Kontoor Brands has announced the promotion of Børre Hegbom to the position of Senior Vice President, Global Head of Helly Hansen, with immediate effect.
Hegbom has been associated with Helly Hansen for over two decades, holding various leadership roles during his tenure. Most recently, he served as Managing Director for the brand’s Sport division. In his new capacity, he will oversee the implementation of Helly Hansen’s global strategic plan, focusing on growth across both the Sport and Workwear segments. He will also join Kontoor’s executive leadership team and report directly to Scott Baxter, President, Chief Executive Officer, and Chairman of the Board of Directors at Kontoor Brands.
Baxter said Hegbom’s extensive experience and understanding of consumer dynamics made him well suited to lead Helly Hansen’s next phase of development. He added that the appointment is expected to strengthen the company’s ability to advance its investment strategy for the brand, particularly in areas such as market expansion, new distribution opportunities, product innovation, and category diversification.
Kontoor Brands, headquartered in Greensboro, North Carolina, owns and manages a portfolio that includes Helly Hansen, Lee, and Wrangler. The company focuses on developing globally recognised apparel brands with an emphasis on long-term growth and shareholder value.
