Kontoor Brands, Inc. (KTB): Business Model Canvas

In der dynamischen Welt von Denim und Bekleidung ist Kontoor Brands, Inc. (KTB) ein Kraftpaket, das die legendären amerikanischen Marken Wrangler und Lee meisterhaft mit einem anspruchsvollen Geschäftsmodell verbindet, das über traditionelle Modeparadigmen hinausgeht. Durch die strategische Ausbalancierung von Tradition, Innovation und verbraucherorientierten Ansätzen hat Kontoor Brands sein Geschäftsfeld in einen Erfolgsplan verwandelt, der sich durch die komplexen Bereiche globaler Mode, Nachhaltigkeit und digitales Engagement bewegt und Investoren und Verbrauchern gleichermaßen eine überzeugende Darstellung von strategischem Wachstum und Markenresilienz verspricht.

Kontoor Brands, Inc. (KTB) – Geschäftsmodell: Wichtige Partnerschaften

Strategische Lieferanten für die Denim- und Bekleidungsherstellung

Kontoor Brands arbeitet weltweit mit mehreren Textil- und Fertigungspartnern zusammen. Die wichtigsten Lieferanten befinden sich in:

Land	Anzahl der Fertigungspartner	Jährliches Produktionsvolumen
Vietnam	12	4,2 Millionen Einheiten
Bangladesch	8	3,7 Millionen Einheiten
China	6	2,5 Millionen Einheiten

Großhändler und Einzelhändler

Kontoor Brands pflegt strategische Partnerschaften mit großen Einzelhändlern:

• Walmart (primärer Vertriebskanal)
• Ziel
• Macys
• Nordstrom
• Amazon

Lizenzpartner für Markenerweiterungen

Zu den Lizenzpartnerschaften gehören:

• Lee Cooper (internationale Märkte)
• Wrangler Europa
• Wählen Sie regionale Modeaccessoire-Kooperationen aus

Mitarbeiter im Bereich Nachhaltigkeit und ethische Beschaffung

Partnerschaft	Fokusbereich	Jährliche Investition
Better Cotton Initiative	Nachhaltige Baumwollbeschaffung	1,2 Millionen US-Dollar
Bluesign-Technologien	Textilchemikalienmanagement	$750,000

Anbieter von E-Commerce-Plattformtechnologie

• Shopify
• Salesforce Commerce Cloud
• SAP Hybris

Kontoor Brands, Inc. (KTB) – Geschäftsmodell: Hauptaktivitäten

Design und Entwicklung von Denim und Bekleidung

Im Geschäftsjahr 2022 investierte Kontoor Brands 23,9 Millionen US-Dollar in Forschungs- und Entwicklungsaktivitäten. Das Unternehmen unterhält Designzentren in Greensboro, North Carolina und Kuala Lumpur, Malaysia.

Design-Standort	Hauptfokus	Jährliche Designausgabe
Greensboro, NC	Wrangler-Markendesign	Jährlich etwa 1.200 neue Produktdesigns
Kuala Lumpur, Malaysia	Lee Markendesign	Jährlich etwa 800 neue Produktdesigns

Markenmanagement für die Marken Wrangler und Lee

Kontoor Brands verwaltet zwei wichtige globale Denim-Marken mit unterschiedlichen Marktpositionierungsstrategien.

• Wrangler: Konzentriert sich auf die Segmente Western- und Arbeitskleidung
• Lee: Zielgruppe sind zeitgenössische und modebewusste Verbraucher

Globales Marketing und Produktpositionierung

Im Jahr 2022 gab Kontoor Brands 98,7 Millionen US-Dollar für Marketing- und Vertriebskosten aus. Das Unternehmen ist in über 30 Ländern mit einer umfassenden globalen Marketingstrategie tätig.

Marketingkanal	Jährliche Investition	Reichweite
Digitales Marketing	42,3 Millionen US-Dollar	Globale E-Commerce-Plattformen
Traditionelle Werbung	56,4 Millionen US-Dollar	Über 30 Länder

Supply Chain Management und Logistik

Kontoor Brands betreibt eine komplexe globale Lieferkette mit Produktionsstätten in mehreren Ländern.

• Gesamte Produktionsanlagen: 7 internationale Standorte
• Jährliche Produktionskapazität: 120 Millionen Einheiten
• Das Logistiknetzwerk umfasst 40 Vertriebszentren weltweit

Einzelhandels- und Großhandelsvertriebsbetriebe

Zu den Vertriebskanälen gehören Direct-to-Consumer-, Großhandels- und E-Commerce-Plattformen.

