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Rocky Brands Inc. (RCKY)) is a designer, manufacturer and marketer of outdoor, work, duty and western footwear, apparel and accessories. The Company's products are distributed through three business segments: wholesale, retail and military. In the wholesale business, the Company distributes its products through a range of distribution channels representing over 10,000 retail store locations in the United States and Canada. Its retail business includes direct sales of its products to consumers through its Lehigh CustomFit platrform, its Rocky outlet stores and Websites.

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The Challenge

Rocky Brands' management team conducted a comprehensive reassessment of its e-commerce and digital marketing strategy to better align with corporate revenue targets, broader business objectives, and fiduciary responsibilities to investors. Although overall product sales were steady, the company's existing websites were underperforming in terms of sales conversions. The front-end platforms were outdated and required a modern, cohesive brand redesign aligned with current web best practices. Additionally, the back-end infrastructure consisted of fragmented legacy systems that needed to be centralized and fully integrated to improve operational efficiency.

To effectively support its portfolio of websites, Rocky Brands required the development of a centralized portal (intranet) to streamline management of its online operations. Furthermore, the company's internet marketing initiatives were poorly managed, resulting in significant inefficiencies and substantial financial losses.

On the wholesale side, the process of building customized B2B websites for individual customers was highly inefficient and time-consuming. Each site—requiring unique pricing structures, product catalogs, and user credentials—took approximately one month to develop. Even after completion, these sites frequently lacked optimal functionality. As a result, many customers preferred purchasing through the company's shoemobile trucks rather than the online platform, despite the higher operational cost to Rocky Brands.

To address these challenges, Rocky Brands engaged Dreaming Code to centralize its systems and collaborate on developing a more scalable, integrated, and efficient digital commerce solution.


Dreaming Code's Solution

  • Work closely with Rocky to re-design/re-brand 10 company websites as well as 1 B2B website
  • Use middleware such as Microsoft's BizTalk to connect disparate systems
  • Integrate online ordering process with Rocky's ERP system
  • Build a robust online application enabling the following:
    • multi site catalog management system with work flow management enabling Rocky to efficiently, safely and effectively manage the content on all sites from one central application
    • communication amongst all parties involved in website content/order management
    • order entry/management (all web orders remain in one central location) for better reporting/management
    • robust reporting to track sales, sales representative performance, discount code usage, advertising effectiveness, etc.
  • Build an application to enable Rocky to create new B2B websites within a day to better service the growing needs of their PPE program customers
The project was deployed on time and on budget as Dreaming Code used a fixed time and fixed price approach.

B2C eCommerce & Integration Services


Dreaming Code successfully implemented Biz Talk thereby achieving the following two objectives:
  • enabling communication amongst Rocky's disparate systems
  • integrating the online ordering process with Rocky's ERP system
Ten new B2C eCommerce websites were re-branded and built with a solid information architecture as well as search engine optimized.

B2B eCommerce - CustomFit

Dreaming Code developed a custom application that empowers Rocky employees to efficiently launch and manage B2B websites for the company's PPE program. The platform supports customer-specific login credentials, individualized pricing structures, tailored product catalogs, customized messaging, flexible payment options, employee tracking, and comprehensive program management capabilities.

The solution is fully integrated with Rocky's ERP system, streamlining administration, reporting, and invoicing processes. By replacing more costly and manual customer service methods with this scalable, continuously evolving platform, Rocky has improved operational efficiency and continues to achieve consistent year-over-year growth.