Kontoor Brands
Kontoor Brands is a global lifestyle apparel company (NYSE: KTB) that designs, manufactures, and distributes denim, casual apparel, outdoor performance gear, and workwear under Wrangler, Helly Hansen, and Lee brands, serving Western lifestyle consumers, workwear buyers, outdoor enthusiasts, and mass-market shoppers across 100+ countries.
- Company typePublic
- Founded2019
- HeadquartersGreensboro, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Kontoor Brands does
Kontoor Brands, Inc. (NYSE: KTB) is a global lifestyle apparel company headquartered in Greensboro, North Carolina, that was spun off from VF Corporation in 2019. Following the June 2025 acquisition of Helly Hansen from Canadian Tire Corporation for approximately $900 million and the pending divestiture of the Lee brand to Authentic Brands Group (announced May 2026 for up to $1 billion), the company's portfolio is sharpening around two core platforms: Wrangler, a 75+ year-old iconic American denim and Western lifestyle brand, and Helly Hansen, a global outdoor and workwear brand. A fourth smaller brand, Musto (sailing and outdoor apparel), operates within the Helly Hansen portfolio. The company also retains Lee as discontinued operations pending the close of the ABG transaction in H2 2026.
Kontoor designs, manufactures, and distributes denim, casual apparel, outdoor performance apparel, and workwear through a multi-channel model spanning U.S. and international wholesale, direct-to-consumer e-commerce (wrangler.com, lee.com, hellyhansen.com), flagship retail stores (Fort Worth, Greensboro, and a Lee + Wrangler Hometown Studio co-branded location), and brand licensing partnerships (FGX International for eyewear, CAPX for headwear). Revenue mechanics combine one-time product sales (primary) with recurring licensing/royalty income and capital return to shareholders via a $750 million share repurchase program and $0.53 quarterly dividend. Pricing spans mass-market to premium: Walmart-exclusive Kacey Lee items run $6-$42, while the Wrangler x Avirex limited-edition collection ranges $129.99-$1,699.99.
Core proprietary technology includes Indigood™ Foam Dye Technology (waterless denim dyeing using 100% less water than conventional processes, with 7 billion liters saved since 2008 and an 85% water recycling rate at the Torreon, Mexico facility) and Room2Move® four-way stretch technology for workwear. Project Jeanius is an ongoing business transformation initiative delivering cost optimization and margin improvement. Key customer segments include Western/heritage lifestyle consumers, workwear/industrial buyers, outdoor/performance consumers, mass-market value shoppers (anchored by the Walmart exclusive), and trend-focused young adults reached through celebrity collaborations (Kacey Musgraves, Chase Rice). FY2025 revenue reached $3.15 billion (up 21% YoY) with FY2026 guidance of $3.40-$3.45 billion and Q1 2026 adjusted gross margin of 50.6%, up 470 basis points year-over-year.
Kontoor Brands firmographics
Firmographics- Name
- Kontoor Brands
- Legal name
- Kontoor Brands, Inc.
- Website
- https://kontoorbrands.com
- Company type
- Public
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Kontoor Brands is a global lifestyle apparel company (NYSE: KTB) that designs, manufactures, and distributes denim, casual apparel, outdoor performance gear, and workwear under Wrangler, Helly Hansen, and Lee brands, serving Western lifestyle consumers, workwear buyers, outdoor enthusiasts, and mass-market shoppers across 100+ countries.
