Kontoor Brands has named Børre Hegbom senior vice president, global head of Helly Hansen, effective immediately. The outdoor brand veteran will spearhead growth initiatives across the brand’s sport and workwear divisions as Helly Hansen operates under its new parent company.
Hegbom has more than 20 years of experience with Norway-based Helly Hansen, most recently serving as managing director for the sport category, according to a news release. During his tenure in that role, he drove substantial growth in the sport division and helped establish Helly Hansen as an emerging player in the outdoor and performance apparel market.
“Børre’s proven track record of driving profitable growth and his deep understanding of what drives consumer demand for the Helly Hansen brand make him the ideal leader for this role,” said Scott Baxter, president, CEO and chairman of Kontoor Brands. “His appointment accelerates our ability to execute against the investment roadmap we’ve developed for Helly Hansen.”
Strategic Focus on U.S. Market Expansion
The leadership change comes as Kontoor Brands positions Helly Hansen for expansion, particularly in the U.S. market. Baxter, who previously oversaw The North Face during his time at VF Corp., has outlined plans for significant growth initiatives including U.S. market expansion, new distribution channels, product innovation and category expansion.
Kontoor Brands acquired Helly Hansen earlier this year as part of its strategy to diversify beyond its traditional denim portfolio, which includes Wrangler and Lee brands. The acquisition allows Kontoor to enter the outdoor and performance apparel market, leveraging its global platform and supply chain capabilities.
Hegbom will serve on Kontoor’s executive leadership team and report directly to Baxter.
“With Kontoor’s global platforms and capabilities now behind the brand, we have significant opportunities ahead — from U.S. market expansion and unlocking new distribution channels to product innovation and category expansion,” Baxter said. “I look forward to partnering with Børre to capitalize on the strong momentum behind the brand as we work to accelerate growth and deliver long-term value for our shareholders.”
