Lacrosse Footwear

lacrosse footwear

For more than 100 years, lacrosse footwear has provided performance products to keep the outdoorsman warm, dry and comfortable. Today, the company designs, manufactures and markets premium-quality rubber, leather and vinyl footwear under the LaCrosse and Danner brand names for recreational, occupational and military use. LaCrosse and Danner products are sold domestically and internationally through specialty retailers, distributors, and an extensive network of direct-to-consumer outlets.

Founded in 1897 as the La Crosse Rubber Mills, the company initially produced rubber horseshoes and rainwear. By 1906, the focus had switched to developing rubber, leather and canvas boots for expert users at work and in the outdoors. The company grew quickly through a combination of product innovation, acquisitions and strategic marketing. In the early 1990s, it employed 609 workers in La Crosse and a number of other locations including Claremont, New Hampshire; Hillsboro, Oregon; and Clintonville, Wisconsin. Its annual sales were about $35 million.

In the first half of 1996, LaCrosse made two major acquisitions. It purchased Louisville, Kentucky-based Red Ball, Inc., maker of outdoor sporting and protective footwear used in hunting, fishing and other rugged activities, and later established a joint venture with Racine, Wisconsin-based Rainfair, Inc., a leading producer of protective clothing and footwear for safety, industrial, and uniform markets.

LaCrosse also began to expand its manufacturing capabilities by opening a plant in Hillsboro, Oregon in 1994 and an injection molding plant in Claremont, New Hampshire in 1995. In 1994, the company went public through a $17.6 million stock offering and changed its name to LaCrosse Footwear, Inc. Patrick Gantert became president and CEO of the company.

Through the late 1990s, company profits and revenue continued to increase. In 1998, however, the company reported a net loss and sales slumped. This drop was partially due to competition from less expensive brands of rubber and leather boots manufactured in overseas plants. It was also exacerbated by mild and dry winters that caused customers to purchase fewer pairs of boots.

The company trimmed its costs by reducing the number of employees, shifting production to lower-cost China and reducing its product line to concentrate on high-demand, niche sustainable markets. In addition, LaCrosse introduced the revolutionary Alpha product line of neoprene waterproof rubber boots. This innovative boot was designed to provide the best possible fit and comfort for hunters, fishers and other outdoor enthusiasts.

In 2001, LaCrosse relocated its headquarters to Portland, Oregon, where it joined its sister company Danner. Warehouse space, a distribution facility and an outlet store remained in the company’s namesake city, but most of the head office functions were moved to Portland. The move was a cost-cutting measure and helped to reduce the need for separate sales, marketing and research and development departments. It also enabled the company to benefit from closer ties with contract manufacturers in Asia. By moving the company’s main operations out of Wisconsin, LaCrosse could avoid paying state taxes. In 2012, the company merged with ABC-Mart and is now owned by Japanese-based ABC-Mart.