LaCrosse Footwear
LaCrosse Footwear is an American heritage footwear company known for rubber boots and work, agricultural, hunting, construction, and outdoor footwear.
Last updated August 26, 2026
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Overview
LaCrosse Footwear is an American footwear company whose roots date to 1897, when the La Crosse Rubber Mill was established in La Crosse, Wisconsin. The company developed around practical rubber footwear and became an important local employer before expanding into a broader manufacturer of boots and outdoor-oriented footwear. Its product scope has primarily included rubber boots and other footwear for agriculture, hunting, construction, industrial work, and general outdoor use. The business underwent a major transformation in the 1990s. In 1994, LaCrosse acquired Portland, Oregon-based Danner Boots in a merger intended to create a larger footwear group. The transaction was followed by an initial public offering in April 1994. The offering raised nearly $18 million, and the company traded under the symbol BOOT. LaCrosse continued to expand through acquisition, purchasing footwear maker Lake of the Woods in 1997. By the end of the 1990s, the company had become a sizeable footwear manufacturer, with reported revenue reaching $138 million for fiscal year 2000. It nevertheless faced changes in manufacturing and corporate structure. In July 2001, LaCrosse closed its United States manufacturing operations for the LaCrosse-branded line. Later that year, the company moved its headquarters from Wisconsin to Portland, Oregon, consolidating operations with Danner and situating the business within a major American footwear industry cluster. The move also coincided with the company reporting its first quarterly profit since 1999. Danner remained an important part of the group. In 2010, LaCrosse opened a new Portland factory for Danner products. That domestic manufacturing capability contributed to Danner securing a United States Department of Defense contract in September 2011 to make boots for the U.S. Marine Corps. The contract underscored the group's continuing role in specialized and government-related footwear, even as much of the LaCrosse-branded rubber footwear assortment was manufactured in Asia. In 2012, Japanese footwear retailer ABC-Mart agreed to acquire LaCrosse Footwear for $20 per share. The transaction was completed in August, making LaCrosse a private subsidiary of ABC-Mart. ABC-Mart operated hundreds of stores in Japan, Taiwan, and South Korea, and the acquisition was expected to provide distribution opportunities for LaCrosse and its American-made products in Japan, where the company's boots had an established following. At the time of the deal, LaCrosse had approximately 300 employees in Portland, and no layoffs were expected to result from the transaction. President and chief executive Joseph Schneider left the company in September 2012. Today, LaCrosse Footwear is best understood as a heritage work-and-outdoor footwear brand within the ABC-Mart group, with a portfolio centered on protective, durable, and weather-resistant footwear rather than fashion-led shoes. Its corporate history combines American manufacturing origins, public-market expansion, the Danner business, a shift toward globally sourced production for many products, and ownership by a major Japanese retail group.
History
LaCrosse Footwear began in 1897 as the La Crosse Rubber Mill in La Crosse, Wisconsin. Its original identity was closely associated with rubber footwear, a product category suited to the region's agricultural, industrial, and wet-weather needs. Over time, the company developed into a broader manufacturer serving farmers, hunters, construction workers, industrial users, and outdoor consumers. It became the largest employer in La Crosse in 1930, illustrating the importance of the business to the local economy. The company's modern corporate history took shape in the 1990s. In 1994, LaCrosse acquired Portland-based Danner Boots. The combination was expected to create a footwear company with approximately $100 million in annual revenue. To help finance the Danner transaction and support the enlarged business, LaCrosse announced an initial public offering. The IPO was completed in April 1994 and raised nearly $18 million; the company's shares traded under the symbol BOOT. LaCrosse added another footwear business in June 1997 when it acquired Lake of the Woods. The enlarged company grew substantially during the late 1990s. Its reported revenue reached $138 million for fiscal year 2000. At the same time, the company was changing its manufacturing and geographic structure. In July 2001, it closed United States manufacturing for the namesake LaCrosse line. Later in 2001, headquarters moved to Portland, Oregon, where Danner was already based. The relocation consolidated management and operations and placed