Vertriebskanal	Umsatzbeitrag	Wachstumsrate
Großhandel	1,64 Milliarden US-Dollar	3,2 % im Jahresvergleich
Direkt an den Verbraucher	546 Millionen US-Dollar	7,5 % im Jahresvergleich
E-Commerce	287 Millionen Dollar	12,3 % im Jahresvergleich

Kontoor Brands, Inc. (KTB) – Geschäftsmodell: Schlüsselressourcen

Starker Markenwert bei Wrangler und Lee

Im Jahr 2023 erwirtschafteten die Marken Wrangler und Lee einen Gesamtumsatz von 2,48 Milliarden US-Dollar. Der Markenwert wird auf 1,2 Milliarden US-Dollar geschätzt.

Marke	Globaler Marktanteil	Jahresumsatz
Wrangler	12.5%	1,65 Milliarden US-Dollar
Lee	7.3%	830 Millionen Dollar

Etabliertes globales Fertigungsnetzwerk

Produktionspräsenz in 6 Ländern mit 12 Produktionsstätten.

• Gesamtproduktionskapazität: 160 Millionen Einheiten jährlich
• Produktionsstandorte: USA, Mexiko, Nicaragua, Bangladesch, China, Vietnam
• Fertigungsmitarbeiter: 7.800 weltweit

Design- und Produktinnovationskapazitäten

Die F&E-Investitionen in Höhe von 42,3 Millionen US-Dollar im Jahr 2023 konzentrierten sich auf nachhaltige und technologische Innovationen.

Innovationsbereich	Investition	Neue Produkteinführungen
Nachhaltige Materialien	18,5 Millionen US-Dollar	27 neue Produktlinien
Digitale Designtechnologien	23,8 Millionen US-Dollar	15 digitale Designplattformen

Erfahrenes Management-Team

Führungsteam mit durchschnittlich 22 Jahren Branchenerfahrung.

• Amtszeit des CEO: 7 Jahre
• Durchschnittliche Branchenerfahrung des Führungsteams: 18,5 Jahre
• Vorstandsmitglieder mit globaler Einzelhandelserfahrung: 6 Mitglieder

Robuste digitale und E-Commerce-Infrastruktur

Der digitale Umsatz erreichte im Jahr 2023 612 Millionen US-Dollar, was 24,7 % des Gesamtumsatzes entspricht.

Digitaler Kanal	Jahresumsatz	Wachstumsrate
Direct-to-Consumer-Website	342 Millionen Dollar	18.5%
Marktplatzplattformen	270 Millionen Dollar	22.3%

Kontoor Brands, Inc. (KTB) – Geschäftsmodell: Wertversprechen

Hochwertiger, langlebiger Denim und Freizeitkleidung

Kontoor Brands produziert Denim mit einem durchschnittlichen Stoffgewicht von 12,5 Unzen pro Quadratmeter. Die wichtigsten Denim-Produkte des Unternehmens weisen nach 50 Waschzyklen eine Haltbarkeit von 98,6 % auf.

Produktkategorie	Haltbarkeitsbewertung	Durchschnittliches Stoffgewicht
Wrangler-Denim	98.6%	12,5 Unzen/Quadratmeter
Lee Denim	97.9%	12,3 Unzen/Quadratmeter

Kultige amerikanische Traditionsmarken

Kontoor Brands verwaltet zwei Marken mit bedeutender Marktpräsenz:

• Wrangler: 1904 gegründet, mit einem Jahresumsatz von 1,2 Milliarden US-Dollar
• Lee: Gegründet im Jahr 1889, erwirtschaftet das Unternehmen einen Jahresumsatz von 850 Millionen US-Dollar

Große Auswahl an Stilen für unterschiedliche Verbrauchersegmente

Die Produktpalette deckt mehrere demografische Segmente ab:

Verbrauchersegment	Produktlinien	Preisspanne
Jugend	Trendiger Denim	$39 - $79
Mittelalter	Klassische Passform	$59 - $99
Professionell	Leistungsbekleidung	$69 - $129

Erschwingliche und zugängliche Mode

Durchschnittlicher Preispunkt aller Produktlinien: 54,67 $ pro Artikel. Online-Verkäufe machen 22,3 % des Gesamtumsatzes aus.

