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Rocky Brands, Inc. Message Board

greengrosser1 1 post  |  Last Activity: Jul 23, 2015 11:30 AM Member since: Apr 26, 2007
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    I'll take the earnings and the outlook

    by hopeful200 Jul 22, 2015 4:14 PM
    greengrosser1 greengrosser1 Jul 23, 2015 11:30 AM Flag

    Seems to me that Saucony and LaCrosse are stronger brands with a certain cachet that may enable them to command a premium, whether from footwear buyers or buyers of the company... Saucony may have the prestige of an Adidas in running and LaCrosse may be like Danner or Muck or L.L. Bean.

    How would Rocky's main brands compare? My impression is that Georgia was always lower end brand, while Durango is middle end (not at the level of Dan Post or even Justin's but probably more like Laredo). I'm not a hunter so I don't know how esteemed Rocky is, but it seems to me that it used to be strong brand but today may be less so. Lehigh is a different animal but it's small and doesn't seem well regarded.

    If you're trying to value the business based on comps, I think it's important to know this. If the brands aren't strong, I don't see a buyer paying much for them. Even on the basis of long-term earnings, a company with stronger brands should be more resilient, which is worth something.

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