- Ownership category
- akta.pro rank
Kontoor Brands industry classification
Industry- Product category
- Denim & Lifestyle Apparel
- NAICS
- Clothing and Clothing Accessories Merchant Wholesalers (424350), Clothing and Clothing Accessories Retailers (45811), Footwear Merchant Wholesalers (424340)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Sustainable / Ethical Apparel & Accessories Wholesale (CRAOADAJ)
- akta.pro secondary industries
- Athleisure & Performance Apparel Wholesale (CRAOADAE), Sportswear Customization & Printing Retail (CRAMACAK), Apparel Sourcing, Buying Houses & Trading Companies (CRAAAAAN)
Keywords
Where Kontoor Brands is headquartered
LocationHeadquarters
- HQ city
- Greensboro
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Kontoor Brands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Apparel Product Sales: Primary revenue from designing, manufacturing, and selling denim, casual apparel, outdoor workwear, and accessories under Wrangler, Lee (until divestiture), and Helly Hansen brands through wholesale and direct-to-consumer channels.
- Licensing and Royalty Income: Revenue from licensing Wrangler and Lee brand names for eyewear (FGX International), headwear (CAPX), and other brand extensions. Also includes licensing arrangements with international partners.
- Share Repurchases and Dividends: Capital return program including $750 million share repurchase authorization and $0.53 quarterly dividend (3.08% yield), returning cash to shareholders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Coors Banquet x Wrangler Festival Collection |
| Unit Pricing | Pay-as-you-go | Wrangler Eyewear Collection (FGX International) |
| Unit Pricing | Pay-as-you-go | Wrangler x Avirex Premium Collection |
| Unit Pricing | Pay-as-you-go | Kacey Lee x Lee Walmart Collection |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Kontoor Brands product offering
Product offeringCore offering
Kontoor Brands designs, manufactures, and sells denim, casual apparel, outdoor performance wear, and workwear under the Wrangler, Lee, and Helly Hansen brands (plus Musto as a sub-brand), distributed globally through wholesale, direct-to-consumer e-commerce, flagship retail stores, and licensing partnerships. Following the June 2025 acquisition of Helly Hansen and the announced May 2026 divestiture of Lee to Authentic Brands Group, the company's portfolio is being sharpened around Wrangler and Helly Hansen.
Product overview
Kontoor Brands is a portfolio of three iconic lifestyle, outdoor and workwear brands: Wrangler, Lee, and Helly Hansen (plus Musto). The company operates as a multi-brand apparel platform with Wrangler and Lee representing its heritage denim business, while Helly Hansen provides outdoor/workwear diversification following its 2025 acquisition. The company sold its Lee brand to Authentic Brands Group in May 2026 for up to $1 billion, transforming its portfolio to focus on Wrangler and Helly Hansen. Products span jeans, casual apparel, outdoor performance gear, and workwear distributed through wholesale, direct-to-consumer, and licensing channels globally.
Differentiator
Problem solved
Functional benefit
Brands
- Wrangler: Iconic American denim brand with 75+ year heritage rooted in Western lifestyle, offering apparel for men, women, and children.
- Lee
- Helly Hansen
- Musto
Products and services
- Wrangler Iconic American denim and Western lifestyle brand with 75+ year heritage, offering jeans, shirts, outerwear, and accessories for men, women, and children. Distributed through retail stores worldwide, flagship stores, department stores, mass-market retailers, specialty shops, western outfitters, and online channels.
- Lee Iconic American denim and casual apparel brand with 135 years of heritage, sold in more than 100 countries through 900+ branded retail locations. Offers trend-right and timeless denim and casual apparel for male and female customers with expanded lifestyle offerings. (Note: Kontoor announced divestiture of Lee to Authentic Brands Group in May 2026.)
- Helly Hansen Global outdoor and workwear brand acquired by Kontoor in June 2025 for approximately $900 million, projected to generate over $680 million in FY2025 revenue with strong international presence and growth potential in outdoor and workwear categories.
- Musto Performance sailing and outdoor brand operating as part of Kontoor Brands' portfolio via Helly Hansen, with approximately $11 million in Q1 2026 revenue.
