Rocky Brands
- Company typePublic
- Founded1932
- HeadquartersNelsonville, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
Rocky Brands firmographics
Firmographics- Name
- Rocky Brands
- Legal name
- Rocky Brands, Inc.
- Website
- https://rockybrands.com
- Company type
- Public
- Founded year
- 1932
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Rocky Brands industry classification
Industry- Product category
- Footwear
- NAICS
- Footwear Manufacturing (3162), Shoe Retailers (4582), Footwear Merchant Wholesalers (42434)
- SIC
- Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661)
- akta.pro primary industry
- Outdoor & Hiking Footwear (CRAAACAD)
- akta.pro secondary industries
- Outdoor, Hiking & Trail Footwear Retail (CRAAADAE), Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ)
Keywords
Where Rocky Brands is headquartered
LocationHeadquarters
- HQ city
- Nelsonville
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Rocky Brands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Footwear and Apparel Sales: Rocky Brands generates revenue through the design, manufacturing, and sale of footwear and apparel products under multiple brands including Rocky Boots, Durango, Georgia Boot, Muck Boot Co, XTRATUF, Ranger, Lehigh CustomFit, Lehigh Outfitters, Lehigh Safety Shoes, Shoe Angel, and SlipGrips. The company sells through wholesale distribution, direct-to-consumer retail, and e-commerce channels.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Rocky Brands product offering
Product offeringCore offering
Rocky Brands designs, manufactures, and sells footwear and apparel across 11 owned brands covering work boots, western boots, outdoor recreation, marine/fishing, and industrial safety footwear. The company operates its own footwear factories in Puerto Rico and the Dominican Republic and sells through wholesale distribution, company-operated retail and DTC e-commerce, B2B enterprise channels, and outdoor professional partnerships.
Product overview
Rocky Brands is a portfolio of 11 footwear brands founded in 1932, offering work boots, western boots, outdoor boots, and safety footwear. The portfolio includes Rocky Boots (flagship outdoor/work boots), Durango (western-style boots), Georgia Boot (industrial work boots), The Original Muck Boot Company (waterproof boots), XTRATUF (marine/fishing footwear), Ranger (outdoor recreation boots), Lehigh CustomFit (custom-fit safety boots), Lehigh Outfitters (work/recreation boots), Lehigh Safety Shoes (industrial safety footwear), Shoe Angel, and SlipGrips (slip-resistant footwear). The company operates its own factories in Puerto Rico and the Dominican Republic.
Differentiator
Problem solved
Functional benefit
Brands
- Rocky Boots: Core work and outdoor footwear brand
- Durango
- Georgia Boot
- Muck Boot Co
- XTRATUF
- Ranger
- Lehigh CustomFit
- Lehigh Outfitters
- Lehigh Safety Shoes
- Shoe Angel
- SlipGrips
Products and services
- Rocky Boots Rocky Boots is the flagship brand offering rugged outdoor and work boots for hunting, outdoor work, and tactical applications. Targeted at consumers and workers needing durable footwear.
- Durango Durango offers western-style boots combining fashion with function for ranch and outdoor work, sold to western lifestyle and ranch consumers.
- Georgia Boot Georgia Boot offers work boots designed for industrial and construction environments with safety features for workers and tradespeople.
- The Original Muck Boot Company The Original Muck Boot Company offers waterproof boots designed for outdoor enthusiasts, farmers, and industrial workers in wet conditions.
- XTRATUF XTRATUF offers premium waterproof footwear for fishing and marine environments, including deck boots and sneakers for commercial fishermen and marine professionals.
- Ranger Ranger offers outdoor boots designed for hunting and outdoor recreation activities.
- Lehigh CustomFit Lehigh CustomFit provides custom-fit work boots designed for industrial and safety applications, sold via B2B enterprise channels.
- Lehigh Outfitters Lehigh Outfitters offers work boots and outdoor footwear for industrial and recreational use.
- Lehigh Safety Shoes Lehigh Safety Shoes provides safety footwear meeting industrial safety standards for various work environments.
- Shoe Angel Shoe Angel offers branded footwear for everyday wear and outdoor activities.
- SlipGrips SlipGrips offers boots and footwear featuring slip-resistant technology for industrial and outdoor applications.
