Kontoor Brands is putting its CFO in charge of Helly Hansen — a signal that financial discipline and operational integration are now the top priorities for the outdoor brand’s growth phase.
Kontoor Brands has placed Helly Hansen under the oversight of its Chief Financial Officer, shifting day-to-day leadership of the outdoor brand to a finance and operations executive.
In a statement released on April 8, the North Carolina-based company said Joseph Alkire, CFO and Global Head of Operations, will assume global leadership responsibilities for Helly Hansen with immediate effect. Børre Hegbom, Senior Vice President and Global Head of Helly Hansen, remains in his role and will continue to run the brand in partnership with Alkire.
CFO takes a bigger role post-acquisition
The move comes as Kontoor shifts from deal-making to integration after completing its acquisition of the Norwegian brand, with a sharper focus on execution, cost control, and operational coordination. By placing Helly Hansen under CFO oversight, the company aims to tighten control of investment, margins, and integration across the group, while bringing the outdoor and workwear business closer to group-level reporting and planning.
Background
Kontoor Brands acquired Helly Hansen, the Norwegian outdoor and workwear brand, in a transaction completed in late 2024. Helly Hansen was founded in 1877 and is known for technical outerwear and sailing gear, sold in more than 60 countries. Joseph Alkire joined Kontoor Brands as CFO and has also served as Global Head of Operations. Børre Hegbom serves as SVP and Global Head of Helly Hansen, a role retained under the new reporting structure.