Quantifiable outcome
- Q4 2025 revenue of $1.02 billion, up 46% year-over-year
- +4 more outcomes
Companies that use Kontoor Brands
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
Kontoor Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Kontoor Brands partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Molson Coors Beverage Company (Coors Banquet)coreThird collaboration between Coors Banquet and Wrangler featuring country artist Chase Rice. Collection includes 'Beer Chords' jeans with song lyrics printed using beer-infused ink, plus 32 apparel pieces for festival season.
- Chase RiceminorAward-winning country artist and longtime Coors Banquet fan joins Wrangler collaboration, bringing authentic voice and personal storytelling. Limited-edition 'Beer Chords' jeans feature chords from his new single 'Connie Lou.'
- Authentic Brands GroupcoreKontoor Brands signed definitive agreement to sell Lee business for up to $1 billion ($750M initial + $250M earnout). Transaction expected to close H2 2026 pending regulatory approvals. Enables Kontoor to sharpen focus on Wrangler and Helly Hansen brands.
- Foley & Lardner LLPminorServing as legal advisor to Kontoor Brands for Lee brand divestiture transaction.
- WalmartcoreExclusive retail partner for Kacey Lee celebrity collection by Lee brand. Collection available in approximately 2,100 Walmart stores nationwide and online. Lee has served Walmart shoppers for 30 years.
- Kacey Musgravesminor8x Grammy Award winner collaboration for Lee brand. First celebrity collaboration for Lee. Collection includes 100+ pieces spanning denim, sleepwear, swimwear, accessories, and pet items.
- Chaco (Wolverine Worldwide)minorEight-piece unisex collection combining Wrangler's Western heritage with Chaco's outdoor performance expertise. Features coordinating shoes and shirts designed for adventure, available exclusively on Wrangler.com and Chacos.com.
- Erinn MurphycoreAppointed VP Global Head of Finance and Operations for Helly Hansen and Corporate Investor Relations, with international assignment in Oslo, Norway. Joins from Crocs Inc. with nearly 20 years covering global lifestyle brands.
- Dr. Scholl's Shoes (Caleres)minorLimited-edition capsule featuring five Dr. Scholl's Shoes silhouettes with Wrangler-inspired colorways and prints, plus denim leather trim jacket. Prices range from $80-$200 for shoes and $149.99 for jacket.
- AvirexminorSeven-piece limited-edition collaborative collection blending Western heritage with urban fashion. Prices range from $129.99 to $1,699.99, representing Wrangler's expansion into premium fashion spaces.
- Molson Coors (First Collection)minorFirst-ever Coors Banquet x Wrangler Western apparel collection featuring denim vests, sweaters, jeans, and graphic t-shirts with Coors branding. Promoted with watercolor ads painted using Coors Banquet beer.
- Canadian Tire CorporationcoreSeller of Helly Hansen brand to Kontoor Brands for approximately $900 million. Transaction completed Q2 2025, expected to be immediately accretive to earnings and cash flow.
- Whataburgerminor33-piece apparel and accessories collection in partnership with Texas-based fast food chain. Orange-and-white striped items echoing Whataburger's signature design, priced $34.99-$89.99, launched ahead of rodeo season.
- Pottery Barn Teen (Williams-Sonoma)minorWrangler's first-ever home collection featuring Western-inspired furniture and décor made with denim. Includes sheet sets, duvets, denim rug, and sectional using recycled denim and water bottles.
Scale indicators32 records
Recent moves8 records
Expansion highlights7 records
Kontoor Brands competitors and assessment
Company assessmentEmerging players
- Yeti Holdings, Inc. Yeti represents an emerging outdoor lifestyle brand that competes for the same consumer mindshare and Western/outdoor cultural relevance that Wrangler and Helly Hansen target, with comparable premium positioning and lifestyle brand-building approach.
Broad incumbents
- Tapestry, Inc. Tapestry operates a multi-brand lifestyle and accessories portfolio (Coach, Kate Spade) with comparable brand portfolio management approach and global wholesale and DTC distribution infrastructure.