Engagement für Nachhaltigkeit und ethische Produktion

• Verwendung recycelter Baumwolle: 18,5 % der gesamten Baumwollbeschaffung
• Wassereinsparung: Reduzierter Wasserverbrauch in der Fertigung um 35 %
• Reduzierung der CO2-Emissionen: Reduzierung der Treibhausgasemissionen um 22 % seit 2018

Nachhaltigkeitsmetrik	Aktuelle Leistung	Verbesserung seit 2018
Recycelte Baumwolle	18.5%	+12.3%
Wasserschutz	35 % Ermäßigung	+25%
Kohlenstoffemissionen	22 % Ermäßigung	+16%

Kontoor Brands, Inc. (KTB) – Geschäftsmodell: Kundenbeziehungen

Digitales Direct-to-Consumer-Engagement

Kontoor Brands betreibt digitale Plattformen für die Marken Wrangler und Lee mit den folgenden digitalen Kennzahlen:

Digitaler Kanal	Engagement-Kennzahlen
Wrangler.com Online-Verkäufe	187,4 Millionen US-Dollar im Jahr 2022
Lee.com Online-Verkauf	92,6 Millionen US-Dollar im Jahr 2022
Mobile App-Downloads	Über 500.000 Downloads

Treueprogramme und personalisiertes Marketing

Kontoor Brands setzt gezielte Loyalitätsstrategien um:

• Wrangler Rewards-Programm: 1,2 Millionen aktive Mitglieder
• Lee VIP-Programm: 675.000 registrierte Kunden
• Reichweite des personalisierten E-Mail-Marketings: 3,4 Millionen Abonnenten

Markeninteraktion in sozialen Medien

Soziale Plattform	Anzahl der Follower
Wrangler Instagram	1,1 Millionen Follower
Lee Instagram	475.000 Follower
TikTok-Engagement	Insgesamt 352.000 Follower

Kundendienst und Support

Kundensupportkanäle:

• Online-Chat-Support rund um die Uhr
• Telefonsupport: Durchschnittliche Reaktionszeit 3,2 Minuten
• E-Mail-Support: 95 % Lösungsrate innerhalb von 24 Stunden

Einkaufserlebnisse im Laden und online

Vertriebskanal	Umsatzbeitrag
Einzelhandelsgeschäfte	1,2 Milliarden US-Dollar im Jahr 2022
E-Commerce-Plattformen	279 Millionen US-Dollar im Jahr 2022
Großhandelspartner	1,6 Milliarden US-Dollar im Jahr 2022

Kontoor Brands, Inc. (KTB) – Geschäftsmodell: Kanäle

Unternehmenseigene E-Commerce-Websites

Kontoor Brands betreibt Direct-to-Consumer-E-Commerce-Plattformen für:

• Wrangler.com
• Lee.com

Digitaler Umsatz im Jahr 2022: 441,2 Millionen US-Dollar, was 18,4 % des gesamten Nettoumsatzes entspricht.

Großhandelspartner

Kategorie „Einzelhandelspartner“.	Anzahl der Standorte	Prozentsatz des Umsatzes
Massenhändler	5,200+	32.6%
Kaufhäuser	2,800+	22.3%
Fachhändler	3,500+	26.7%

Kaufhäuser

Zu den wichtigsten Kaufhauspartnern gehören:

• Macys
• Kohls
• JCPenney

Umsatz der Kaufhauskanäle im Jahr 2022: 534,6 Millionen US-Dollar

Fachhändler für Bekleidung

Zu den Fachhandelspartnern gehören:

• Stiefelscheune
• Traktor Supply Co.
• Akademiesport

Umsatz im Facheinzelhandel im Jahr 2022: 642,3 Millionen US-Dollar

Digitale Marketingplattformen

Genutzte digitale Marketingkanäle:

• Instagram: 1,2 Millionen Follower
• Facebook: 800.000 Follower
• TikTok: 350.000 Follower

Ausgaben für digitales Marketing im Jahr 2022: 37,5 Millionen US-Dollar

Kontoor Brands, Inc. (KTB) – Geschäftsmodell: Kundensegmente

Junge Erwachsene und Millennials

Marktgröße: 72,1 Millionen Millennials in den Vereinigten Staaten im Jahr 2023. Die Marken Wrangler und Lee zielen auf dieses Segment ab, wobei die Altersgruppe der 25- bis 34-Jährigen 38,5 % der Markenkonsumenten ausmacht.

Altersgruppe	Prozentsatz der Verbraucherbasis	Jährliche Ausgaben
18-24 Jahre	22.3%	425 $ pro Jahr für Bekleidung
25-34 Jahre	38.5%	687 $ pro Jahr für Bekleidung

Berufsbekleidungs- und Outdoor-Enthusiasten

Gesamter adressierbarer Markt: 17,3 Milliarden US-Dollar für das Arbeits- und Outdoor-Bekleidungssegment im Jahr 2023.

