HELLY HANSEN acquired by KONTOOR BRANDS

Kontoor Brands has completed the acquisition of 100% of Helly Hansen, marking a transformative step in the group’s portfolio expansion strategy. This acquisition significantly increases Kontoor’s geographic diversification, particularly in Europe and the technical outdoor segment, while providing a powerful "third pillar" alongside Wrangler and Lee. The strategic rationale for the deal is to capitalize on the high-growth "Technical Workwear" and "Outdoor" categories, where Helly Hansen holds a leading global position. The transaction is expected to be immediately accretive to Kontoor’s revenue, adjusted earnings per share, and cash flow in fiscal 2025. By integrating Helly Hansen into its global platform, Kontoor intends to leverage its large-scale supply chain and US retail relationships to accelerate the brand's growth in the North American market. The deal represents a shift toward a more technical and premium brand mix, insulating the group from the cyclicality of the core denim market.