US fashion group Kontoor Brands, Inc. has appointed Børre Hegbom as senior vice president and global head of outerwear brand Helly Hansen.
Hegbom will be responsible for executing the strategic plan to drive global growth of the Helly Hansen business. He will lead the sports and workwear categories and report directly to Kontoor CEO Scott Baxter.
He brings with him more than two decades of experience at Helly Hansen. Most recently, he served as managing director of sports, where he drove significant growth in the category. Baxter explained that Hegbom’s “proven track record” and “deep understanding” of the Helly Hansen brand make him the ideal leader. He is the right person to accelerate the investment roadmap for the brand.
Baxter added that significant opportunities lie ahead with Kontoor’s global platforms supporting the brand. This includes expansion in the US market, the development of new sales channels and product and category innovations.
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