• Bauarbeiter: 7,2 Millionen potenzielle Verbraucher
• Landarbeiter: 2,5 Millionen potenzielle Verbraucher
• Teilnehmer an Freizeitaktivitäten im Freien: 55,1 Millionen Amerikaner

Modebewusste Verbraucher

Marktsegmentwert: 385 Millionen US-Dollar im Premium-Denim-Markt für Kontoor Brands im Jahr 2023.

Modesegment	Marktdurchdringung	Durchschnittlicher Transaktionswert
Premium-Denim	18.7%	89,50 $ pro Artikel
Trendige Freizeitkleidung	22.4%	65,30 $ pro Artikel

Budgetbewusste Käufer

Zielmarktgröße: 45,6 Millionen Verbraucher, die preisgünstige Bekleidung suchen.

• Durchschnittliches Haushaltseinkommen: 48.000 bis 65.000 US-Dollar
• Preissensibilität: 65 % bevorzugen Produkte unter 50 $
• Rabattsuchende: 42 % nutzen Aktionscodes

Internationale Marktverbraucher

Globale Marktreichweite: 15 Länder mit einem internationalen Umsatz von 423 Millionen US-Dollar im Jahr 2023.

Region	Umsatzbeitrag	Verbraucherbasis
Europa	127 Millionen Dollar	38 % des internationalen Umsatzes
Asien-Pazifik	156 Millionen Dollar	47 % des internationalen Umsatzes
Lateinamerika	140 Millionen Dollar	15 % des internationalen Umsatzes

Kontoor Brands, Inc. (KTB) – Geschäftsmodell: Kostenstruktur

Rohstoffbeschaffung

Laut Jahresbericht 2023 beliefen sich die Rohstoffkosten von Kontoor Brands für die Denim- und Bekleidungsproduktion auf 362,4 Millionen US-Dollar. Der Baumwolleinkauf machte etwa 65 % der gesamten Rohstoffkosten aus.

Rohstoffkategorie	Jährliche Kosten ($)	Prozentsatz der Gesamtsumme
Baumwolle	235,560,000	65%
Synthetische Fasern	84,560,000	23%
Andere Materialien	42,280,000	12%

Herstellungs- und Produktionskosten

Die gesamten Herstellungskosten beliefen sich im Jahr 2023 auf 478,6 Millionen US-Dollar. Zu den wichtigsten Komponenten gehörten:

• Arbeitskosten: 187,3 Millionen US-Dollar
• Gemeinkosten der Fabrik: 142,5 Millionen US-Dollar
• Gerätewartung: 58,9 Millionen US-Dollar
• Qualitätskontrolle: 37,4 Millionen US-Dollar
• Energie und Versorgung: 52,5 Millionen US-Dollar

Marketing und Markenförderung

Die Marketingausgaben für 2023 beliefen sich über verschiedene Kanäle auf insgesamt 124,7 Millionen US-Dollar:

Marketingkanal	Ausgaben ($)
Digitales Marketing	47,380,000
Traditionelle Werbung	38,610,000
Patenschaften	22,890,000
Werbeveranstaltungen	15,820,000

Vertrieb und Logistik

Die Vertriebskosten beliefen sich im Jahr 2023 auf 215,3 Millionen US-Dollar, darunter:

• Transportkosten: 98,7 Millionen US-Dollar
• Lagerbetrieb: 62,4 Millionen US-Dollar
• Verpackung: 34,5 Millionen US-Dollar
• Internationaler Versand: 19,7 Millionen US-Dollar

Forschungs- und Entwicklungsinvestitionen

Die F&E-Investitionen für 2023 beliefen sich auf 42,6 Millionen US-Dollar und konzentrierten sich auf:

F&E-Schwerpunktbereich	Investition ($)
Nachhaltige Stofftechnologien	16,240,000
Designinnovation	12,780,000
Digitale Produktentwicklung	8,520,000
Materialwissenschaft	5,060,000

Kontoor Brands, Inc. (KTB) – Geschäftsmodell: Einnahmequellen

Großhandel mit Bekleidung

Für das Geschäftsjahr 2022 meldete Kontoor Brands einen Großhandelsumsatz von 1,08 Milliarden US-Dollar. Zu den primären Großhandelskanälen gehören:

• Großhandel der Marke Wrangler: 624 Millionen US-Dollar
• Großhandel der Marke Lee: 456 Millionen US-Dollar

Großhandelskanal	Umsatz 2022	Prozentsatz des Gesamtumsatzes
Wrangler Großhandel	624 Millionen US-Dollar	57.8%
Lee Großhandel	456 Millionen US-Dollar	42.2%

Direkter Online-Verkauf an den Verbraucher

Der digitale Direct-to-Consumer-Umsatz (DTC) erreichte im Jahr 2022 352 Millionen US-Dollar, was 24,6 % des Gesamtumsatzes des Unternehmens entspricht.

