Exhibit 99
     
     
ROCKY BRANDS, INC.
   
       
Company Contact:
Jim McDonald
     
Chief Financial Officer
     
(740) 753-1951
       
       
   
Investor Relations:
ICR, Inc.
     
Brendon Frey
     
(203) 682-8200


ROCKY BRANDS, INC. ANNOUNCES FOURTH QUARTER AND FULL YEAR 2010 RESULTS
Sales Increased 8.2% for the Quarter and 10.2% for the Full Year
 Diluted EPS Improved to $0.41 for the Quarter and $1.14 for the Full Year

NELSONVILLE, Ohio, February 15, 2011 – Rocky Brands, Inc. (NASDAQ: RCKY) today announced financial results for its fourth quarter and fiscal year ended December 31, 2010.

For the fourth quarter of 2010, net sales increased 8.2% to $66.7 million versus net sales of $61.7 million in the fourth quarter of 2009. The Company reported net income of $3.0 million, or $0.41 per diluted share, in the fourth quarter of 2010, versus net income of $0.9 million, or $0.16 per diluted share, for the fourth quarter of 2009.

For fiscal 2010, net sales increased 10.2% to $252.8 million versus net sales of $229.5 million in fiscal 2009.  The Company reported net income of $7.7 million, or $1.14 per diluted share, in 2010, versus net income of $1.2 million, or $0.21 per diluted share, in 2009.

Mike Brooks, Chairman and Chief Executive Officer, commented “We ended the year with another strong performance that exceeded internal and external expectations. Our strategic efforts to grow the top line resulted in wholesale sales being up 14% for the quarter and 8% for the full year. The consumer response to our new product introductions and brand extensions has been positive and is fueling additional demand across our account base. In addition to our sales increase, we reduced our operating expenses 5% in 2010 and more than 17% over the past two years. Lastly, we recently completed a successful recapitalization that strengthened our balance sheet and will significantly lower our interest expense going forward. These recent accomplishments have us well positioned for profitable growth in 2011 and we look forward to returning even greater value to our shareholders in the years ahead.”

Fourth Quarter Review
Net sales for the fourth quarter increased 8.2% to $66.7 million compared to $61.7 million a year ago. Wholesale sales for the fourth quarter increased 14.4% to $52.5 million compared to $45.9 million for the same period in 2009. Retail sales for the fourth quarter were $12.4 million compared to $12.5 million for the same period last year. Military segment sales for the fourth quarter were $1.8 million versus $3.3 million for the same period in 2009.

Gross margin in the fourth quarter of 2010 was $24.3 million, or 36.5% of sales compared to $22.0 million, or 35.7% for the same period last year. The 80 basis point increase is primarily due to the increase in wholesale sales which carry higher gross margins than our military segment.

Operating expenses were $19.0 million, or 28.4% of sales, for the fourth quarter of 2010 compared to $19.1 million, or 31.0% of sales, a year ago.

Income from operations increased to $5.4 million, or 8.1% of sales, for the period compared to income from operations of $2.9 million, or 4.7% sales, in the prior year.

Interest expense was $1.7 million for the fourth quarter of 2010 versus $1.8 million for the same period last year. The decrease is attributable to reduced borrowings versus a year ago combined with lower interest rates as the result of the new $70 million revolving credit facility with PNC Bank signed in October 2010. This decrease was offset by a non-cash charge of approximately $1 million associated with deferred financing costs relating to the extinguishment of the previous credit facility and term loans.
 


 
The Company’s funded debt decreased $20.5 million, or 36.9%, to $35.1 million at December 31, 2010 versus $55.6 million at December 31, 2009.  This decrease is primarily the result of proceeds from our equity offering in May, 2010 and cash generated from operations.

Conference Call Information
The Company’s conference call to review fourth quarter fiscal 2010 results will be broadcast live over the internet today, Tuesday, February 15, 2011 at 4:30 pm Eastern Time.  The broadcast will be hosted at http://www.investquest.com/iq/r/rcky/.

About Rocky Brands, Inc.
Rocky Brands, Inc. is a leading designer, manufacturer and marketer of premium quality footwear and apparel marketed under a portfolio of well recognized brand names including Rocky®, Georgia Boot®, Durango®, Lehigh®, and the licensed brands Michelin® and Mossy Oak®.

Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995

This press release contains certain forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities and Exchange Act of 1934, as amended, which are intended to be covered by the safe harbors created thereby. Those statements include, but may not be limited to, all statements regarding intent, beliefs, expectations, projections, forecasts, and plans of the Company and its management, and include statements in this press release regarding future shareholder returns (paragraph 3).  These forward-looking statements involve numerous risks and uncertainties, including, without limitation, the various risks inherent in the Company’s business as set forth in periodic reports filed with the Securities and Exchange Commission, including the Company’s annual report on Form 10-K for the year ended December 31, 2009 (filed March 2, 2010) and the Company’s quarterly reports on Form 10-Q for the quarters ended March 31, 2010 (filed May 3, 2010), June 30, 2010 (filed August 3, 2010), and September 30, 2010 (filed October 28, 1010).  One or more of these factors have affected historical results, and could in the future affect the Company’s businesses and financial results in future periods and could cause actual results to differ materially from plans and projections. Therefore there can be no assurance that the forward-looking statements included in this press release will prove to be accurate. In light of the significant uncertainties inherent in the forward-looking statements included herein, the Company, or any other person should not regard the inclusion of such information as a representation that the objectives and plans of the Company will be achieved. All forward-looking statements made in this press release are based on information presently available to the management of the Company. The Company assumes no obligation to update any forward-looking statements.
 
