Retail Merchandiser - March/April 2018 - 40

Rocky Brands
sales. "We were all asked to step up,"
Brooks adds. "For us, 2017 was about
running the company on adrenaline;
we were happy to have the opportunity to be managed in a different way."
The company under Brooks concentrated on its core brands, a process that included selling a casual sneaker brand it had
acquired in 2013. "We focused on how to be
successful and how we could be a better partner to our customers, vendors, retail partners and factories," he says. "We
used to say that we were easy to do business with, but there
were a lot of people who would say that we were not."

Strategic Initiatives
With its executive positions mostly settled and with a new
vision and mission statement in place, the company in 2018
is working on two strategic initiatives. The first of these is
to increase its topline sales, while the second initiative is
focused on operational excellence.
Rocky Brands is emphasizing the heritage of its brands
in an effort to increase sales. The company recently hired a
marketing consultant to help it implement a go-to-market

plan that includes evaluating
distribution
channels and
consumers. The plan
will be rolled out this fall.
"We have the No. 1 military boot in the United States:
the Rocky S2V, which we sell at commercial military retail,"
Brooks says of one of the company's marketing plans. "We
haven't really touted that or done any marketing around
that, so we want to spend time sharing that story and having
the people who wear the boots share their stories."
Rocky Brands is also adding inside sales people to increase market share of the Lehigh brand, which sells safety
footwear through business-to-business channels.
In addition, the company is examining its distribution
channels, which include dealer stores as well as selling
through its own website and Amazon.com. "We 100 percent agree with everyone that we have to find our part of
Internet sales or be left behind, but at the same time we
want to protect our brands," he adds.

"

Though we're publicly
traded, I think we're
still run like a family
business.

"

For the company, operational excellence includes finding
ways to be more efficient in its warehouse, sales and manufacturing operations. The company recently upgraded its
warehouse management system and built a new fireproof
and windproof data center. Rocky Brands could potentially
add space to its main warehouse in early 2017, Brooks says.
Brooks says the company's future looks bright because of
the efforts of its staff. "Though we're publicly traded, I think
we're still run like a family business," Brooks says. "I believe
the people who are here today who have been around for
a long time have a passion for the brand and want it to be
successful, and that's a big reason we are where we are." O
40

RETAIL-MERCHANDISER.COM

Volume 58, Issue 2


http://retail-merchandiser.com

Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2018

Contents
Retail Merchandiser - March/April 2018 - Cover1
Retail Merchandiser - March/April 2018 - Cover2
Retail Merchandiser - March/April 2018 - 1
Retail Merchandiser - March/April 2018 - Contents
Retail Merchandiser - March/April 2018 - 3
Retail Merchandiser - March/April 2018 - 4
Retail Merchandiser - March/April 2018 - 5
Retail Merchandiser - March/April 2018 - 6
Retail Merchandiser - March/April 2018 - 7
Retail Merchandiser - March/April 2018 - 8
Retail Merchandiser - March/April 2018 - 9
Retail Merchandiser - March/April 2018 - 10
Retail Merchandiser - March/April 2018 - 11
Retail Merchandiser - March/April 2018 - 12
Retail Merchandiser - March/April 2018 - 13
Retail Merchandiser - March/April 2018 - 14
Retail Merchandiser - March/April 2018 - 15
Retail Merchandiser - March/April 2018 - 16
Retail Merchandiser - March/April 2018 - 17
Retail Merchandiser - March/April 2018 - 18
Retail Merchandiser - March/April 2018 - 19
Retail Merchandiser - March/April 2018 - 20
Retail Merchandiser - March/April 2018 - 21
Retail Merchandiser - March/April 2018 - 22
Retail Merchandiser - March/April 2018 - 23
Retail Merchandiser - March/April 2018 - 24
Retail Merchandiser - March/April 2018 - 25
Retail Merchandiser - March/April 2018 - 26
Retail Merchandiser - March/April 2018 - 27
Retail Merchandiser - March/April 2018 - 28
Retail Merchandiser - March/April 2018 - 29
Retail Merchandiser - March/April 2018 - 30
Retail Merchandiser - March/April 2018 - 31
Retail Merchandiser - March/April 2018 - 32
Retail Merchandiser - March/April 2018 - 33
Retail Merchandiser - March/April 2018 - 34
Retail Merchandiser - March/April 2018 - 35
Retail Merchandiser - March/April 2018 - 36
Retail Merchandiser - March/April 2018 - 37
Retail Merchandiser - March/April 2018 - 38
Retail Merchandiser - March/April 2018 - 39
Retail Merchandiser - March/April 2018 - 40
Retail Merchandiser - March/April 2018 - 41
Retail Merchandiser - March/April 2018 - 42
Retail Merchandiser - March/April 2018 - 43
Retail Merchandiser - March/April 2018 - 44
Retail Merchandiser - March/April 2018 - 45
Retail Merchandiser - March/April 2018 - 46
Retail Merchandiser - March/April 2018 - 47
Retail Merchandiser - March/April 2018 - 48
Retail Merchandiser - March/April 2018 - 49
Retail Merchandiser - March/April 2018 - 50
Retail Merchandiser - March/April 2018 - 51
Retail Merchandiser - March/April 2018 - 52
Retail Merchandiser - March/April 2018 - 53
Retail Merchandiser - March/April 2018 - 54
Retail Merchandiser - March/April 2018 - 55
Retail Merchandiser - March/April 2018 - 56
Retail Merchandiser - March/April 2018 - 57
Retail Merchandiser - March/April 2018 - 58
Retail Merchandiser - March/April 2018 - 59
Retail Merchandiser - March/April 2018 - 60
Retail Merchandiser - March/April 2018 - 61
Retail Merchandiser - March/April 2018 - 62
Retail Merchandiser - March/April 2018 - 63
Retail Merchandiser - March/April 2018 - 64
Retail Merchandiser - March/April 2018 - 65
Retail Merchandiser - March/April 2018 - 66
Retail Merchandiser - March/April 2018 - 67
Retail Merchandiser - March/April 2018 - 68
Retail Merchandiser - March/April 2018 - 69
Retail Merchandiser - March/April 2018 - 70
Retail Merchandiser - March/April 2018 - 71
Retail Merchandiser - March/April 2018 - 72
Retail Merchandiser - March/April 2018 - 73
Retail Merchandiser - March/April 2018 - 74
Retail Merchandiser - March/April 2018 - 75
Retail Merchandiser - March/April 2018 - 76
Retail Merchandiser - March/April 2018 - 77
Retail Merchandiser - March/April 2018 - 78
Retail Merchandiser - March/April 2018 - 79
Retail Merchandiser - March/April 2018 - 80
Retail Merchandiser - March/April 2018 - Cover3
Retail Merchandiser - March/April 2018 - Cover4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_novemberdecember2019_issue6
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_novemberdecember2019_issue6A
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_septemberoctober2019_issue5
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_septemberoctober2019_issue5a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_julyaugust2019_issue4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue4a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue3
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue3a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue2A
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue1
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue1a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue6
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue5
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue3
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue1
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20171112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170304
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_globalsen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_nextgen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910
http://www.nxtbook.com/nxtbooks/phoenix/rm_20140708_reprint
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20131112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130506
http://www.nxtbook.com/nxtbooks/phoenix/rm_mediakit2013
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20121112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20111112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20110910
http://www.nxtbookMEDIA.com