Kontoor Brands

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.

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

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

• Denim apparel
• Casual wear
• Workwear clothing
• Outdoor apparel
• Lifestyle clothing

Headquarters

HQ city

Greensboro

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core 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

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Molson Coors Beverage Company (Coors Banquet)coreGTM or Marketing Partner · 28 May 2026Third 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 RiceminorGTM or Marketing Partner · 28 May 2026Award-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 GroupcoreStrategic or Co-development Partner · 21 May 2026Kontoor 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 LLPminorImplementation/ SI/ Consulting Partner · 21 May 2026Serving as legal advisor to Kontoor Brands for Lee brand divestiture transaction.
• WalmartcoreChannel Partner/ Reseller/ Distributor · 19 May 2026Exclusive 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 MusgravesminorGTM or Marketing Partner · 19 May 20268x 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)minorGTM or Marketing Partner · 23 April 2026Eight-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 MurphycoreOthers · 9 April 2026Appointed 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)minorGTM or Marketing Partner · 24 March 2026Limited-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.
• AvirexminorGTM or Marketing Partner · 4 March 2026Seven-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)minorGTM or Marketing Partner · 21 August 2025First-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 CorporationcoreStrategic or Co-development Partner · 2 June 2025Seller 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.
• WhataburgerminorGTM or Marketing Partner · 27 February 202533-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)minorGTM or Marketing Partner · 25 January 2021Wrangler'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

Emerging 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

• LinkedInlinkedin.com/company/kontoor-brands
• Instagraminstagram.com/kontoorbrands
• Xx.com/KontoorBrands
• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kontoor Brands