How Helly Hansen Is Keeping the House of Brands Dream Alive at Kontoor

Core Insights - The collaboration between American budget jeans brands Lee and Wrangler with Norwegian outdoor specialist Helly Hansen reflects a shift in the brand landscape in the U.S. as larger companies like VF Corp. have faced challenges [1] - Scott Baxter, CEO of Kontoor Brands Inc., emphasizes the importance of experience in managing brand portfolios and has taken a more patient approach to acquisitions [2][3] - Baxter's leadership has focused on the cultural compatibility of companies during mergers, highlighting that corporate culture should be prioritized over financial metrics [5][6] Company Strategy - Kontoor Brands Inc. is leveraging its credibility in the outdoor market, stemming from its previous association with VF Corp., which has a strong presence through The North Face [7] - The acquisition of Helly Hansen is seen as a strategic move to enhance Kontoor's growth potential in North America, where Helly Hansen has significant opportunities [7] - Baxter's experience in managing acquisitions and divestitures informs his current strategy, emphasizing the need for cultural alignment between merging companies [6]