Kontoor Brands, Inc. announced its long-term growth strategy and financial targets for its Helly Hansen brand during an Investor Day event on September 2, 2026. The company outlined a plan designed to scale the brand globally while significantly expanding profitability through 2030.
The growth strategy is anchored in three strategic pillars. First, the company intends to "supercharge the U.S." by driving balanced growth across wholesale expansion and direct-to-consumer channels. Second, Helly Hansen aims to "win in Premium Outdoor" by competing year-round in the premium outdoor market, leveraging its leadership in winter sports and sailing. Third, the company plans to "power workwear" by scaling its European workwear business into North America.
Kontoor Brands provided specific 2030 financial targets for the Helly Hansen segment. The company projects revenue of greater than $1.1 billion, representing a compound annual growth rate of approximately 10% from a pro-forma revenue base of $675 million in fiscal 2025. The company also targets gross margins in the mid- to high-50 percent range and operating margins in the mid-teens percent range. Additionally, the company anticipates cumulative cash generation of more than $500 million through 2030.
The company noted that the 2030 targets are aspirational goals based on numerous estimates and assumptions regarding macroeconomic conditions, consumer demand, and the company's ability to execute its strategy. The targets relate solely to the Helly Hansen reportable segment and not to the company on a consolidated basis.