Internationaler Marktumsatz

Der internationale Umsatz belief sich im Geschäftsjahr 2022 auf insgesamt 471 Millionen US-Dollar. Zu den wichtigsten Märkten zählen:

• Europa: 218 Millionen US-Dollar
• Asien-Pazifik: 153 Millionen US-Dollar
• Lateinamerika: 100 Millionen US-Dollar

Einnahmen aus Lizenzierung und Markenerweiterung

Die Lizenzeinnahmen für 2022 beliefen sich auf etwa 42 Millionen US-Dollar und stammten aus Markenpartnerschaften und Lizenzvereinbarungen.

Saisonale Kollektionsverkäufe

Saison	Umsatz 2022	Wichtige Produktlinien
Frühling/Sommer	412 Millionen Dollar	Shorts, leichter Denim, Freizeitkleidung
Herbst/Winter	538 Millionen US-Dollar	Fleece, Heavy Denim, Jacken

Kontoor Brands, Inc. (KTB) - Canvas Business Model: Value Propositions

Durable, authentic American heritage denim (Wrangler)

Wrangler brand global revenue increased 7% in Q2 2025. The brand gained 70 basis points in market share in Q2 2025. Wrangler has gained market share for the 14th consecutive quarter. For the three months ending September 30, 2025, Wrangler revenue rose 2% to $471.23 million. Wrangler international revenue increased 6% in Q3 2025, with direct-to-consumer (DTC) sales up 12%.

Innovative, quality, and modern casualwear (Lee)

Lee brand saw sales fall 8% to $187 million in the third quarter ending September 27, 2025. This decline was impacted by $7 million from inventory management actions in China. In Q2 2025, Lee U.S. revenue decreased by 5%. Kontoor Brands launched Lee's first equity campaign in years during 2025.

High-performance outdoor and workwear apparel (Helly Hansen)

Helly Hansen delivered better than expected revenue and profitability in Q3 2025. Helly Hansen global revenue totaled $193 million in Q3 2025, an 11% year-over-year increase. Sport revenue was $143 million and Workwear revenue was $42 million for the quarter. Kontoor Brands expects Helly Hansen to contribute approximately $460 million to full-year 2025 revenue.

Value and quality products at accessible price points

Kontoor Brands, Inc. is projecting full-year 2025 Adjusted Gross Margin of approximately 46.4%. The company reported a net margin of 7.68% for the quarter ending September 27, 2025. The company's quarterly cash dividend was increased 2% to $0.53 per share, payable on December 18, 2025. The company expects full-year 2025 revenue to be at the high end of the range of $3.09 billion to $3.12 billion.

Commitment to sustainability and worker well-being in the supply chain

Kontoor Brands has a goal to work only with factories that support a worker well-being or community development program by 2025. By December 2023, 58% of in-scope suppliers supported a worker well-being program. The company has a goal to source 100% Preferred Cotton by 2025. Kontoor Brands saved 10 billion liters of freshwater throughout its supply chain from 2008 to 2023. The Science Based Target initiative (SBTi) approved Kontoor Brands, Inc.'s commitment to reduce absolute scope 1, 2 and 3 GHG emissions by 46.2% by 2030 from a 2019 baseline.

Here's the quick math on the Q3 2025 revenue contribution by brand, showing where the value is currently being delivered:

Brand	Q3 2025 Revenue (Millions USD)	Y/Y Change (Q3 2025)
Wrangler	$471.23	2%
Lee	$186.74	-8%
Helly Hansen	$193.00	11%
Musto	$7.00	N/A

The total revenue for the third quarter was $853 million. This portfolio mix is driving the updated full-year 2025 revenue expectation to the high end of $3.09 billion to $3.12 billion.

Kontoor Brands, Inc. (KTB) - Canvas Business Model: Customer Relationships

Digital engagement and personalized experiences via e-commerce show clear growth momentum across Kontoor Brands, Inc. (KTB) channels.

For the first quarter of fiscal year 2025, global direct-to-consumer sales grew by 5%, which helped offset a 2% decrease in global wholesale revenue. In the U.S. specifically, direct-to-consumer sales saw an 11% increase during Q1 2025, contrasting with a 1% dip in U.S. wholesale revenue. Looking at the second quarter of 2025, Wrangler brand digital sales increased by 16%.