Companies that use Rocky Brands
Customer profileNamed customers1 record
Ideal customer profiles4 records
Rocky Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rocky Brands partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- GuidefittercoreGuidefitter announced an expanded partnership with Rocky Brands, adding The Original Muck Boot Company and XTRATUF to its outdoor recreation technology platform. The expansion builds on a relationship established with Rocky Boots in 2021 and grants Muck and XTRATUF access to Guidefitter's network of over 194,000 verified outdoor professionals including guides, outfitters, military, and law enforcement. The partnership underscores Rocky Brands' confidence in the platform's ability to deliver brand engagement and credibility within the outdoor industry.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Rocky Brands competitors and assessment
Company assessmentDirect peers
- Justin Brands: Justin Brands, a Berkshire Hathaway subsidiary, produces western and work boots under Justin, Tony Lama, Chippewa, and Wolverine brand names. It is a direct competitor in the western boot category against Durango.
- Wolverine World Wide: Wolverine World Wide is a US public footwear company that owns work, military, and outdoor boot brands (Wolverine, Bates, Harley-Davidson Footwear, Cat Footwear). Its portfolio structure, distribution model, and end-markets are the closest public analogue to Rocky Brands.
- LaCrosse Footwear: LaCrosse Footwear manufactures rubber and leather work, hunting, and outdoor boots under the LaCrosse and Danner brands. It competes most directly with Rocky Brands' Muck and XTRATUF in outdoor/work waterproof boots.
- Protective Industrial Products: Protective Industrial Products (PIP) is a leading safety footwear and PPE provider serving industrial workers. It directly competes with Lehigh Safety Shoes, Lehigh CustomFit, and SlipGrips in occupational safety footwear channels.
- Ariat International: Ariat is a privately held footwear and apparel company specializing in western, work, and equestrian boots. It directly competes with Rocky Brands' Durango brand in western and with Georgia Boot in work footwear.
Broad incumbents
- VF Corporation: VF Corporation owns Timberland (PRO work boots), Dickies, and several outdoor brands. It overlaps directly with Rocky Brands in work footwear (Timberland PRO) while operating a much broader apparel portfolio.
- Columbia Sportswear: Columbia Sportswear is a public outdoor apparel and footwear company. Its footwear line intersects Rocky Brands' outdoor and hunting boots (Ranger, Rocky) within the same specialty retail and DTC channels.
- Skechers: Skechers is a global public footwear company offering work, casual, and athletic shoes. Skechers Work segment and safety footwear lines directly compete with Georgia Boot and Lehigh Safety Shoes.
- Honeywell Personal Protective Equipment: Honeywell's PPE division (formerly Honeywell Safety) produces industrial safety footwear including the Miller and Servus brands. It competes with Rocky Brands' safety footwear portfolio in B2B industrial distribution.
- Deckers Outdoor: Deckers Outdoor is a US public footwear company with brands including UGG, HOKA, Teva, and Sanuk. While its portfolio skews lifestyle and performance, it competes in outdoor footwear channels against Rocky Brands' portfolio brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Rocky Brands social profiles
Digital presenceRocky Brands compliance and trust
Trust signalCompliance1 record
Rocky Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rocky Brands leadership team
Management profileNumber of profiles
Rocky Brands subsidiaries and ownership
Company hierarchySubsidiaries10 records
Rocky Brands funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rocky Brands M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rocky Brands
What does Rocky Brands do?
Rocky Brands designs, manufactures, and sells footwear and apparel across 11 owned brands covering work boots, western boots, outdoor recreation, marine/fishing, and industrial safety footwear. The company operates its own footwear factories in Puerto Rico and the Dominican Republic and sells through wholesale distribution, company-operated retail and DTC e-commerce, B2B enterprise channels, and outdoor professional partnerships.
Is Rocky Brands a public or private company?
Rocky Brands is a public company. It is classified as public and is currently operating.
When was Rocky Brands founded?
Rocky Brands was founded in 1932. It employs 1,001 to 5,000 people.
Where is Rocky Brands based?
Rocky Brands is headquartered in Nelsonville, United States, in the North America region.
How does Rocky Brands make money?
One revenue line is on record: footwear and Apparel Sales.
Who are Rocky Brands's main competitors?
Direct peers on record are Justin Brands, Wolverine World Wide, LaCrosse Footwear, Protective Industrial Products and Ariat International. Broad incumbents are VF Corporation, Columbia Sportswear, Skechers, Honeywell Personal Protective Equipment and Deckers Outdoor.
Does Rocky Brands have an API?
No public API is recorded for Rocky Brands.
What industry is Rocky Brands in?
Rocky Brands's product category is Footwear. Its primary akta.pro industry code is CRAAACAD, Outdoor & Hiking Footwear, with a secondary code of CRAAADAE, Outdoor, Hiking & Trail Footwear Retail. Its NAICS code is 3162 and its SIC code is 3140.