Longtime players in the outdoor, work, western, duty and commercial military segments, Rocky Brands is establishing roots in the lifestyle markets through its recently acquired Creative Recreation and newly launched Rocky 4EurSole collections.
“Our long-time brands – Rocky, Georgia Boot and Durango – are in segments that represent only 13 percent of the U.S. footwear market,” said David Sharp, President and CEO. “The ‘casual’ market is four times larger than this. To continue to grow and evolve, it was imperative that we not only excel within our existing sales channels but that we move into new, untapped areas.”
Rocky Brands acquired Creative Recreation, a men’s lifestyle brand that designs fashion-driven sneakers, in December 2013. Since then, Rocky Brands has focused on improving the company’s operations and supply chain. Creative Recreation’s original co-founder Rich Cofinco recently rejoined the company as Creative Director to reinforce its position as cutting-edge innovator in lifestyle footwear.
“We are revitalizing Creative Recreation’s position in the men’s market by refocusing on the development of new products that meet the fashion needs of today’s consumer,” he added. “On top of this, we are firmly inserting ourselves in the much larger women’s casual market with the introduction of 4EurSole.”
Rocky 4EurSole is a collection of clogs designed for active women who are seeking both comfort and fashion in their footwear. The shoes offer a unique three-part system that allows the wearer the option to interchange insoles to create either a backless slide, a swivel-strap slide or a full back shoe. They are constructed with full-grain leathers and ergonomic, cushioned footbeds. The first styles are now delivering to retail.
