Greensboro's Kontoor Brands Sets a $1.1 Billion Goal for Helly Hansen

Kontoor Brands, the Greensboro company behind Wrangler, put numbers on its ambitions for Helly Hansen this week, unveiling a long-term growth strategy and 2030 financial targets ahead of a Helly Hansen investor day on September 2.

The Targets

Kontoor says it is aiming for Helly Hansen revenue of more than $1.1 billion by 2030, roughly 10 percent compound annual growth measured against a pro forma base of $675 million. It also set a gross margin target in the mid- to high-50 percent range, an operating margin in the mid-teens, and cumulative cash generation of more than $500 million through 2030.

The base figure is pro forma because Kontoor acquired the brand on May 31, 2025, so its reported results cover only part of the year.

Three Pillars

According to trade coverage of the announcement, the plan rests on three moves:

• Expanding in the United States through wholesale and direct-to-consumer sales, which Kontoor sees as the biggest opportunity.
• Growing the premium outdoor segment, building from wintersports and sailing into related technical-outdoor categories.
• Bringing Helly Hansen's profitable European workwear business into North America using Kontoor's regional infrastructure.

Scott Baxter, Kontoor's chairman and CEO, described Helly Hansen as a brand with tremendous long-term growth potential. Børre Hegbom, the brand's global head, said the task now is driving scale, and President and CFO Joe Alkire said the brand is positioned for accelerated growth over the next decade.

A Narrower Portfolio

The Helly Hansen push comes as Kontoor reshapes its portfolio. In July the company agreed to sell Lee to Authentic Brands Group in a deal worth up to $1 billion, including $750 million up front and a $250 million earnout, so that it can concentrate on Wrangler and Helly Hansen. That sale is expected to close in the second half of 2026.

Sources: Kontoor Brands; FashionUnited.