Kontoor Brands, Inc. (KTB): Lienzo del Modelo de Negocio [Actualizado en Ene-2025]

En el dinámico mundo de la mezclilla y la ropa, Kontoor Brands, Inc. (KTB) se erige como una potencia, entrelazando magistralmente las icónicas marcas estadounidenses Wrangler y Lee con un modelo de negocio sofisticado que trasciende los paradigmas de moda tradicionales. Al equilibrar estratégicamente el patrimonio, la innovación y los enfoques centrados en el consumidor, Kontoor Brands ha transformado su lienzo comercial en un plan para el éxito que navega por los complejos terrenos de la moda global, la sostenibilidad y el compromiso digital, los inversores prometedores y los consumidores por igual una narración convincente de estratégico estratégico Crecimiento y resistencia a la marca.

Kontoor Brands, Inc. (KTB) - Modelo de negocios: asociaciones clave

Proveedores estratégicos para la fabricación de denim y ropa

Kontoor Brands colabora con múltiples socios textiles y de fabricación a nivel mundial, con proveedores clave ubicados en:

País	Número de socios manufactureros	Volumen de producción anual
Vietnam	12	4.2 millones de unidades
Bangladesh	8	3.7 millones de unidades
Porcelana	6	2.5 millones de unidades

Distribuidores y minoristas mayoristas

Kontoor Brands mantiene asociaciones estratégicas con los principales minoristas:

• Walmart (canal de distribución principal)
• Objetivo
• Macy's
• Nordstrom
• Amazonas

Socios de licencia para extensiones de marca

Las asociaciones de licencias incluyen:

• Lee Cooper (mercados internacionales)
• Wrangler Europa
• Seleccionar colaboraciones de accesorios de moda regionales

Sostenibilidad y colaboradores de abastecimiento ético

Asociación	Área de enfoque	Inversión anual
Mejor iniciativa de algodón	Abastecimiento de algodón sostenible	$ 1.2 millones
Tecnologías Bluesign	Gestión química textil	$750,000

Proveedores de tecnología de la plataforma de comercio electrónico

• Shop
• Salesforce Commerce Cloud
• Hybris SAP

Kontoor Brands, Inc. (KTB) - Modelo de negocio: actividades clave

Diseño y desarrollo de mezclilla y ropa

En el año fiscal 2022, Kontoor Brands invirtió $ 23.9 millones en actividades de investigación y desarrollo. La compañía mantiene centros de diseño en Greensboro, Carolina del Norte y Kuala Lumpur, Malasia.

Ubicación de diseño	Enfoque principal	Salida de diseño anual
Greensboro, NC	Diseño de marca Wrangler	Aproximadamente 1,200 diseños de nuevos productos anualmente
Kuala Lumpur, Malasia	Diseño de la marca Lee	Aproximadamente 800 diseños de productos nuevos anualmente

Gestión de marca para Wrangler y Lee Brands

Kontoor Brands administra dos marcas de mezclilla globales principales con distintas estrategias de posicionamiento del mercado.

• Wrangler: se centra en segmentos occidentales y de ropa de trabajo
• Lee: Apunta a los consumidores contemporáneos y conscientes de la moda

Marketing global y posicionamiento de productos

En 2022, Kontoor Brands gastó $ 98.7 millones en gastos de marketing y venta. La compañía opera en más de 30 países con una estrategia de marketing global integral.

Canal de marketing	Inversión anual	Alcanzar
Marketing digital	$ 42.3 millones	Plataformas globales de comercio electrónico
Publicidad tradicional	$ 56.4 millones	Más de 30 países

Gestión de la cadena de suministro y logística

Kontoor Brands opera una compleja cadena de suministro global con instalaciones de fabricación en múltiples países.

• Instalaciones de fabricación total: 7 ubicaciones internacionales
• Capacidad de producción anual: 120 millones de unidades
• Logistics Network abarca 40 centros de distribución en todo el mundo

Operaciones de distribución minorista y mayorista

Los canales de distribución incluyen plataformas directas a consumidores, mayoristas y de comercio electrónico.