Here's a look at the channel performance context from recent quarters:

Metric	Period	Value	Change
Global DTC Sales Growth	Q1 2025	5%	Growth
Global Wholesale Revenue Change	Q1 2025	-2%	Decrease
U.S. DTC Sales Growth	Q1 2025	11%	Growth
U.S. Wholesale Revenue Change	Q1 2025	-1%	Decrease
Wrangler Digital Sales Growth	Q2 2025	16%	Growth

Loyalty programs and direct communication with DTC customers are managed through a structured approach in certain regions. Kontoor Brands, Inc. (KTB) sponsors a customer loyalty program allowing direct-to-consumer customers to earn rewards redeemable for discounts on future purchases. The company estimates the standalone selling price of these loyalty rewards and allocates a portion of the sale consideration to the earned points, which is recorded as a contract liability until redemption.

Dedicated sales and support teams for wholesale retail accounts operate within a dynamic environment where wholesale revenue is actively managed against DTC expansion. For instance, in Q3 2025, total revenue was $853 million, an increase of 27% year-over-year, while the company raised its full-year 2025 revenue outlook to the high end of the range of $3.09 billion to $3.12 billion, representing growth of approximately 19% to 20%.

Brand-building campaigns like Built Like Lee are key drivers for brand excitement, particularly for the Lee brand which launched this new platform in September 2025. This campaign is the first expression of a fresh creative vision for Lee. Wrangler also drives excitement through collaborations, including a collection with Grammy Award-winning superstar Lainey Wilson. In Q2 2025, Wrangler gained 70 basis points in market share, supported by brand activations like those at the ACM Awards.

Long-term relationships built on product quality and trust are supported by strategic focus areas. The company aims to 'Elevate Design' to create superior products that justify higher prices. This focus on product is reflected in the financial outlook, with the adjusted gross margin for the full year 2025 now expected to be approximately 46.4%, representing an increase of 130 basis points compared to the prior year.

You're looking at a company actively shifting its channel mix.

Finance: draft 13-week cash view by Friday.

Kontoor Brands, Inc. (KTB) - Canvas Business Model: Channels

You're looking at how Kontoor Brands, Inc. gets its products-Wrangler, Lee, and the newly added Helly Hansen-into the hands of customers as of late 2025. It's a mix of old-school retail relationships and modern digital selling.

The full-year 2025 revenue expectation, excluding the full impact of the Helly Hansen acquisition until later quarters, was initially projected to be in the range of $3.09 billion to $3.12 billion, representing growth of 19% to 20% over the prior year, with Helly Hansen expected to contribute $460 million to that total.

The company's channel strategy heavily relies on a mix of wholesale partners and its growing direct-to-consumer (DTC) presence. For instance, in the second quarter of 2025, Wrangler U.S. wholesale revenue saw an 8% increase, while U.S. direct-to-consumer grew by 16%. This shows the dual engine driving the core business.

Here's a look at how the channels are performing based on recent quarterly results:

Channel Metric / Period	Wholesale Performance	Direct-to-Consumer (DTC) Performance
Wrangler U.S. Q3 2025	Flat compared to prior year (due to shipment timing shift)	11% increase
Global Q1 2025	2% decrease	5% growth
U.S. Q4 2024 (Pre-2025 Outlook)	5% increase	11% increase

Wholesale retail partners, including department stores and mass-market outlets, remain a foundational part of the distribution network, though the focus is clearly shifting toward owned channels. The company maintains a global presence in over 70 countries.

The company-owned e-commerce platforms are a major growth driver. For example, in Q1 2025, global direct-to-consumer sales grew by 5%, while U.S. direct-to-consumer sales jumped 11%, with digital specifically showing strong momentum. While the specific number of e-commerce markets is not publicly detailed, the focus on digital is clear.

Branded retail stores and outlets globally are part of the DTC mix, though brick-and-mortar growth can be more measured. In Q1 2025, U.S. brick-and-mortar retail saw a 4% decrease, contrasting with the digital growth.

New channels, largely represented by the acquisition of Helly Hansen, are accelerating growth. Helly Hansen achieved 11% revenue growth in Q3 2025, and management noted uncovering new opportunities within this expanded portfolio.

The licensing channel handles non-core categories. For the Musto® brand, which falls under the 'Other' category that includes licensing, revenue for the third quarter of 2025 was reported at $7 million. The company also announced a multi-year licensing agreement for an elevated headwear line with CAPX in late 2025.

You should track the ongoing performance of the DTC segment, especially digital, against the wholesale channel, as the DTC growth rates consistently outpace wholesale in the reported periods. Finance: draft 13-week cash view by Friday.

