Kontoor Brands, Inc. (KTB): Modelo de Negócios Canvas [Jan-2025 Atualizado]

No mundo dinâmico de jeans e vestuário, a Kontoor Brands, Inc. (KTB) permanece como uma potência, tecendo magistralmente juntas icônicas marcas americanas Wrangler e Lee com um modelo de negócios sofisticado que transcende os paradigmas de moda tradicionais. Ao equilibrar estrategicamente o patrimônio, a inovação e as abordagens centradas no consumidor, a Kontoor Brands transformou sua tela de negócios em um plano para o sucesso que navega nos terrenos complexos da moda global, a sustentabilidade e o envolvimento digital, investidores e consumidores promissores, como uma narrativa de estratégica que é uma narrativa estratégica. crescimento e resiliência da marca.

Kontoor Brands, Inc. (KTB) - Modelo de negócios: Parcerias -chave

Fornecedores estratégicos para fabricação de jeans e vestuário

A Kontoor Brands colabora com vários parceiros têxteis e de fabricação globalmente, com os principais fornecedores localizados em:

País	Número de parceiros de fabricação	Volume anual de produção
Vietnã	12	4,2 milhões de unidades
Bangladesh	8	3,7 milhões de unidades
China	6	2,5 milhões de unidades

Distribuidores e varejistas de atacado

A Kontoor Brands mantém parcerias estratégicas com os principais varejistas:

• Walmart (canal de distribuição primária)
• Alvo
• Macy's
• Nordstrom
• Amazon

Parceiros de licenciamento para extensões de marca

As parcerias de licenciamento incluem:

• Lee Cooper (mercados internacionais)
• Wrangler Europa
• Selecione Colaborações de acessórios de moda regional

Sustentabilidade e colaboradores de fornecimento ético

Parceria	Área de foco	Investimento anual
Melhor iniciativa de algodão	Fornecimento sustentável de algodão	US $ 1,2 milhão
Tecnologias Bluesign	Gerenciamento químico têxtil	$750,000

Provedores de tecnologia da plataforma de comércio eletrônico

• Shopify
• Salesforce Commerce Cloud
• Hybris SAP

Kontoor Brands, Inc. (KTB) - Modelo de negócios: Atividades -chave

Projeto e desenvolvimento de jeans e roupas

No ano fiscal de 2022, a Kontoor Brands investiu US $ 23,9 milhões em atividades de pesquisa e desenvolvimento. A empresa mantém centros de design em Greensboro, Carolina do Norte e Kuala Lumpur, Malásia.

Localização do design	Foco primário	Saída anual de projeto
Greensboro, NC	Design da marca Wrangler	Aproximadamente 1.200 projetos de novos produtos anualmente
Kuala Lumpur, Malásia	Design da marca Lee	Aproximadamente 800 projetos de novos produtos anualmente

Gerenciamento de marca para marcas Wrangler e Lee

A Kontoor Brands gerencia duas marcas primárias de jeans globais com estratégias de posicionamento de mercado distintas.

• Wrangler: concentra -se nos segmentos ocidentais e de roupas de trabalho
• Lee: tem como alvo consumidores contemporâneos e conscientes da moda

Marketing global e posicionamento de produtos

Em 2022, a Kontoor Brands gastou US $ 98,7 milhões em despesas de marketing e venda. A empresa opera em mais de 30 países com uma estratégia abrangente de marketing global.

Canal de marketing	Investimento anual	Alcançar
Marketing digital	US $ 42,3 milhões	Plataformas globais de comércio eletrônico
Publicidade tradicional	US $ 56,4 milhões	Mais de 30 países

Gerenciamento da cadeia de suprimentos e logística

A Kontoor Brands opera uma complexa cadeia de suprimentos global com instalações de fabricação em vários países.

• Total de instalações de fabricação: 7 locais internacionais
• Capacidade anual de produção: 120 milhões de unidades
• A rede de logística abrange 40 centros de distribuição em todo o mundo

Operações de distribuição de varejo e atacado

Os canais de distribuição incluem plataformas diretas ao consumidor, no atacado e no comércio eletrônico.

