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Rocky’s digital investment pays off

Footwear group Rocky Brands credited investment in brands, marketing and its digital channels with helping it to optimise online sales during the pandemic as stores closed.

Ecommerce sales grew ‘in triple digits’ percentage-wise in the second quarter that ended on June 30.
Despite thos, revenues were $56.2 million, down from $62 million in the same three-month period last year.

CEO Jason Brooks said: “Between our branded websites and online marketplaces, total digital sales increased triple digits on a percentage basis in the second quarter driven by existing customers and a dramatic increase in new customer acquisition. 

“Meanwhile, the strong relationships we have forged with our key wholesale accounts helped us weather the slowdown at brick and mortar retail from reduced traffic and store closures. 

“As lockdown restrictions began to ease in many areas of the country midway through the second quarter, we experienced a significant pick up in weekly sell-through at retail. 

“While there is still uncertainty about the ultimate impact that COVID-19 will have on our industry and the overall economy, I am confident that our business model and balance sheet, which featured over $25 million in cash and cash equivalents and no debt at the end of the second quarter, have Rocky Brands well positioned to navigate the current headwinds and emerge from the pandemic poised for long-term success.”

Rocky’s brands include Georgia Boot, Durango, Lehigh, and the licensed brand Michelin.