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Rocky Brands, Inc (RCKY) Fair Value & Analysis

Consumer Cyclical · US · Market cap $314M

Price$40.51
Fair Value$32.35
Upside-20.1%
Quality95/100
Evidence: High Range $24.82 – $40.99

Fair value as of: Jun 24, 2026

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Analysis

Rocky Brands, Inc (RCKY) currently trades at $40.51, while our model-based Fair Value estimate is $32.35 — implying the stock looks roughly 20.1% overvalued today. We read business quality at 95/100 (high quality), in the Consumer Cyclical sector. Bear case: priced above our estimate, the market already discounts strong expectations. Bull case: above-average quality can justify a premium — the entry price still matters most (evidence: high).

About the company

Rocky Brands, Inc. designs, manufactures, and markets footwear and apparel in the United States, Canada, the United Kingdom, and internationally. It operates through Wholesale, Retail, and Contract Manufacturing segments. The Wholesale segment offers products, which includes sporting goods stores, outdoor retailers, independent shoe retailers, hardware stores, mass merchants, uniform stores, farm store chains, specialty safety stores, specialty retailers, and online retailers in retail locations through a range of distribution channels. Its Retail segment sells its products direct sales to consumers through its websites comprising rockyboots.com, georgiaboot.com, durangoboot.com, muckbootcompany.com, xtratuf.com, lehighoutfitters.com, lehighsafetyshoes.com, and slipgrips.com; and third-party marketplaces and Rocky Outdoor Gear Stores. The Contract Manufacturing segment include private label sales and sales to customers which are contracted to manufacture a specific footwear product …

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Frequently asked questions

Is Rocky Brands, Inc (RCKY) undervalued?
As of Jun 24, 2026, our model estimates a fair value of $32.35 versus a price of $40.51 — about −20% (overvalued). Model-based estimate, not financial advice.
What is the fair value of RCKY?
Our 21-model fair value for Rocky Brands, Inc is $32.35 (as of Jun 24, 2026), built from audited fundamentals. The current price is $40.51.
What is the quality score of RCKY?
Rocky Brands, Inc has a Quality Score of 95/100, measuring profitability, growth and balance-sheet strength from non-valuation factors.

How we calculate Fair Value

Each company is valued through a stack of independent intrinsic-value models (DCF variants, residual-income, multiples and more), blended into one family-balanced consensus and weighted by how much trustworthy data backs it. A separate quality layer scores the fundamentals. Every input is real reported data — nothing guessed.

Educational research only · not financial advice · no buy/sell recommendation. Model-based estimates are not certainties; their reliability depends on data quality and assumptions.