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.

Founded in 1877, Helly Hansen is a world-renowned Norwegian brand specializing in professional-grade gear for ocean and mountain environments. The company’s product portfolio is divided into high-performance sailing gear, premium ski apparel, and technical workwear designed for harsh industrial climates. Its business model integrates advanced textile innovation, such as the proprietary Helly Tech® waterproof and breathable membranes, with a global multi-channel distribution strategy. Helly Hansen serves professional athletes, outdoor enthusiasts, and industrial workers in over 40 countries. By maintaining a strong heritage of Scandinavian design and functional excellence, the brand has established a dominant position in the "Technical Outdoor" segment, characterized by high consumer loyalty and premium price positioning across both wholesale and direct-to-consumer channels.