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Kontoor Brands Sells Lee Jeans Brand Amid Strategic Shift Focus

May 8, 2026
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Retail Dive
Kontoor Brands Sells Lee Jeans Brand Amid Strategic Shift Focus

Story Summary

Kontoor Brands announced plans to sell Lee jeans, citing consumer research showing the brand falls outside its strategic focus. This move allows the company to concentrate resources on Wrangler and Helly Hansen, with proceeds intended for share buybacks and debt reduction. Analysts expressed surprise given Lee's recent turnaround progress, though Kontoor remains confident in securing a buyer this year.

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