Rocky Brands Inc. announced that it has sold Neos Overshoe to SureWerx, a manufacturer of safety, tool & equipment products. Terms were not disclosed.
Rocky Brands acquired Neos Overshoe, designed for rain and snow protection, in its March 2021 acquisition of the Honeywell footwear business. The acquired portfolio also included The Original Muck Boot Company, Xtratuf, Servus and Ranger brands.
The acquisition follows SureWerx’s acquisition in March 2022 of Footwear Specialties International (FSI), a maker of safety footwear based in Portland, OR.
SureWerx CEO, Chris Baby, shared, “Adding NEOS Overshoe to our ever growing, world-class portfolio of SureWerx brands moves us another step toward our goal of becoming the global leader in Safety and Productivity. The recent acquisitions of the Due North, K1, Avenger Work Boots, Nautilus Safety Footwear and MEGAComfort brands, along with our existing Pioneer/Ranpro PU boot program will now be complemented by another power brand helping to build out our complete safety footwear offering.”
“As with the recent MEGAComfort acquisition, we see tremendous opportunities to leverage the NEOS Overshoe brand across our broad spectrum of distributors and end users alike. Offering a full range of premium overshoes enhances our one-stop shop foot protection program and further strengthens our position as a leader in that market,” stated FSI President, Aaron Atkinson. “We are thrilled to be adding this highly respected brand to our growing footwear portfolio. One year ago SureWerx was not in safety footwear at all, but today, through acquisition and aggressive growth strategies, we are becoming a serious provider of foot protection products with more to come.”
Surewerx is co-headquartered in Vancouver, British Columbia, and Elgin, IL.
