Helly Hansen to Make Major U.S. Push Under New Owner Kontoor

Kontoor CEO Scott Baxter knows the outdoor market — he oversaw the North Face during his time at VF Corp., among other roles. Baxter is excited about the growth potential for Helly Hansen, especially with what he views as a stagnant outdoor market. “Get ready — this is going to be fun,” he told analysts on a conference call detailing the acquisition.

Published: February 25, 2025By Tiffany Montgomery

File photo courtesy of Helly Hansen.

Helly Hansen is poised to expand globally and particularly in the U.S. under new owner Kontoor Brands, according to Kontoor executives who outlined their plans for the outdoor brand last week.

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Posted in: Executive Edition

Tagged with: Helly Hansen, Kontoor