Helly Hansen Eyes $15B Market

Helly Hansen is expanding its work footwear business and launching outdoor shoes in China next year, as part of a five-year growth plan revealed by its parent company Kontoor Brands Inc. The plan, announced in Oslo, Norway, prioritizes supercharging US growth, expanding in technical outdoor, and powering the workwear category globally.

The workwear segment of Helly Hansen's business is 'actively growing' and accounts for about 20 percent of the overall business. Most of the brand's work business comes from safety footwear, including protective and puncture-resistant soles. According to Patrik Falkenby, global managing director, workwear, the category is a 'fantastic opportunity' that was first launched for fall 25 and was previously licensed but is now operated in house.

Footwear is a key part of Helly Hansen's five-year growth plan, with the sport segment currently accounting for 75 percent of the brand's global revenue. However, Helly Hansen has only 1 percent share of the premium outdoor market in the US, leaving room for expansion. The US workwear market is valued at $15 billion, providing a significant opportunity for growth.

## Why it matters The expansion into outdoor shoes in China and the growth of the workwear segment are crucial to Helly Hansen's five-year growth plan. With a strong presence in the sport segment, the brand is looking to diversify its revenue streams and tap into new markets. The workwear segment, in particular, offers a significant opportunity for growth, with the US market valued at $15 billion.

The launch of outdoor shoes in China is also a strategic move, as the brand looks to expand its presence in the Asian market. With a growing middle class and increasing demand for outdoor gear, China offers a significant opportunity for Helly Hansen to grow its business. As the brand continues to execute its five-year growth plan, it will be important to monitor its progress and see how it fares in the competitive outdoor and workwear markets.