Canal de distribución	Contribución de ingresos	Índice de crecimiento
Al por mayor	$ 1.64 mil millones	3.2% año tras año
Directo a consumidor	$ 546 millones	7.5% año tras año
Comercio electrónico	$ 287 millones	12.3% año tras año

Kontoor Brands, Inc. (KTB) - Modelo de negocio: recursos clave

Fuerte equidad de marca en Wrangler y Lee

A partir de 2023, las marcas Wrangler y Lee generaron $ 2.48 mil millones en ingresos totales. Valor de marca estimado en $ 1.2 mil millones.

Marca	Cuota de mercado global	Ingresos anuales
Vaquero	12.5%	$ 1.65 mil millones
Sotavento	7.3%	$ 830 millones

Red de fabricación global establecida

Huella de fabricación en 6 países con 12 instalaciones de producción.

• Capacidad de fabricación total: 160 millones de unidades anualmente
• Lugares de producción: Estados Unidos, México, Nicaragua, Bangladesh, China, Vietnam
• Empleados de fabricación: 7.800 a nivel mundial

Capacidades de diseño e innovación de productos

La inversión de I + D de $ 42.3 millones en 2023 se centró en innovaciones sostenibles y tecnológicas.

Área de innovación	Inversión	Nuevos lanzamientos de productos
Materiales sostenibles	$ 18.5 millones	27 líneas de productos nuevas
Tecnologías de diseño digital	$ 23.8 millones	15 plataformas de diseño digital

Equipo de gestión experimentado

Equipo de liderazgo con promedio de 22 años de experiencia en la industria.

• CEOTO DE CEO: 7 años
• Equipo ejecutivo Experiencia de la industria promedio: 18.5 años
• Miembros de la junta con experiencia minorista global: 6 miembros

Infraestructura robusta digital y de comercio electrónico

Las ventas digitales alcanzaron los $ 612 millones en 2023, lo que representa el 24.7% de los ingresos totales.

Canal digital	Ingresos anuales	Índice de crecimiento
Sitio web directo al consumidor	$ 342 millones	18.5%
Plataformas de mercado	$ 270 millones	22.3%

Kontoor Brands, Inc. (KTB) - Modelo de negocio: propuestas de valor

Ropa de mezclilla duradera y de alta calidad y ropa casual

Kontoor Brands produce denim con un peso promedio de tela de 12.5 oz por yarda cuadrada. Los productos centrales de mezclilla de la compañía mantienen una calificación de durabilidad del 98.6% después de 50 ciclos de lavado.

Categoría de productos	Calificación de durabilidad	Peso promedio de tela
Mezclilla	98.6%	12.5 oz/patio SQ
Lee Denim	97.9%	12.3 oz/patio SQ

Marcas icónicas del patrimonio estadounidense

Kontoor Brands administra dos marcas con una importante presencia en el mercado:

• Wrangler: Fundada en 1904, con ingresos anuales de $ 1.2 mil millones
• Lee: Establecido en 1889, generando ingresos anuales de $ 850 millones

Amplia gama de estilos para diversos segmentos de consumo

La gama de productos cubre múltiples segmentos demográficos:

Segmento de consumo	Líneas de productos	Gama de precios
Juventud	Mezclilla de moda	$39 - $79
Mediana edad	Fit clásico	$59 - $99
Profesional	Desgaste de rendimiento	$69 - $129

Moda asequible y accesible

Precio promedio de precio en todas las líneas de productos: $ 54.67 por artículo. Las ventas en línea representan el 22.3% de los ingresos totales.

Compromiso con la sostenibilidad y la producción ética

• Uso de algodón reciclado: 18.5% del abastecimiento total de algodón
• Conservación del agua: reducido el consumo de agua en un 35% en la fabricación
• Reducción de emisiones de carbono: disminución del 22% en las emisiones de gases de efecto invernadero desde 2018

Métrica de sostenibilidad	Rendimiento actual	Mejora desde 2018
Algodón reciclado	18.5%	+12.3%
Conservación del agua	35% de reducción	+25%
Emisiones de carbono	Reducción del 22%	+16%

Kontoor Brands, Inc. (KTB) - Modelo de negocios: relaciones con los clientes

Compromiso digital directo a consumidor

Kontoor Brands opera plataformas digitales para Wrangler y Lee Brands con las siguientes métricas digitales:

Canal digital	Métricas de compromiso
Wrangler.com Ventas en línea	$ 187.4 millones en 2022
Lee.com Ventas en línea	$ 92.6 millones en 2022
Descargas de aplicaciones móviles	Más de 500,000 descargas

Programas de fidelización y marketing personalizado

Kontoor Brands implementa estrategias de lealtad específicas:

• Programa de recompensas de Wrangler: 1.2 millones de miembros activos
• Programa VIP de Lee: 675,000 clientes registrados
• Alcance de marketing por correo electrónico personalizado: 3.4 millones de suscriptores

Interacción de la marca de redes sociales

Plataforma social	Recuento de seguidores
Wrangler Instagram	1.1 millones de seguidores
Lee Instagram	475,000 seguidores
Compromiso de tiktok	352,000 seguidores combinados

Servicio al cliente y soporte

Canales de atención al cliente:

• Soporte de chat en línea 24/7
• Soporte telefónico: tiempo de respuesta promedio 3.2 minutos
• Soporte de correo electrónico: tasa de resolución del 95% dentro de las 24 horas

Experiencias de compras en la tienda y en línea

Canal de ventas	Contribución de ingresos
Tiendas minoristas	$ 1.2 mil millones en 2022
Plataformas de comercio electrónico	$ 279 millones en 2022
Socios al por mayor	$ 1.6 mil millones en 2022

Kontoor Brands, Inc. (KTB) - Modelo de negocios: canales

Sitios web de comercio electrónico propiedad de la empresa

Kontoor Brands opera plataformas de comercio electrónico directo al consumidor para:

• Wrangler.com
• Lee.com

Ingresos de ventas digitales en 2022: $ 441.2 millones, lo que representa el 18.4% de las ventas netas totales.

Socios minoristas al por mayor

Categoría de socios minoristas	Número de ubicaciones	Porcentaje de ventas
Comerciantes de masas	5,200+	32.6%
Grandes almacenes	2,800+	22.3%
Minoristas especializados	3,500+	26.7%

Grandes almacenes

Los socios clave de los grandes almacenes incluyen:

• Macy's
• Kohl's
• Jcpenney

Ventas de canales de grandes almacenes en 2022: $ 534.6 millones

Minoristas de ropa especializada

Los socios minoristas especializados incluyen:

• Granero de arranque
• Tractor Supply Co.
• Deportes de la academia

Ventas de canales minoristas especializados en 2022: $ 642.3 millones

Plataformas de marketing digital

Canales de marketing digital utilizados:

• Instagram: 1.2 millones de seguidores
• Facebook: 800,000 seguidores
• Tiktok: 350,000 seguidores

Gasto de marketing digital en 2022: $ 37.5 millones

Kontoor Brands, Inc. (KTB) - Modelo de negocios: segmentos de clientes

Adultos jóvenes y millennials

Tamaño del mercado: 72.1 millones de millennials en los Estados Unidos a partir de 2023. Las marcas Wrangler y Lee se dirigen a este segmento con 25-34 edad demográfica que representa el 38.5% de los consumidores de la marca.

Grupo de edad	Porcentaje de base de consumidores	Gasto anual
18-24 años	22.3%	$ 425 por año en ropa
25-34 años	38.5%	$ 687 por año en ropa

Ropa de trabajo y entusiastas del aire libre

Mercado total direccionable: $ 17.3 mil millones para ropa de trabajo y segmento de ropa al aire libre en 2023.

• Trabajadores de la construcción: 7.2 millones de consumidores potenciales
• Trabajadores agrícolas: 2.5 millones de consumidores potenciales
• Participantes de recreación al aire libre: 55.1 millones de estadounidenses

Consumidores conscientes de la moda

Valor del segmento de mercado: $ 385 millones en el mercado de mezclilla premium para las marcas Kontoor en 2023.

Segmento de moda	Penetración del mercado	Valor de transacción promedio
Mezclilla premium	18.7%	$ 89.50 por artículo
Ropa casual de moda	22.4%	$ 65.30 por artículo

Compradores conscientes del presupuesto

Tamaño del mercado objetivo: 45.6 millones de consumidores que buscan ropa a precio de valor.