 
 

 
Rocky Brands, Inc. and Subsidiaries
Condensed Consolidated Balance Sheets

 
   
December 31, 2010
   
December 31, 2009
 
   
Unaudited
   
Audited
 
ASSETS:
           
             
CURRENT ASSETS:
           
Cash and cash equivalents
  $ 4,362,531     $ 1,797,093  
Trade receivables – net
    47,593,807       45,831,558  
Other receivables
    911,103       1,476,643  
Inventories
    58,852,556       55,420,467  
Deferred income taxes
    1,218,101       1,475,695  
Prepaid expenses
    1,793,852       1,309,138  
Total current assets
    114,731,950       107,310,594  
FIXED ASSETS – net
    22,129,282       22,669,876  
IDENTIFIED INTANGIBLES
    30,495,485       30,516,910  
OTHER ASSETS
    1,222,712       2,892,683  
TOTAL ASSETS
  $ 168,579,429     $ 163,390,063  
                 
                 
LIABILITIES AND SHAREHOLDERS' EQUITY:
               
                 
CURRENT LIABILITIES:
               
Accounts payable
  $ 9,024,851     $ 6,781,534  
Current maturities – long term debt
    487,480       511,870  
Accrued expenses:
               
Taxes - other
    590,217       440,223  
Income tax payable
    422,229       26,242  
Other
    6,050,964       5,226,749  
Total current liabilities
    16,575,741       12,986,618  
                 
LONG TERM DEBT – less current maturities
    34,608,338       55,079,776  
DEFERRED INCOME TAXES
    9,374,685       9,071,639  
DEFERRED LIABILITIES
    3,017,107       3,774,356  
                 
TOTAL LIABILITIES
    63,575,871       80,912,389  
                 
SHAREHOLDERS' EQUITY:
               
Common stock, no par value;
               
25,000,000 shares authorized; issued and outstanding 
December 31, 2010 - 7,426,787; December 31, 2009 - 5,576,465
    69,052,101       54,598,104  
                 
Accumulated other comprehensive loss
    (2,828,989 )     (3,217,144 )
Retained earnings
    38,780,446       31,096,714  
                 
Total shareholders' equity
    105,003,558       82,477,674  
                 
TOTAL LIABILITIES AND SHAREHOLDERS' EQUITY
  $ 168,579,429     $ 163,390,063  




              Rocky Brands, Inc. and Subsidiaries
             Condensed Consolidated Statements of Operations
 
   
Three Months Ended
   
Years Ended
 
   
December 31,
   
December 31,
 
   
2010
   
2009
   
2010
   
2009
 
   
Unaudited
   
Unaudited
   
Unaudited
   
Audited
 
                                 
NET SALES
  $ 66,729,979     $ 61,659,962     $ 252,792,263     $ 229,485,575  
                                 
COST OF GOODS SOLD
    42,397,793       39,628,552       163,419,549       144,928,219  
                                 
GROSS MARGIN
    24,332,186       22,031,410       89,372,714       84,557,356  
                                 
OPERATING EXPENSES
                               
Selling, general and administrative expenses
    18,955,677       18,430,127       72,303,259       75,072,208  
Restructuring charges
    -       711,169       -       711,169  
Total operating expenses
    18,955,677       19,141,296       72,303,259       75,783,377  
                                 
INCOME FROM OPERATIONS
    5,376,509       2,890,114       17,069,455       8,773,979  
                                 
OTHER INCOME AND (EXPENSES):
                               
Interest expense
    (1,743,273 )     (1,834,608 )     (6,464,449 )     (7,500,513 )
Other – net
    365,762       319,957       652,213       577,856  
Total other - net
    (1,377,511 )     (1,514,651 )     (5,812,236 )     (6,922,657 )
                                 
INCOME BEFORE INCOME TAXES
    3,998,998       1,375,463       11,257,219       1,851,322  
                                 
INCOME TAX EXPENSE
    960,487       465,997       3,573,487       676,515  
                                 
NET INCOME
  $ 3,038,511     $ 909,466     $ 7,683,732     $ 1,174,807  
                                 
INCOME PER SHARE
                               
Basic
  $ 0.41     $ 0.16     $ 1.14     $ 0.21  
Diluted
  $ 0.41     $ 0.16     $ 1.14     $ 0.21  
                                 
WEIGHTED AVERAGE NUMBER OF
                               
COMMON SHARES OUTSTANDING
                         
Basic
    7,417,854       5,564,408       6,747,847       5,551,382  
Diluted
    7,436,060       5,592,446       6,764,190       5,551,382