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Rocky Brands to Acquire The Original Muck Boot Co., Xtratuf and Other Honeywell Brands

Rocky Brands is beefing up its work and outdoor performance portfolio with the acquisition of Honeywell International’s performance and lifestyle division of footwear brands that include The Original Muck Boot Company, XTRATUF, Servus, NEOs and Ranger brands for $230 million.

Jason Brooks, president and CEO of Rocky Brands, says the acquisition will greatly enhance the Nelsonville, OH-based company’s powerful portfolio of footwear brands and significantly increase its sales and profitability. “We’re acquiring a well-run business with a corporate culture and a customer base similar to ours, which provides meaningful growth opportunities within our existing categories as well as an entrée into new market segments,” he states. “Its innovative and authentic product collections complement our existing offering with minimal overlap, which will allow us to strengthen our wholesale relationships and serve a wider consumer audience. At the same time, we plan to leverage Rocky’s advanced fulfillment capabilities to improve distribution of the new brands to wholesale customers and accelerate direct-to-consumer penetration.”

“We are thrilled to be joining Rocky Brands,” states Craig Reingold, president of Honeywell’s lifestyle footwear business. “This transaction will bring together many strong, beloved brands. As we look to the future, the combined entities provide our passionate associates with greater opportunities to serve our accounts and consumers who have come to love our brands. I could not be more proud of the team and their success in building our brands over the past several years. We look forward to a smooth integration and capitalizing on our collective experience, innovation and operational expertise to deliver outsized growth for years to come.”

The Original Muck Boot Company pioneered the quality rubber and neoprene boot category by delivering weatherproof and comfortable products made with premium materials designed to brave every element. Xtratuf is a leading outfitter in the commercial fishing segment having provided Alaskan fishermen with reliable footwear in wet conditions for nearly 60 years. Servus boots date back to the 1920s and today the brand is known for its high-quality, accessible PVC footwear made for wet working conditions. NEOS is known for overshoes with extreme traction. Its products are proven to keep feet dry and comfortable in extreme conditions and surefooted on almost any terrain. Last but not least, Ranger boots are built for cold and wet weather and providing exceptional comfort and function at a value price.

The April/May 2024 Issue

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