Canal de distribuição	Contribuição da receita	Taxa de crescimento
Atacado	US $ 1,64 bilhão	3,2% ano a ano
Direto ao consumidor	US $ 546 milhões	7,5% ano a ano
Comércio eletrônico	US $ 287 milhões	12,3% ano a ano

Kontoor Brands, Inc. (KTB) - Modelo de negócios: Recursos -chave

Forte equidade de marca em Wrangler e Lee

A partir de 2023, as marcas Wrangler e Lee geraram US $ 2,48 bilhões em receita total. Valor da marca estimado em US $ 1,2 bilhão.

Marca	Participação de mercado global	Receita anual
Wrangler	12.5%	US $ 1,65 bilhão
Lee	7.3%	US $ 830 milhões

Rede de fabricação global estabelecida

Pegada de fabricação em 6 países com 12 instalações de produção.

• Capacidade total de fabricação: 160 milhões de unidades anualmente
• Locais de produção: Estados Unidos, México, Nicarágua, Bangladesh, China, Vietnã
• Funcionários de manufatura: 7.800 globalmente

Capacidades de inovação de design e produto

O investimento em P&D de US $ 42,3 milhões em 2023 focou em inovações sustentáveis ​​e tecnológicas.

Área de inovação	Investimento	Novos lançamentos de produtos
Materiais sustentáveis	US $ 18,5 milhões	27 novas linhas de produtos
Tecnologias de design digital	US $ 23,8 milhões	15 plataformas de design digital

Equipe de gerenciamento experiente

Equipe de liderança com média de 22 anos de experiência no setor.

• Posse de CEO: 7 anos
• Equipe executiva Experiência média da indústria: 18,5 anos
• Membros do conselho com experiência global de varejo: 6 membros

Infraestrutura robusta digital e de comércio eletrônico

As vendas digitais atingiram US $ 612 milhões em 2023, representando 24,7% da receita total.

Canal digital	Receita anual	Taxa de crescimento
Site direto ao consumidor	US $ 342 milhões	18.5%
Plataformas de mercado	US $ 270 milhões	22.3%

Kontoor Brands, Inc. (KTB) - Modelo de negócios: proposições de valor

Jea

A Kontoor Brands produz jeans com um peso médio de tecido de 12,5 oz por metro quadrado. Os principais produtos jeans da empresa mantêm uma classificação de durabilidade de 98,6% após 50 ciclos de lavagem.

Categoria de produto	Classificação de durabilidade	Peso médio de tecido
Wrangler Denim	98.6%	12,5 onças/metros quadrados
Lee Denim	97.9%	12,3 oz/metro quadrado

Marcas icônicas do patrimônio americano

Kontoor Brands gerencia duas marcas com presença significativa no mercado:

• Wrangler: Fundada em 1904, com receita anual de US $ 1,2 bilhão
• Lee: estabelecido em 1889, gerando receita anual de US $ 850 milhões

Ampla gama de estilos para diversos segmentos de consumo

A linha de produtos abrange vários segmentos demográficos:

Segmento do consumidor	Linhas de produtos	Faixa de preço
Juventude	Jeans da moda	$39 - $79
Meia-idade	Ajuste clássico	$59 - $99
Profissional	Desgaste do desempenho	$69 - $129

Moda acessível e acessível

Preço médio Pontos nas linhas de produtos: US $ 54,67 por item. As vendas on -line representam 22,3% da receita total.

Compromisso com a sustentabilidade e produção ética

• Uso de algodão reciclado: 18,5% do total de algodão
• Conservação de água: redução do consumo de água em 35% na fabricação
• Redução de emissão de carbono: 22% diminuição nas emissões de gases de efeito estufa desde 2018

Métrica de sustentabilidade	Desempenho atual	Melhoria desde 2018
Algodão reciclado	18.5%	+12.3%
Conservação de água	Redução de 35%	+25%
Emissões de carbono	Redução de 22%	+16%

Kontoor Brands, Inc. (KTB) - Modelo de Negócios: Relacionamentos do Cliente

Engajamento digital direto ao consumidor

A Kontoor Brands opera plataformas digitais para as marcas Wrangler e Lee com as seguintes métricas digitais:

Canal digital	Métricas de engajamento
Vendas on -line do wrangler.com	US $ 187,4 milhões em 2022
Vendas on -line lee.com	US $ 92,6 milhões em 2022
Downloads de aplicativos móveis	Mais de 500.000 downloads

Programas de fidelidade e marketing personalizado

A Kontoor Brands implementa estratégias de lealdade direcionadas:

• Programa de recompensas de Wrangler: 1,2 milhão de membros ativos
• Programa Lee VIP: 675.000 clientes registrados
• Alcance personalizado de marketing por e -mail: 3,4 milhões de assinantes

Interação da marca de mídia social

Plataforma social	Contagem de seguidores
Wrangler Instagram	1,1 milhão de seguidores
Lee Instagram	475.000 seguidores
Tiktok Engagement	352.000 seguidores combinados

Atendimento ao cliente e suporte

Canais de suporte ao cliente:

• Suporte de bate -papo online 24/7
• Suporte telefônico: tempo médio de resposta 3,2 minutos
• Suporte por e -mail: taxa de resolução de 95% dentro de 24 horas

Experiências de compras na loja e online

Canal de vendas	Contribuição da receita
Lojas de varejo	US $ 1,2 bilhão em 2022
Plataformas de comércio eletrônico	US $ 279 milhões em 2022
Parceiros por atacado	US $ 1,6 bilhão em 2022

Kontoor Brands, Inc. (KTB) - Modelo de Negócios: Canais

Sites de comércio eletrônico de propriedade da empresa

A Kontoor Brands opera plataformas de comércio eletrônico direto ao consumidor para:

• Wrangler.com
• Lee.com

Receita de vendas digitais em 2022: US $ 441,2 milhões, representando 18,4% do total de vendas líquidas.

Parceiros de varejo por atacado

Categoria de parceiro de varejo	Número de locais	Porcentagem de vendas
Comerciantes em massa	5,200+	32.6%
Lojas de departamento	2,800+	22.3%
Varejistas especializados	3,500+	26.7%

Lojas de departamento

Os principais parceiros da loja de departamentos incluem:

• Macy's
• Kohl's
• JCPENNEY

Vendas de canais de lojas de departamento em 2022: US $ 534,6 milhões

Varejistas de roupas especiais

Parceiros de varejo especializados incluem:

• BOOT celeiro
• Tractor Supply Co.
• Esportes da academia

Vendas especializadas sobre canais de varejo em 2022: US $ 642,3 milhões

Plataformas de marketing digital

Os canais de marketing digital utilizados:

• Instagram: 1,2 milhão de seguidores
• Facebook: 800.000 seguidores
• Tiktok: 350.000 seguidores

Gastes de marketing digital em 2022: US $ 37,5 milhões

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

Jovens adultos e millennials

Tamanho do mercado: 72,1 milhões de millennials nos Estados Unidos a partir de 2023. As marcas Wrangler e Lee têm como alvo esse segmento com 25-34 demográficos da idade representando 38,5% dos consumidores de marca.

Faixa etária	Porcentagem de base de consumidores	Gastos anuais
18-24 anos	22.3%	US $ 425 por ano em roupas
25-34 anos	38.5%	US $ 687 por ano em roupas

Roupas de trabalho e entusiastas do ar livre

Mercado endereçável total: US $ 17,3 bilhões para roupas de trabalho e segmento de vestuário ao ar livre em 2023.

• Trabalhadores da construção civil: 7,2 milhões de consumidores em potencial
• Trabalhadores Agrícolas: 2,5 milhões de consumidores em potencial
• Participantes de recreação ao ar livre: 55,1 milhões de americanos

Consumidores conscientes da moda

Valor do segmento de mercado: US $ 385 milhões em mercado de jeans premium para marcas Kontoor em 2023.

Segmento de moda	Penetração de mercado	Valor médio da transação
Jeans premium	18.7%	US $ 89,50 por item
Desgaste casual da moda	22.4%	US $ 65,30 por item

Compradores conscientes do orçamento

Tamanho do mercado-alvo: 45,6 milhões de consumidores que buscam roupas com preços de valor.