• Ingresos familiares promedio: $ 48,000- $ 65,000
• Sensibilidad al precio: el 65% prefiere productos por debajo de $ 50
• Buscadores de descuento: 42% Use códigos promocionales

Consumidores del mercado internacional

Mercado global Alcance: 15 países con $ 423 millones de ingresos internacionales en 2023.

Región	Contribución de ingresos	Base de consumo
Europa	$ 127 millones	38% de las ventas internacionales
Asia Pacífico	$ 156 millones	47% de las ventas internacionales
América Latina	$ 140 millones	15% de las ventas internacionales

Kontoor Brands, Inc. (KTB) - Modelo de negocio: Estructura de costos

Adquisición de materia prima

A partir del informe anual de 2023, los costos de materia prima de Kontoor Brands para la producción de mezclilla y ropa fueron de $ 362.4 millones. La adquisición de algodón representaba aproximadamente el 65% de los gastos totales de materia prima.

Categoría de materia prima	Costo anual ($)	Porcentaje de total
Algodón	235,560,000	65%
Fibras sintéticas	84,560,000	23%
Otros materiales	42,280,000	12%

Gastos de fabricación y producción

Los gastos de fabricación totales en 2023 fueron de $ 478.6 millones, con componentes clave que incluyen:

• Costos laborales: $ 187.3 millones
• Sobre de fábrica: $ 142.5 millones
• Mantenimiento del equipo: $ 58.9 millones
• Control de calidad: $ 37.4 millones
• Energía y servicios públicos: $ 52.5 millones

Marketing y promoción de la marca

Los gastos de marketing para 2023 totalizaron $ 124.7 millones en varios canales:

Canal de marketing	Gasto ($)
Marketing digital	47,380,000
Publicidad tradicional	38,610,000
Patrocinios	22,890,000
Eventos promocionales	15,820,000

Distribución y logística

Los gastos de distribución en 2023 ascendieron a $ 215.3 millones, incluyendo:

• Costos de transporte: $ 98.7 millones
• Operaciones de almacén: $ 62.4 millones
• Embalaje: $ 34.5 millones
• Envío internacional: $ 19.7 millones

Inversiones de investigación y desarrollo

Las inversiones de I + D para 2023 fueron de $ 42.6 millones, centradas en:

Área de enfoque de I + D	Inversión ($)
Tecnologías de tela sostenibles	16,240,000
Innovación de diseño	12,780,000
Desarrollo de productos digitales	8,520,000
Ciencia material	5,060,000

Kontoor Brands, Inc. (KTB) - Modelo de negocios: flujos de ingresos

Ventas de ropa al por mayor

Para el año fiscal 2022, Kontoor Brands reportó ingresos mayoristas de $ 1.08 mil millones. Los canales mayoristas principales incluyen:

• Wrangler Brand Wholesale: $ 624 millones
• Lee Brand Wholesale: $ 456 millones

Canal al por mayor	Ingresos 2022	Porcentaje de ingresos totales
Wrangler al por mayor	$ 624 millones	57.8%
Lee al por mayor	$ 456 millones	42.2%

Ventas en línea directas al consumidor

Las ventas digitales directas al consumidor (DTC) para 2022 alcanzaron $ 352 millones, lo que representa el 24.6% de los ingresos totales de la compañía.

Ingresos del mercado internacional

Los ingresos internacionales para el año fiscal 2022 totalizaron $ 471 millones, con mercados clave que incluyen:

• Europa: $ 218 millones
• Asia Pacífico: $ 153 millones
• América Latina: $ 100 millones

Ingresos de licencia y extensión de marca

Los ingresos por licencias para 2022 fueron de aproximadamente $ 42 millones, derivados de asociaciones de marca y acuerdos de licencia.

Ventas de recolección de temporada

Estación	Ingresos 2022	Líneas clave de productos
Primavera/verano	$ 412 millones	Pantalones cortos, mezclilla ligera, ropa casual
Otoño/Invierno	$ 538 millones	Velan, mezclilla pesada, chaquetas

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.