Kontoor Brands, the parent company of Helly Hansen, Wrangler and Lee, announced that Chief Financial Officer and Global Head of Operations Joseph Alkire will also now take on global responsibilities for the Helly Hansen brand.
“Joe has been my strategic partner since the early stages of the acquisition, leveraging our collective experience in the outdoor category to shape the role Helly Hansen will play in Kontoor’s next phase of growth,” said Scott Baxter, president, CEO and chairman of the board of directors, in a statement. “There is no one better positioned to guide the Helly Hansen brand forward as we focus on creating broad-based momentum, positioning the brand to deliver strong revenue and profit growth over time.”
Kontoor Brands acquired Helly Hansen in 2025 as part of its strategy to diversify beyond its traditional denim portfolio. Since the acquisition, the parent company has been positioning Helly Hansen for expansion, particularly in the U.S. market. In October, Kontoor named Børre Hegbom senior vice president, global head of Helly Hansen.
“Under Børre Hegbom’s leadership as SVP and global head of Helly Hansen, the team has built tremendous momentum,” Alkire said in a statement. “I look forward to partnering closely with him and the entire team to ensure the brand has the resources, operational support and strategic focus it needs to accelerate growth and profitability. Together, we are focused on expanding our reach and leadership position in the global outdoor and workwear categories.”