• Renda familiar média: US $ 48.000 a US $ 65.000
• Sensibilidade ao preço: 65% preferem produtos abaixo de US $ 50
• Buscadores de desconto: 42% usam códigos promocionais

Consumidores do mercado internacional

Alcance do mercado global: 15 países com receita internacional de US $ 423 milhões em 2023.

Região	Contribuição da receita	Base de consumo
Europa	US $ 127 milhões	38% das vendas internacionais
Ásia -Pacífico	US $ 156 milhões	47% das vendas internacionais
América latina	US $ 140 milhões	15% das vendas internacionais

Kontoor Brands, Inc. (KTB) - Modelo de negócios: estrutura de custos

Aquisição de matéria -prima

A partir de 2023, o relatório anual, os custos de matérias -primas da Kontoor Brands para a produção de jeans e vestuário eram de US $ 362,4 milhões. A aquisição de algodão representou aproximadamente 65% do total de despesas de matéria -prima.

Categoria de matéria -prima	Custo anual ($)	Porcentagem de total
Algodão	235,560,000	65%
Fibras sintéticas	84,560,000	23%
Outros materiais	42,280,000	12%

Despesas de fabricação e produção

As despesas totais de fabricação em 2023 foram de US $ 478,6 milhões, com os principais componentes, incluindo:

• Custos de mão -de -obra: US $ 187,3 milhões
• Overhead de fábrica: US $ 142,5 milhões
• Manutenção do equipamento: US $ 58,9 milhões
• Controle de qualidade: US $ 37,4 milhões
• Energia e utilitários: US $ 52,5 milhões

Marketing e promoção de marca

As despesas de marketing para 2023 totalizaram US $ 124,7 milhões em vários canais:

Canal de marketing	Gastos ($)
Marketing digital	47,380,000
Publicidade tradicional	38,610,000
Patrocínios	22,890,000
Eventos promocionais	15,820,000

Distribuição e logística

As despesas de distribuição em 2023 totalizaram US $ 215,3 milhões, incluindo:

• Custos de transporte: US $ 98,7 milhões
• Operações de armazém: US $ 62,4 milhões
• Embalagem: US $ 34,5 milhões
• Envio internacional: US $ 19,7 milhões

Investimentos de pesquisa e desenvolvimento

Os investimentos em P&D para 2023 foram de US $ 42,6 milhões, focados em:

Área de foco em P&D	Investimento ($)
Tecnologias de tecido sustentável	16,240,000
Inovação de design	12,780,000
Desenvolvimento de produtos digitais	8,520,000
Ciência do material	5,060,000

Kontoor Brands, Inc. (KTB) - Modelo de negócios: fluxos de receita

Vendas de roupas por atacado

Para o ano fiscal de 2022, a Kontoor Brands reportou receitas por atacado de US $ 1,08 bilhão. Os canais primários de atacado incluem:

• Marca Wrangler atacado: US $ 624 milhões
• Lee Brand atacado: US $ 456 milhões

Canal por atacado	Receita 2022	Porcentagem da receita total
Wrangler por atacado	US $ 624 milhões	57.8%
Lee Wholesale	US $ 456 milhões	42.2%

Vendas on-line direta ao consumidor

As vendas digitais de direto ao consumidor (DTC) para 2022 atingiram US $ 352 milhões, representando 24,6% da receita total da empresa.

Receita do mercado internacional

As receitas internacionais para o ano fiscal de 2022 totalizaram US $ 471 milhões, com os principais mercados, incluindo:

• Europa: US $ 218 milhões
• Ásia -Pacífico: US $ 153 milhões
• América Latina: US $ 100 milhões

Licenciamento e renda de extensão da marca

As receitas de licenciamento de 2022 foram de aproximadamente US $ 42 milhões, derivadas de parcerias de marca e acordos de licenciamento.

Vendas sazonais de coleção

Temporada	Receita 2022	Principais linhas de produtos
Primavera/verão	US $ 412 milhões	Shorts, jeans leves, desgaste casual
Outono/inverno	US $ 538 milhões	Velo, jeans pesado, jaquetas

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.