Kontoor Brands has officially acquired Norwegian performance label Helly Hansen, marking a major move to diversify beyond denim and expand into the global outdoor and workwear markets. Here's what you need to know:

• Kontoor Brands, which includes brands such as Wrangler and Lee, has now completed its acquisition of Helly Hansen.
• The deal supports Kontoor’s shift from denim into the premium outdoor and workwear categories to meet growing global demand.
• Helly Hansen’s international presence will accelerate Kontoor’s reach across new geographies and sales channels.
• Kontoor expects the acquisition to positively impact revenue, earnings per share, and cash flow immediately.
• CEO Scott Baxter sees this as a pivotal step toward building a broader lifestyle and performance-focused brand portfolio.

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The Data Behind Kontoor Brands

Kontoor’s recent acquisition of Helly Hansen adds a performance-driven outdoor brand to its lineup of legacy brands like Wrangler and Lee. The move expands Kontoor’s reach beyond denim, tapping into the booming demand for technical apparel. Here’s what the data shows about each brand’s growth and success.

Helly Hansen