Rocky Brands, Inc. (NASDAQ: RCKY)

Rocky Brands, Inc. is a designer manufacturer and marketer of premium quality footwear and apparel. The company markets its products under a portfolio of well recognized brand names including Muck XTRATUF Rocky Durango Georgia Boot Lehigh Ranger and the licensed brand Michelin.

Revenue is generated primarily from the sale of footwear apparel and accessories through wholesale distribution retail channels and contract manufacturing arrangements. Products are offered at a range of price points from forty five dollars to six hundred eighty dollars and are organized around six target markets work outdoor western commercial military duty and military.

The company operates through the following segments: Wholesale Retail and Contract Manufacturing.

• Wholesale distributes products through a wide range of channels including sporting goods stores outdoor retailers independent shoe retailers hardware stores mass merchants uniform stores farm store chains specialty safety stores specialty retailers and online retailers. The sales force is organized around major accounts such as Amazon Boot Barn Tractor Supply Company and Bass Pro and around the target markets work outdoor western commercial military duty and military.

• Retail reaches consumers through three strategies Lehigh business to business via direct sales and CustomFit websites consumer online websites and third party marketplaces and the Rocky Outdoor Gear Store located in Nelsonville Ohio.

• Contract Manufacturing involves bidding on eligible footwear contracts with the United States Military and private label contracts with sales dependent on winning those bids.

Rocky Brands holds a strong position in the footwear and apparel industry supported by a well recognized brand portfolio a commitment to product innovation long term retailer relationships and diverse sourcing and manufacturing capabilities. These advantages enable the company to compete effectively against larger rivals that have greater financial marketing distribution and manufacturing resources.

The company serves a varied customer base that includes wholesale accounts such as Amazon Boot Barn Tractor Supply Company and Bass Pro military customers served through base exchanges like the Army Air Force Exchange Service and individual consumers reached via online channels and the Rocky Outdoor Gear Store. In addition Lehigh provides business to business solutions directly to employers through its CustomFit platform.