Rocky Brands Reports Strong Q4 Growth

Surge in direct-to-consumer demand and brand strength drive quarterly sales increase

Feb. 25, 2026 at 6:07am

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Rocky Brands (NASDAQ:RCKY) reported a 9.1% increase in fourth-quarter 2025 net sales, driven by surging direct-to-consumer demand during the holiday season and continued strength in key brands including XTRATUF and Muck. The company's CEO and CFO highlighted the growth, noting that supply chain flexibility and in-house manufacturing helped offset a meaningful portion of higher tariff costs.

Why it matters

Rocky Brands' strong Q4 performance demonstrates the company's ability to navigate supply chain challenges and capitalize on consumer demand, particularly through its direct-to-consumer channels. The results highlight the strength of the company's portfolio of outdoor, work, and lifestyle brands, which have resonated with customers.

The details

Rocky Brands reported fourth-quarter net sales of $139.7 million, up 9.1% year-over-year. Retail sales increased 30.8% to $57.0 million, while wholesale sales declined 2.1% to $79.6 million. The company's CEO, Jason Brooks, cited strength across brands, including XTRATUF, Muck, Durango, and Georgia Boot. E-commerce performance was particularly strong, with XTRATUF and Muck seeing 'almost triple digits' and 'mid-double digits' growth, respectively, on their branded websites.

  • Rocky Brands reported its Q4 2025 earnings on February 25, 2026.

The players

Rocky Brands

A designer, manufacturer and marketer of premium footwear, apparel and accessories for outdoor enthusiasts, hardworking professionals and military personnel.

Jason Brooks

CEO of Rocky Brands.

Tom Robertson

Chief Operating and Chief Financial Officer of Rocky Brands.

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What they’re saying

“We must not let individuals continue to damage private property in San Francisco.”

— Robert Jenkins, San Francisco resident

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee

What’s next

The company expects revenue to increase approximately 6% in 2026, with retail growing faster than wholesale. Gross margins are forecast to be similar to 2025, but management expects tariff impacts to be concentrated early in the year, including roughly $10 million in IEEPA tariffs hitting the P&L in the first half, with 80% of that occurring in the first quarter.

The takeaway

Rocky Brands' strong fourth-quarter performance, driven by its direct-to-consumer channels and brand strength, highlights the company's ability to navigate supply chain challenges and capitalize on consumer demand. The results demonstrate the resilience and adaptability of Rocky's portfolio of outdoor, work, and lifestyle brands.