Kontoor Brands, the parent company of Wrangler and Lee, celebrated its fifth anniversary by ringing the opening bell at the New York Stock Exchange (NYSE) on Monday.
Scott Baxter, Kontoor Brands president and CEO, and several members of the Kontoor team took part in the ceremony. The company began trading on the NYSE under the stock symbol “KTB” on May 23, 2019 after being spun off from VF Corporation.
Momentum for both brands has been building since the transition, thanks in part to designer collaborations and new product categories.
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Lee recently launched a men’s golf collection that utilizes fabrics from its popular performance-stretch casual apparel. The heritage brand has also partnered with designer Angel Chen, Alife and The Hundreds. Lee has also explored its own archive for inspiration, launching collections that are based on ’80s silhouettes and products featuring its iconic Buddy Lee mascot.
From Staud to Yellowstone, Wrangler has launched more than 50 strategic partnerships, collaborations and brand activations. A collection with Barbie last year was the brand’s fastest selling, signaling more opportunities in the women’s category. In 2024, Wrangler will launch a signature collection with Grammy Award-winning country music star Lainey Wilson.
The brand is also achieving broader category diversification in non-denim bottoms, outdoor and T-shirts. Kontoor said these categories accounted for 48 percent of Wrangler’s global revenue in Q2 2023.
