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Leadership appointment at Helly Hansen

06/11/2025
Parent group Kontoor Brands has named Børre Hegbom as the new global head of Helly Hansen. It completed the acquisition of the Norwegian outdoor brand in June.

Mr Hegbom has worked at Helly Hansen for more than two decades and was most recently managing director of the brand’s sports category. He has also been the brand’s global sales director.

Following the Kontoor Brands acquisition, Carrie Ask stayed as chief executive of the Oslo-based brand until August.

Kontoor chief executive, Scott Baxter, said Børre Hegbom had “deep understanding” of what consumers want from Helly Hansen and was the ideal person to take up leadership of the brand.

Mr Baxter added that the “investment roadmap” Kontoor Brands has developed for Helly Hansen includes an increased presence in the US market, new distribution channels, product innovation and category expansion.

 

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