- Ralph Lauren Corporation: Ralph Lauren operates a global lifestyle apparel brand portfolio with similar wholesale, DTC, and licensing revenue model and comparable premium-and-accessible pricing tier structure.
- PVH Corp. PVH operates a global multi-brand apparel portfolio (Calvin Klein, Tommy Hilfiger) with similar wholesale and DTC distribution strategies and international scale, making it a comparable broad incumbent in lifestyle apparel.
- Under Armour, Inc. Under Armour is a broad incumbent in performance and lifestyle apparel with overlapping target demographics (active consumers, workwear-adjacent segments) and similar wholesale-plus-DTC distribution model.
Direct peers
- Levi Strauss & Co. Levi Strauss is the most direct peer to Kontoor's Wrangler and Lee brands, competing in the global denim and casual apparel market with similar mass-market and wholesale distribution channels and overlapping retail partners.
- VF Corporation: Former parent of Kontoor's brands (spun off in 2019) and a direct competitor in outdoor and lifestyle apparel through Timberland, The North Face, and Vans; directly comparable multi-brand portfolio structure.
- Wolverine World Wide: Wolverine operates a portfolio of footwear and apparel brands including Merrell and Saucony, comparable in structure to Kontoor's multi-brand approach; Chaco (Wolverine-owned) recently partnered with Wrangler, evidencing direct competitive and collaborative overlap.
- Hanesbrands Inc. Hanesbrands competes in mass-market apparel basics and denim-adjacent categories through similar wholesale channels to Walmart and other mass retailers, with overlapping customer base and brand portfolio approach.
- Columbia Sportswear Company: Columbia is the most direct peer for the Helly Hansen brand, competing in outdoor and active apparel with similar product categories (outerwear, performance wear, workwear-adjacent) and overlapping specialty retail distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Kontoor Brands social profiles
Digital presenceKontoor Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kontoor Brands leadership team
Management profileNumber of profiles
Profiles10 records
Kontoor Brands subsidiaries and ownership
Company hierarchySubsidiaries4 records
Kontoor Brands funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kontoor Brands M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kontoor Brands
What does Kontoor Brands do?
Kontoor Brands designs, manufactures, and sells denim, casual apparel, outdoor performance wear, and workwear under the Wrangler, Lee, and Helly Hansen brands (plus Musto as a sub-brand), distributed globally through wholesale, direct-to-consumer e-commerce, flagship retail stores, and licensing partnerships. Following the June 2025 acquisition of Helly Hansen and the announced May 2026 divestiture of Lee to Authentic Brands Group, the company's portfolio is being sharpened around Wrangler and Helly Hansen.
Is Kontoor Brands a public or private company?
Kontoor Brands is a public company. It is classified as public and is currently operating.
When was Kontoor Brands founded?
Kontoor Brands was founded in 2019. It employs 5,001 to 10,000 people.
Where is Kontoor Brands based?
Kontoor Brands is headquartered in Greensboro, United States, in the North America region.
How does Kontoor Brands make money?
Three revenue lines are on record. Apparel Product Sales are the primary driver. The others are licensing and Royalty Income and share Repurchases and Dividends.
Who are Kontoor Brands's main competitors?
Yeti Holdings, Inc. is listed as an emerging player. Broad incumbents are Tapestry, Inc., Ralph Lauren Corporation, PVH Corp. and Under Armour, Inc.. Direct peers are Levi Strauss & Co., VF Corporation, Wolverine World Wide, Hanesbrands Inc. and Columbia Sportswear Company.
Does Kontoor Brands have an API?
No public API is recorded for Kontoor Brands.
What industry is Kontoor Brands in?
Kontoor Brands's product category is Denim & Lifestyle Apparel. Its primary akta.pro industry code is CRAOADAJ, Sustainable / Ethical Apparel & Accessories Wholesale, with a secondary code of CRAOADAE, Athleisure & Performance Apparel Wholesale. Its NAICS code is 424350 and its SIC code is 5130.