the company in the Portland footwear cluster. LaCrosse also reported its first quarterly profit since 1999 during this period. Although the LaCrosse-branded rubber footwear business increasingly relied on Asian manufacturing, the group maintained domestic production capabilities through Danner. In 2010, LaCrosse opened a new Danner factory in Portland. The investment helped Danner win a United States Department of Defense contract in September 2011 to manufacture boots for the U.S. Marine Corps. This development reinforced the group's position in technical, occupational, and government-related footwear. Ownership changed decisively in 2012. ABC-Mart, a Japanese footwear retailer with stores in Japan, Taiwan, and South Korea, agreed in July to buy LaCrosse Footwear for $20 per share. The transaction was completed in August, taking LaCrosse private and making it a subsidiary of ABC-Mart. The strategic rationale included using ABC-Mart's regional retail and distribution network to expand LaCrosse products in Japan, where American-made boots were reported to be popular. LaCrosse had roughly 300 employees in Portland at the time, and no layoffs were expected in connection with the transaction. Joseph Schneider, then president and chief executive, left in September 2012. LaCrosse Footwear's historical identity therefore rests on several layers: a Wisconsin rubber-mill origin, a transition into a national work-and-outdoor footwear company, public-market expansion, ownership of Danner and Lake of the Woods, a shift away from domestic production for the core LaCrosse line, and eventual integration into ABC-Mart's Japanese retail group. Its principal commercial proposition remains practical footwear for difficult working and outdoor conditions, with rubber boots and related protective products at the center of the brand's heritage.
- 2012
ABC-Mart acquisition
[1]ABC-Mart purchases LaCrosse Footwear, which becomes a private subsidiary after the transaction closes.
- 2011
U.S. Marine Corps boot contract
[1]Danner wins a Department of Defense contract to make boots for the Marine Corps.
- 2010
New Danner Portland factory
[1]LaCrosse opens a Portland factory for Danner footwear.
- 2001
Headquarters relocates to Portland
[1]LaCrosse moves its headquarters to Portland to consolidate operations with Danner.
- 1997
Lake of the Woods acquisition
[1]The company acquires footwear maker Lake of the Woods.
- 1994
Danner Boots transaction
[1]LaCrosse acquires Portland-based Danner Boots and begins operating as a larger footwear group.
- 1994
Initial public offering
[1]LaCrosse completes an IPO that raises nearly $18 million; its shares trade under BOOT.
- 1930
Company becomes La Crosse's largest employer
[1]The rubber-footwear company reaches major local economic importance in its Wisconsin hometown.
- 1897
La Crosse Rubber Mill is established
[1]The company that became LaCrosse Footwear is founded in La Crosse, Wisconsin.
Products and positioning
Heritage American work and outdoor footwear emphasizing durability, weather protection, utility, and performance in demanding environments.
Rubber boots
LaCrosse rubber boots
Rubber boots are the brand's foundational product category. They are designed for wet, muddy, and otherwise demanding conditions encountered in farming, hunting, outdoor work, and related activities. The product family reflects LaCrosse's historical development from a Wisconsin rubber mill into a specialized work-and-outdoor footwear company. The core value proposition is protection from moisture and exposure, combined with durable construction for repeated use.
Agricultural footwear
LaCrosse agricultural footwear
Agricultural footwear serves farm and rural users who need waterproof or weather-resistant boots for muddy ground, livestock areas, fields, and other wet working environments. The category is closely connected to the company's rubber-boot heritage and emphasizes utility over fashion. Products in this segment are intended to withstand frequent exposure to moisture, dirt, and physically demanding work.
Hunting footwear
LaCrosse hunting boots
LaCrosse hunting footwear is designed for outdoor users moving through wet, rough, and variable terrain. Rubber construction and weather protection are central to the category, while the broader hunting assortment supports extended use outside conventional work settings. The line helps connect the brand's practical industrial heritage with the outdoor recreation market.
Work footwear
LaCrosse work and construction boots
Work and construction footwear targets users who require durable boots for physically demanding jobs. The range is positioned around protection, reliability, and resistance to harsh working conditions. It complements the agricultural and hunting businesses by extending the LaCrosse name into construction and other occupational environments where rugged footwear is a functional necessity.