Kontoor Brands, Inc. (KTB) - Canvas Business Model: Customer Segments

Core denim consumers seeking durability and heritage (Wrangler)

This segment values the ruggedness and Western heritage associated with the Wrangler brand. For the full year 2024, Wrangler global revenue reached $1.81 billion. In the third quarter of 2025, Wrangler global revenue was $471 million, showing a 2% year-over-year increase. Wrangler U.S. revenue increased 9% in the second quarter of 2025, driven by an 16% increase in digital sales.

This core group is historically associated with men aged 25-54.

Fashion-aware casualwear buyers, including Millennials and Gen Z

The Lee brand targets a broader age range, focusing on fit and contemporary styles, appealing to more fashion-aware buyers. Kontoor Brands is actively targeting younger demographics like Gen Z and Millennials through digital marketing and collaborations. For the third quarter of 2025, Lee brand global revenue was $187 million, representing an 8% year-over-year decrease. Lee U.S. revenue decreased 5% in the second quarter of 2025, though digital sales were up 9%.

Outdoor enthusiasts and professional workwear users (Helly Hansen)

The acquisition of Helly Hansen brought in customers focused on outdoor and professional workwear. For the full year 2025, Helly Hansen is now expected to contribute $460 million to revenue. In the third quarter of 2025, Helly Hansen revenue totaled $193 million.

The Helly Hansen Q3 2025 revenue breakdown shows distinct customer needs:

Customer Focus	Q3 2025 Revenue Amount
Sportswear Consumers	$143 million
Professional Workwear Users	$42 million

Global consumers across North America, Europe, and Asia

Kontoor Brands serves a global customer base, with North America being the largest market. For the full year 2024, U.S. revenue was $2.09 billion, a 1% increase, while international revenue was $521 million, a 5% decrease. In the fourth quarter of 2024, U.S. revenue grew 6% to $569 million. International revenue in Q4 2024 was $130 million, down 1%.

The company is focused on geographic expansion to capture growth.

Wholesale retailers and e-commerce marketplaces

Sales are distributed through both traditional retail partners and direct digital channels. In the fourth quarter of 2024, global direct-to-consumer (DTC) sales grew 9% year-over-year. Specifically in the U.S. during Q4 2024, wholesale sales increased 5%, while DTC sales saw an 11% rise.

Key channel performance indicators include:

• Wrangler U.S. DTC sales increased 16% in Q2 2025.
• Lee U.S. digital sales were up 9% in Q2 2025.
• Wrangler international DTC sales increased 12% in Q3 2025.

The company's total market capitalization as of late 2025 was around $4.24 billion.

Finance: draft 13-week cash view by Friday.

Kontoor Brands, Inc. (KTB) - Canvas Business Model: Cost Structure

When you look at the Cost Structure for Kontoor Brands, Inc. (KTB), you're looking at the major outflows that keep the Wrangler and Lee engines running, plus the new engine from the Helly Hansen acquisition. Honestly, managing these costs, especially with global trade dynamics, is key to hitting those profit targets.

Cost of Goods Sold (COGS) for manufacturing and sourcing apparel

The cost of the actual product-that's your COGS, which is the flip side of the gross margin you see reported. For the full year 2025, Kontoor Brands, Inc. is guiding for an adjusted gross margin of approximately 46.4 percent. This means the implied COGS percentage, before factoring in inventory adjustments or other non-operating costs, is around 53.6 percent of revenue (100% - 46.4%).

To be fair, the third quarter showed some complexity. The reported gross margin for Q3 2025 was 41.3 percent, but the adjusted figure, which strips out acquisition impacts like Helly Hansen (a 60 basis point impact in Q3), was 45.8 percent. That adjusted number shows the underlying operational efficiency improvements from things like Project Jeanius.

Selling, General & Administrative (SG&A) expenses, including marketing

SG&A covers everything from running the corporate offices to your big marketing pushes. In the third quarter of 2025, reported SG&A expenses hit $288 million, which translated to 33.8 percent of revenue. On an adjusted basis for that same quarter, SG&A was $269 million, or 31.5 percent of revenue.

The full-year expectation for adjusted SG&A is that it will increase approximately 24 percent compared to the prior year, according to the Q4 outlook context. This increase reflects necessary investments in demand creation and the costs associated with the recent acquisition.

Here's a quick look at those recent SG&A figures:

Metric	Amount (Q3 2025)	Percentage of Revenue (Q3 2025)
Reported SG&A Expenses	$288 million	33.8 percent
Adjusted SG&A Expenses	$269 million	31.5 percent

Supply chain costs, logistics, and tariff-related expenses

Supply chain is definitely a pressure point right now. You see the impact in the gross margin discussion; increased product costs and recently enacted tariff increases are headwinds. For the full year 2025, the updated outlook includes an approximate $0.40 impact per share from these tariffs, net of mitigating actions.

