Kontoor Brands sets a 1.1 billion dollar revenue target for Helly Hansen by 2030

Kontoor Brands, Inc. announced Helly Hansen's long-term growth strategy and 2030 financial targets on Wednesday, which Kontoor Brands will present at the Helly Hansen Investor Day. The plan is designed to scale Helly Hansen globally while significantly expanding its profitability through 2030, with a revenue target above 1.1 billion dollars — a compound annual growth rate of roughly 10 percent.

Kontoor also set a gross margin target in the mid- to high-50 percent range, an operating margin target in the mid-teens, and cumulative cash generation of more than 500 million dollars through 2030.

"With 150 years of technical heritage and an authentic right to win globally, Helly Hansen is a brand with tremendous long-term growth potential," said Scott Baxter, chief executive officer and chairman of the board of Kontoor Brands. "Strong alignment between our teams has allowed us to integrate quickly and move straight to executing against the opportunity ahead. 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."

Kontoor grouped the growth plan into three pillars. The first centers on the U.S. market, which the company identifies as Helly Hansen's biggest growth opportunity, spanning both wholesale expansion and direct-to-consumer sales. The second focuses on the premium outdoor segment, building outward from the brand's existing strength in wintersports and sailing into related technical-outdoor categories. The third involves bringing Helly Hansen's established, profitable European workwear business into the North American market, using Kontoor's regional infrastructure to do it.

"Helly Hansen is moving from a specialist European brand to a leading global premium, technical brand," said Børre Hegbom, global head of Helly Hansen. "We have the brand authority and consumer trust to win. Now it's about driving scale. We're deepening our presence in the U.S., strengthening our position in the Alps, and growing across outdoor and workwear, where our opportunity is greatest."

"We believe Helly Hansen represents one of the most compelling opportunities in consumer retail today," said Joe Alkire, president and chief financial officer of Kontoor Brands. "Helly Hansen is expanding its consumer and category reach and is positioned for accelerated growth over the next decade. That growth, paired with margin expansion and durable cash generation, strengthens Kontoor's earnings profile and supports balanced TSR delivery and capital allocation optionality."

Kontoor completed its acquisition of Helly Hansen on May 31, 2025. Because the deal closed partway through the year, Kontoor's reported fiscal 2025 results cover only the seven months from acquisition through January 3, 2026; the 675 million dollars baseline used for the 2030 growth target is a pro-forma figure that also folds in the five months of Helly Hansen revenue before Kontoor owned the brand.