Kontoor Brands names Børre Hegbom global head of Helly Hansen

Kontoor Brands announced on Thursday the promotion of Børre Hegbom to the role of senior vice president, global head of Helly Hansen, effective immediately.

Reporting to Scott Baxter, president, chief executive officer and chairman of the board of directors of Kontoor Brands, Hegbom will lead the Helly Hansen business, with responsibility for sport and workwear globally. 

With more than two decades of experience at Helly Hansen, the executive most recently served as managing director, sport, at the Norwegian brand.

“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,” said Baxter.

“His appointment accelerates our ability to execute against the investment roadmap we’ve developed for Helly Hansen.”

Kontoor Brands, which also the Lee and Wrangler denim brands, acquired Helly Hansen in February, marking its move into the outdoorwear segment.

“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.