The strategy, unveiled at Helly Hansen’s Investor Day, is underpinned by plans to deepen US market penetration, strengthen premium outdoor leadership, and expand workwear into North America.
Kontoor Brands is targeting Helly Hansen revenue of more than $1.1 billion by 2030, with around 10 per cent CAGR from its 2025 base.
The company also aims for gross margins in the mid- to high-50 per cent range, operating margins in the mid-teens and cumulative cash generation above $500 million, driven by US expansion, premium outdoor growth and North American workwear.
Kontoor Brands is targeting Helly Hansen revenue of more than $1.1 billion in 2030, representing a compound annual growth rate of approximately 10 per cent from the pro-forma fiscal 2025 revenue base of $675 million.
“With 150 years of technical heritage and an authentic right to win globally, Helly Hansen is a brand with tremendous long-term growth potential. Our sustained investment in Helly Hansen will be a catalyst for its next phase of growth, and we are confident in our ability to deliver significant value for our consumers, employees and shareholders for years to come,” said Scott Baxter, chief executive officer and chairman of the board, Kontoor Brands.
Growth strategy and financial targets
The growth plan is structured around three strategic pillars: accelerating US market expansion through wholesale and direct-to-consumer channels, winning in the premium outdoor segment by leveraging Helly Hansen’s leadership in wintersports and sailing, and scaling the European workwear business into North America.
The company also aims to strengthen its position in the Alps and expand across outdoor and workwear categories where it sees the greatest opportunity.
Kontoor Brands expects Helly Hansen to achieve gross margins in the mid- to high-50 per cent range and operating margins in the mid-teens by 2030.
The company projects cumulative cash generation of more than $500 million through the period, supporting balanced total shareholder return and flexible capital allocation.
Kontoor Brands’ management expressed confidence in Helly Hansen’s ability to accelerate growth and margin expansion, positioning the brand as a leading global premium technical label.
Fibre2Fashion News Desk (CG)