Work and outdoor footwear · 1994
Danner Boots
Danner became part of the LaCrosse Footwear group through the 1994 transaction and represents the portfolio's specialized work, outdoor, and technical footwear capability. Danner maintained domestic production in Portland, including a factory opened in 2010, and later won a Department of Defense contract to produce boots for the U.S. Marine Corps. It is a separate brand within the broader corporate history rather than a LaCrosse-branded product line.
Brand decisions
2012
Sell the company to ABC-MartM&ABackground
ABC-Mart sought to expand its footwear portfolio and provide LaCrosse with access to retail and distribution channels in East Asia.
Action taken
ABC-Mart agreed to purchase LaCrosse Footwear for $20 per share; the transaction closed in August 2012 and took the company private.
Aftermath
LaCrosse became a private ABC-Mart subsidiary, and the company expected to use ABC-Mart's stores and regional network to develop the brand in Japan, Taiwan, and South Korea.
Acquisition price per share. $20 per share (2012 acquisition announcement and closing)
2010
Open a new Danner factory in PortlandProduct launchBackground
The group retained a domestic manufacturing role for selected specialized footwear even as much of the LaCrosse line was produced in Asia.
Action taken
LaCrosse opened a new Portland factory dedicated to Danner production.
Aftermath
The factory supported Danner's subsequent Department of Defense contract for Marine Corps boots.
2001
Close U.S. manufacturing for the LaCrosse lineStrategyBackground
The company was restructuring its manufacturing and operating footprint after years of expansion and profitability pressure.
Action taken
LaCrosse closed its U.S.-based manufacturing operations for the namesake brand and later moved headquarters to Portland.
Aftermath
The business consolidated with Danner in Portland, while LaCrosse-branded rubber footwear was manufactured in Asia.
1994
Acquire Danner and build a larger footwear groupM&ABackground
LaCrosse sought to expand beyond its established rubber-footwear base through the Portland-based Danner Boots transaction.
Action taken
LaCrosse acquired Danner and pursued an IPO to help finance the enlarged company.
Aftermath
The transaction created a broader group spanning LaCrosse and Danner and was followed by public-market expansion.
Recent events
- 2012
ABC-Mart agrees to acquire LaCrosse Footwear[1]
M&A
Japanese retailer ABC-Mart announced an agreement to purchase LaCrosse Footwear for $20 per share, offering access to ABC-Mart's distribution network in Japan, Taiwan, and South Korea.
- 2012
LaCrosse becomes a private ABC-Mart subsidiary[1]
M&A
The ABC-Mart acquisition was completed in August 2012, ending LaCrosse's status as a publicly traded company.
- 2012
Joseph Schneider leaves LaCrosse Footwear[1]
Leadership change
President and chief executive Joseph Schneider departed the company after the ABC-Mart acquisition.
- 2011
Danner receives U.S. Marine Corps boot contract[1]
Other
Danner secured a United States Department of Defense contract to manufacture boots for the Marine Corps.
- 2010
Danner opens Portland factory[1]
Product launch
A new Portland factory was opened for Danner, supporting domestic production of specialized footwear.
- 2001
LaCrosse closes domestic manufacturing for its namesake line[1]
Other
The company shut its United States manufacturing operations for the LaCrosse-branded line as its production model changed.
- 2001
LaCrosse moves headquarters to Portland[1]
Other
LaCrosse relocated its headquarters from Wisconsin to Portland, Oregon, consolidating operations with Danner.
- 1997
LaCrosse acquires Lake of the Woods[1]
M&A
LaCrosse expanded its footwear portfolio through the acquisition of footwear maker Lake of the Woods.
- 1994
LaCrosse Footwear acquires Danner Boots[1]
M&A
LaCrosse Footwear merged with or acquired Portland-based Danner Boots as part of an effort to build a larger footwear company.
- 1994
LaCrosse Footwear completes initial public offering[1]
Other
The company completed an IPO in April 1994, raising nearly $18 million and trading under the symbol BOOT.
Sources1 sources
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