Kontoor’s Global Diversification Bet: Will the Helly Hansen Partnership Become Its Most Valuable Growth Engine Yet?

Kontoor Brands has demonstrated a strong performance in the third quarter of 2025, highlighted by growth in its core brands and a strategic expansion in its portfolio. The quarter’s results reflect successful integration and growth initiatives that offer both immediate benefits and promising long-term prospects. Helly Hansen, a recent acquisition by Kontoor Brands, showed significant growth, with revenues increasing by 11%. This growth was widespread across different regions and segments, including Sport and Workwear. The company is actively leveraging Helly Hansen’s potential, focusing on the U.S. market for significant growth opportunities. Efforts include increasing distribution, particularly through direct-to-consumer (DTC) channels and investing in demand-creation strategies to boost brand visibility, currently low in the U.S. at 29%. Helly Hansen’s momentum is supported by a robust product strategy marked by innovation and multiple awards. Wrangler continues to perform solidly, maintaining its streak of market share gains for 14 consecutive quarters.