Helly Hansen Expected to Double Sales Over Next Five Years

September 2, 2026

Helly Hansen’s parent company, Kontoor Brands, says it expects the Norwegian outdoor label to more than double its sales over the next five years, targeting over $1.1 billion in annual revenue by 2030 from a $675 million pro‑forma base in fiscal 2025 (about a 10% compound annual growth rate).kontoorbrands+4

The plan is anchored on three pillars: aggressively expanding in the U.S. (which Kontoor says will drive roughly 60% of growth and build the U.S. sport + workwear business to at least $500 million), extending Helly Hansen beyond ski and sailing into year‑round technical outdoor (trail running, hiking, climbing), and scaling its European workwear business into North America. To support this, Helly Hansen intends to double marketing spend by 2030, shift toward more brand‑led campaigns, selectively grow wholesale, and double its e‑commerce sales while positioning its site as a premium, full‑price destination. SGB