Kontoor Brands said Helly Hansen is targeting revenue of more than $1.1 billion by 2030, up from $675 million in fiscal 2025, implying compound annual growth of about 10%.
The company also laid out a profitability expansion plan for the brand. Helly Hansen’s gross margin is expected to reach the mid* to high-50% range by 2030, while operating margin is targeted in the mid-teens. Kontoor said Helly Hansen should generate more than $500 million in cumulative cash through 2030.
The strategy behind the targets is built around three growth pillars: expanding in the U.S., strengthening the premium outdoor business, and scaling workwear. In the U.S., Kontoor plans to push both wholesale and direct-to-consumer channels. In premium outdoor, the brand aims to build on its winter sports and sailing positions and move further into adjacent technical categories. In workwear, the company wants to take a profitable European business into North America.
Kontoor described Helly Hansen as shifting from a specialist European brand to a global premium technical brand, with the U.S. and Alpine markets highlighted as key areas of expansion. Following these announcements, the company's shares moved -0.69%, and are now trading at a price of $71.99. For more information, read the company's full 8-K submission here.
