Kontoor Brands Unveils Helly Hansen Growth Strategy and 2030 Financial Targets

Kontoor Brands, Inc. (NYSE: KTB) today announced Helly Hansen’s long-term growth strategy and 2030 financial targets, which Kontoor Brands will present at the Helly Hansen Investor Day later today. The plan is designed to scale Helly Hansen globally while significantly expanding its profitability 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."

A Focused Growth Strategy:

To deliver against these targets, Helly Hansen’s growth is anchored in three strategic pillars:

• Supercharge the U.S.: Drive balanced growth across strategic wholesale expansion and direct-to-consumer channels, increasing brand awareness and distribution in Helly Hansen’s largest growth opportunity.
• Win in Premium Outdoor: Compete year-round across the premium outdoor market, building on Helly Hansen's leadership positions in Wintersports and Sailing while expanding into adjacent technical outdoor activities where the brand already has credibility.
• Power Workwear: Scale a proven, profitable European workwear business into North America, leveraging Helly Hansen’s professional-grade product authority and Kontoor’s regional operating capabilities.

"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."

2030 Helly Hansen Financial Targets:

• Revenue of greater than $1.1 billion, representing a compound annual growth rate of approximately 10% from $675 million pro-forma revenue in fiscal 2025
• Gross margin in the mid- to high-50 percent range
• Operating margin in the mid-teens percent range
• Cumulative cash generation of more than $500 million through 2030

“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.”

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