Kontoor Brands, Inc., the VF Corp. spin-off that is the parent of the Helly Hansen, Lee and Wrangler brands, has appointed Børre Hegbom as senior vice president and global head of Helly Hansen, effective immediately.
Hegbom is expected to lead the execution of the company’s strategic growth plan across the Helly Hansen business, with responsibility for Sport and Workwear globally. As a member of the executive leadership team, Hegbom will report to Scott Baxter, president, CEO and chairman of the Board of Directors of Kontoor Brands.
“Børre’s proven track record of driving profitable growth and his deep understanding of what drives consumer demand for the Helly Hansen brand make him the ideal leader for this role,” commented Baxter. “His appointment accelerates our ability to execute against the investment roadmap we’ve developed for Helly Hansen.”
Hegbom brings over two decades of experience with Helly Hansen to the position, gained through roles of increasing responsibility. Most recently, he served as managing director, Sport. During his tenure, he reportedly led significant growth in the Sport category and is credited with helping solidify Helly Hansen as a “rising force” in the outdoor and performance apparel market, according to a media release. Prior to Helly, Hegbom served in several roles at Nike Norway after starting as a sales rep for Champion Group Europe.
“With Kontoor’s global platforms and capabilities now behind the brand, we have significant opportunities ahead, from U.S. market expansion and unlocking new distribution channels to product innovation and category expansion. I look forward to partnering with Børre to capitalize on the strong momentum behind the brand as we work to accelerate growth and deliver long-term value for our shareholders,” added Baxter.
Images courtesy Helly Hansen/Kontoor Brands, LinkedIn
