Overshoes maker offloaded by Rocky Brands
After adding overshoes brand Neos to its performance footwear portfolio as part of a larger $230 million acquisition last year, US shoe group Rocky Brands has offloaded the company to safety and equipment specialist SureWerx.
Neos’ range includes options for integrated ice cleats as well as non-spiked versions, helping protect wearers’ footwear from various weather conditions.
Chief executive at SureWerx, Chris Baby, commented that the deal will help move the business closer to becoming a global market leader in its sphere. Similarly, the company’s president and general manager for footwear, Aaron Atkinson, added that bringing Neos into the fold would only strengthen its existing “one-stop shop foot protection programme” by fleshing out its overshoes offer. “We see tremendous opportunities to leverage the Neos brand across our broad spectrum of distributors and end users alike,” he said.
SureWerx is co-headquartered in Vancouver and Elgin, Illinois. It also purchased MegaComfort International, a maker of ergonomic anti-fatigue insoles, in August. Terms of either deal were not disclosed.
Image: Trevor Connell.
