its core strength lies in its diversified portfolio and long-term government contracts, which provide a stable revenue foundation alongside its retail business. The primary growth story centers on scaling direct-to-consumer digital channels and optimizing its recently expanded brand portfolio. However, the company faces risks from intense industry competition, logistical costs, and the cyclical nature of consumer spending. Rocky Brands may suit value-oriented or income-focused investors who value the company's dividend history and established niche market positions.
How to Read the Upturn Advisory
The Upturn Star Rating and the current BUY, SELL, or PASS advisory are generated by Upturn’s AI advisory engine based on proprietary signal analysis, price behavior, advisory history, and historical signal performance.
Company fundamentals, valuation, risks, and news provide supporting context about the business.
Investor Fit
| Investor style | Fit | Why |
|---|---|---|
| Growth investor | Mixed fit | The company relies on established niches rather than explosive market disruption. |
| Momentum investor | Mixed fit | Momentum is highly dependent on cyclical consumer spending trends and positive earnings surprises. |
| Value investor | Strong fit | The stock often trades at valuations that attract investors focused on fundamental business value. |
| Dividend investor | Strong fit while signal remains positive | Consistent dividend payments make it suitable for income-focused portfolios. |
| Low-risk investor | Mixed fit | Exposure to consumer discretionary cycles creates moderate volatility that may not suit conservative investors. |
Risk Profile
| Risk factor | Level | Why it matters |
|---|---|---|
| Price volatility | Medium / high | The stock is susceptible to swings in consumer sentiment and broader market indices. |
| Valuation risk | Medium | Investors must weigh the price paid against the company's ability to drive sustained earnings growth. |
| Competition risk (Workwear/Footwear) | High | Established players and low-cost entrants constantly pressure pricing and market share. |
| Business quality | Medium | While the brand portfolio is solid, the reliance on third-party manufacturing adds operational complexity. |
| Dividend income | Medium | Payout sustainability is tied to the company's ability to navigate cyclical downturns. |
| Execution risk | Medium / high | Successfully integrating past acquisitions while maintaining brand focus is critical for long-term health. |
Price Behavior
Strong Uptrend
The stock has maintained a strong upward price trend across the last three quarters.
Extreme Price Shocks
The stock has experienced exceptionally large and disruptive price movements during the period.
Analysis of Past Performance
Type Stock | Historic Profit 17.25% | Avg. Invested days 35 | Today’s Advisory Consider higher Upturn Star rating |
Upturn Advisory Rating  | Upturn Advisory Performance  3.0 | Stock Returns Performance  2.0 |
| Profits based on simulation | Last Close 10/19/2026 |
Upturn Scorecard
Upturn Star Rating 
Company Fundamentals
Financial Health Rating
Growth Momentum Score
Ownership
Top 5 Institutional Investors
Unit Economics (Per $1K Revenue)
Economic Dimensions
Quantitative Style Profile
Style Classification
Quality Focused
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 343.02M USD | Price to earnings Ratio 12.02 | 1Y Target Price 50 |
Price to earnings Ratio 12.02 | 1Y Target Price 50 | ||
Volume (30-day avg) 49.4K shares | Beta 2.39 | 52 Weeks Range 26.77 - 52.81 | Updated Date 10/18/2026 |
52 Weeks Range 26.77 - 52.81 | Updated Date 10/18/2026 | ||
Dividends yield (FY) 1.36% | Basic EPS (TTM) 3.81 |
How Company Makes Money
| Business area | What it includes | Retail investor read |
|---|---|---|
| Wholesale | Distribution of Rocky, Georgia Boot, and Muck brands to retail partners. | This is the primary revenue engine relying on volume sales to other retailers. |
| Direct-to-Consumer (DTC) | E-commerce sales through company-owned brand websites. | This area offers higher margins and better brand control than wholesale. |
| Military | Specialized footwear sales to the U.S. government. | Provides a steady, contract-based revenue stream with lower volatility. |
Earnings Date
Report Date 2026-10-27 | When After Market | Estimate 1.5 | Actual - |
Profitability
Profit Margin 5.72% | Operating Margin (TTM) 2.35% |
Management Effectiveness
Return on Assets (TTM) 3.61% | Return on Equity (TTM) 11.48% |
Valuation
Trailing PE 12.02 | Forward PE 11.72 | Enterprise Value 466.47M | Price to Sales(TTM) 0.68 |
Enterprise Value 466.47M | Price to Sales(TTM) 0.68 | ||
Enterprise Value to Revenue 0.92 | Enterprise Value to EBITDA 8.55 | Shares Outstanding 7.49M | Shares Floating 7.00M |
Shares Outstanding 7.49M | Shares Floating 7.00M | ||
Percent Insiders 6.48 | Percent Institutions 81.27 |
Financial Metrics
🧭 Investment Snapshot
Total Revenue (Scale)
Total money earned from selling products or services before any costs. It is needed to understand the scale of the business and its ability to generate income.
Net Income (Profit)
Final profit after all expenses, interest, and taxes are deducted. It is needed to determine the overall profitability available to shareholders.
Free Cash Flow (Cash Strength)
Cash remaining after operating activities and capital expenditures, showing cash available for growth. It is needed to evaluate the company’s ability to invest, pay dividends, or reduce debt.
📈 Growth & Strength
Operating Income (Core Profit)
Profit from core operations after deducting all operating expenses. It is needed to measure how efficiently the company runs its primary business activities.
EBITDA (Cash Earnings)
Earnings before interest, taxes, depreciation, and amortization, indicating operating cash potential. It is needed to compare operating performance across companies without accounting or financing differences.
Gross Profit (Unit Profitability)
Revenue minus cost of revenue, showing profit after direct production costs. It is needed to evaluate core business profitability before overhead expenses.
🛡️ Financial Safety
Cash (Liquidity Buffer)
Total cash and cash equivalents on hand. It is needed to evaluate immediate liquidity and financial flexibility.
Total Debt (Leverage Risk)
Total debt including both short-term and long-term components. It is needed to assess the company’s leverage and financial risk.
Net Working Capital (Short-Term Health)
Current assets minus current liabilities, indicating short-term liquidity strength. It is needed to assess whether the company can meet its short-term obligations.
🧱 Balance Sheet Strength
Stockholder Equity (Net Worth)
Total equity value held by shareholders. It is needed to understand the net worth of the company from the owners’ perspective.
Total Assets (Asset Base)
The full value of everything the company owns, including cash, inventory, equipment, and investments. It is needed to understand the resource base used to generate revenue.
Income Before Tax (Pre-Tax Earnings)
Income before provision for income taxes. It is needed to analyze profitability independent of tax structures.
⚙️ Cost & Drag Factors
Cost of Revenue (Production Cost)
Direct costs required to produce and deliver the products or services sold. It is needed to assess efficiency in production and service delivery.
Total Operating Expenses (Operating Cost)
Indirect costs of running the business such as salaries, marketing, and administration. It is needed to understand how much it costs to sustain ongoing business operations.
Income Tax Expense (Tax Drag)
Amount of taxes paid or payable to the government. It is needed to evaluate the impact of taxation on overall profitability.
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