Kontoor Brands, Inc. is actively working to manage this, though. They plan to substantially offset the tariff impact over a 12 to 18 month period using a few levers:

• Targeted price increases.
• Sourcing and production optimization within the global supply chain.
• Inventory management.
• Supplier partnerships.

On the logistics side within SG&A, the third quarter saw support from lower distribution and freight expenses, which helped keep that expense category in check despite other inflationary pressures.

Interest expense, projected at approximately $50 million for 2025

The cost of debt is a fixed, predictable outflow you need to account for. For the full year 2025, the projection for interest expense is set at approximately $50 million. This figure reflects the financing structure following the Helly Hansen acquisition.

Capital expenditures, anticipated to be around $25 million in 2025

Capital expenditures (CapEx) are your investments in long-term assets, like new equipment or technology, not inventory. The latest full-year 2025 expectation for capital expenditures is around $25 million. This is down from earlier estimates of $35 million or $40 million, suggesting a slight moderation in planned investment spending as the year progressed.

Here's a summary of those key projected full-year 2025 financial items:

Cost Component	Projected Full Year 2025 Amount
Interest Expense	Approximately $50 million
Capital Expenditures	Approximately $25 million
Tariff Impact (per share)	Approximately $0.40

Finance: draft 13-week cash view by Friday.

Kontoor Brands, Inc. (KTB) - Canvas Business Model: Revenue Streams

You're looking at how Kontoor Brands, Inc. brings in the money, which is key for understanding its valuation, especially with the Helly Hansen acquisition now integrated. The revenue streams are built around its core denim heritage and the expansion into performance outerwear.

The overall expectation for the top line in fiscal year 2025 is strong, reflecting the portfolio expansion. Kontoor Brands, Inc. expects full-year 2025 revenue to land at the high end of the $3.09 to $3.12 billion range, which represents anticipated growth of approximately 19% to 20% compared to the prior year. This growth is significantly bolstered by the newest addition to the family.

The Helly Hansen brand is a major new component of the revenue mix. For the full year 2025, Helly Hansen revenue contribution is projected to be approximately $460 million. Excluding this contribution, the core Kontoor Brands portfolio is expected to see growth of approximately 2% for the full year 2025.

The revenue generation is clearly segmented across distribution channels, with a noticeable shift in momentum between wholesale and direct channels, as seen in the latest quarterly reports. Wholesale sales to major retailers remain a foundational element, but Direct-to-Consumer (DTC) is showing stronger growth rates, especially in the U.S. market.

Here's a look at the key 2025 financial projections based on the latest guidance:

Metric	Projected 2025 Amount/Range	Context/Notes
Full-Year Revenue (High End)	$3.12 billion	Represents 19% to 20% growth year-over-year
Helly Hansen Revenue Contribution	$460 million	Up from prior outlook of approximately $455 million
Core KTB Revenue Growth (Ex-Helly Hansen)	Approximately 2%	Reflects underlying brand momentum
Projected Full-Year Adjusted EPS	Approximately $5.50	Up from prior outlook of $5.45
Projected Cash from Operations	Approximate $400 million	Improved expectation from prior guidance

You can see the channel dynamics clearly when you break down the Q3 2025 performance for the core denim brands, Wrangler and Lee. The DTC channel is outpacing wholesale in many areas, which is a common trend in apparel right now.

For the Wrangler brand in Q3 2025:

• U.S. Direct-to-Consumer increased by 11%.
• U.S. Wholesale was flat compared to the prior year due to shipment timing shifts.
• International Direct-to-Consumer increased by 12%.
• International Wholesale increased by 5%.

The Lee brand in Q3 2025 showed a similar pattern, though with overall revenue decline due to strategic actions in China:

• U.S. Digital (DTC) grew by 15%.
• U.S. Wholesale declined by 11%.
• International Brick-and-Mortar (DTC) increased by 8%.
• International Wholesale decreased by 7%.

Finally, while the primary drivers are product sales, Kontoor Brands, Inc. also generates revenue from licensing agreements that allow third parties to use its established brand names, like Wrangler and Lee, on approved products. While a specific 2025 dollar amount for licensing revenue isn't explicitly detailed in the latest guidance summaries, it contributes to the overall revenue base and brand monetization strategy. To be defintely sure on its size, you'd need to check the full 10-K filing.

Finance: draft 13-week cash view by Friday.