Kontoor Brands raises the bar for Helly Hansen. On the occasion of the brand’s first Investor Day under new ownership, the group announced the goal of exceeding $1.1 billion in annual revenue by 2030, compared to the $675 million in pro forma revenue recorded in 2025. This leap implies an average annual growth of around 10%, mainly driven by the US market and a broader push towards technical outdoor. The plan revolves around three pillars: “Supercharge the US”, “Win in Premium Outdoor”, and “Power Workwear”.
United States, the real bet
The US market is at the heart of the plan: Kontoor expects revenue growth in America with a CAGR of over 20%, reaching approximately $500 million by 2030, while the rest of the world will grow at more moderate rates, in the mid-low single digits. Today, the US Sport business is worth about $150 million, still far from the numbers of the main competing outdoor brands used as benchmarks.
After a decade dedicated to building specialized distribution, Helly Hansen is now aiming to expand with major key accounts: currently the brand is only present in 6% of the potential points of sale identified with these customers, with a growth margin of up to 25-35%. Digital is also in focus, with the goal to double online revenue by 2030, while the physical network – currently 12 direct stores in the USA – will only grow marginally.
Less skiing and sailing, more year-round technical outdoor
The brand wants to gradually reduce its dependence on its historical strengths, skiing and sailing, which currently represent about 70% of Sport revenue but are expected to decrease to around 40%, making room for hiking, mountaineering, and other technical outdoor activities that can be practiced year-round. The management’s reasoning is as simple as it is ambitious: the technical outdoor market is estimated to be three times larger than the winter sports market, and capturing even just an additional one percent could be worth over $400 million in revenue.
Workwear, the third engine
Workwear is the third pillar of the strategy. Helly Hansen intends to replicate in North America the model already established in the Nordic countries, with a dedicated organization and products developed specifically for the US market. The goal is to take the Workwear USA business, still marginal today, beyond $150 million by 2030.
