Mission Statement, Vision, & Core Values of Kontoor Brands, Inc. (KTB)

What drives a company that generated $2.61 billion in revenue in 2024 and expects revenue between $2.63 billion and $2.69 billion in 2025? Have you ever wondered about the guiding principles behind Kontoor Brands Inc. (KTB), the global lifestyle apparel company with iconic brands like Wrangler and Lee? Exploring their mission, vision, and core values provides insight into the soul of the organization.

What exactly is the purpose, mission, and values of Kontoor Brands? How do these elements influence their strategic decisions and daily operations? Read on to discover how these principles shape their identity and contribute to their goals.

Kontoor Brands, Inc. (KTB) An Overview of

Kontoor Brands, Inc. (KTB) designs, markets, and distributes a range of apparel, including jeanswear, and other clothing under brands like Wrangler and Lee. With a history rooted in denim manufacturing, the company focuses on delivering high-quality, durable products to a global consumer base. As of April 2025, Kontoor Brands continues to evolve its product lines and distribution strategies to meet changing market demands.

In fiscal year 2024, Kontoor Brands showcased robust financial performance. The company reported revenue of $2.64 billion. Wrangler brand global revenue increased 1% compared to the prior year to $1.6 billion, driven by continued strength in the U.S. Lee brand global revenue decreased 9% compared to the prior year to $891 million.

Here are some key highlights from their financial reports:

• Revenue: Total revenue reached $673 million, a decrease of 3%.
• Gross Margin: Reported gross margin was 47.8%.
• Operating Income: Operating income was reported at $63 million.
• Earnings Per Share (EPS): Diluted EPS was $0.78.

Kontoor Brands stands as a prominent player in the apparel industry, recognized for its iconic denim brands and commitment to quality. Want to understand why Kontoor Brands has maintained its position as a leader? Find out more here: Exploring Kontoor Brands, Inc. (KTB) Investor Profile: Who’s Buying and Why?

Kontoor Brands, Inc. (KTB) Mission Statement

Kontoor Brands, Inc. is a global lifestyle apparel company with a portfolio led by the iconic Wrangler and Lee brands. The company designs, manufactures, and distributes high-quality products, offering people worldwide the freedom and confidence to express themselves. The company's mission is to be the most trusted, authentic, and sustainable Jeanswear brand in the world.

Kontoor Brands' strategic vision allows it to maintain a sharp focus on driving brand growth and delivering long-term value to its stakeholders, including consumers, customers, shareholders, suppliers, and the communities where it operates. This vision is supported by several growth enablers:

• Elevate Design: Creating superior products that justify higher prices.
• Create Demand: Enhancing brand engagement and achieving a higher return on investment (ROI).
• Innovate for Impact: Developing a robust pipeline of enhancements for products, experiences, and processes.
• Harness our Advantaged Supply Chain: Ensuring speed, quality, scale, and agility through owned and sourced operations.
• Be a Leader in Sustainability: Making a meaningful impact on the Planet, Product, and People.
• Cultivate our Talent & Culture: Fostering a purpose-led, authentic, high-performance, inclusive, and diverse environment.

Kontoor Brands is built on a foundation of trust that ignites its entrepreneurial spirit and shapes its future. The company is sharply focused on driving brand growth and delivering long-term value to its stakeholders while ensuring a positive impact on the world.

Kontoor Brands' approach to sustainable business activities is founded on a commitment to being a purposeful business, balancing financial success with the needs of the communities it serves and the planet it shares.

Kontoor Brands emphasizes protecting the environment, sourcing products and materials from companies that share its values, and operating with the highest standards of ethics and transparency. Kontoor Brands, Inc. (KTB): History, Ownership, Mission, How It Works & Makes Money

Kontoor Brands values the voices of its internal and external stakeholders. Through regular dialogue with its global group of diverse stakeholders, the company can maximize its impact and better align its business to social and environmental needs.

Kontoor Brands' commitment to sustainability is also reflected in its efforts to improve water conservation. The company aims to apply lessons learned and best practices transparently so that others can bring these innovations to life in their own manufacturing operations.

Kontoor Brands' purpose is to inspire people to live with passion and confidence. The company's mission is to grow its iconic brands through innovation, design, and sustainable performance to excite more and more consumers.

Kontoor Brands' core values define who they are:

• We Are Kontoor: Embracing unique differences, understanding, challenging, believing in, and learning from each other.
• We Win Together: Having a passion to win, setting ambitious goals, consistently delivering, and celebrating success.
• We Do the Right Thing: Standing for each other, consumers, customers, partners, shareholders, community, and planet, earning the respect of others by doing what's right, even when it's hard.

These values serve as Kontoor Brands' north star, guiding the company on a journey to make a positive impact on the world.

Kontoor Brands envisions everyone wearing Lee and Wrangler as a symbol of self-expression, freedom, and authentic living.

Kontoor Brands is focused on leveraging its global platform to drive brand growth and deliver long-term value for all of its stakeholders, including consumers, customers, shareholders, and suppliers.

Kontoor Brands is committed to aggressively growing its direct-to-consumer distribution and further expanding its global footprint, allowing it to engage with more consumers in more places.

Kontoor Brands is driven to deliver consistent and reliable shareholder returns through great execution and an efficient operating model, underpinned by strong margins and cash flow.

Kontoor Brands closely manages its supply chain and distribution and directly owns one-third of its manufacturing operations.

Kontoor Brands was formed in 2019 as a spin-off from VF Corporation, with a vision to focus solely on its denim brands, including Wrangler and Lee.

Kontoor Brands operates as an independent, publicly traded company on the New York Stock Exchange under the ticker symbol KTB.

Kontoor Brands believes good governance is integral to achieving its sustainability goals and driving shareholder value.

Kontoor Brands focuses on Planet, Product, People – key areas that align with its business strategy and where it can have the greatest potential for impact.

Kontoor Brands has a rich history that dates back to its founding in 1899.

Kontoor Brands, Inc. (KTB) Vision Statement

Kontoor Brands, Inc. is a global lifestyle apparel company that owns and operates two of the world’s most iconic denim brands: Wrangler® and Lee®. As of April 2025, understanding Kontoor Brands' vision requires examining its strategic goals and operational priorities. While a specific, formally declared 'vision statement' might not be publicly highlighted in the same way as some other companies, insights into their vision can be gleaned from their corporate documents, investor presentations, and strategic communications. For a deeper dive into the company's background, explore Kontoor Brands, Inc. (KTB): History, Ownership, Mission, How It Works & Makes Money.

Here's an analysis based on available information:

Strategic Growth and Market Leadership

Kontoor Brands aims to achieve sustainable growth and maintain a leading position in the global denim market. This involves several key strategies:

• Expanding its core brands, Wrangler® and Lee®, through product innovation and market penetration.
• Focusing on key geographies and demographics to drive sales and brand relevance.
• Enhancing its e-commerce capabilities to meet the evolving needs of consumers.

Financial Performance and Shareholder Value

A core element of Kontoor Brands' vision is to deliver strong financial performance and create value for its shareholders. This includes:

• Achieving consistent revenue growth and profitability. In 2024, Kontoor Brands reported revenue of $2.59 billion.
• Maintaining a strong balance sheet and efficient capital allocation.
• Returning capital to shareholders through dividends and share repurchases. In 2024, the company returned $134 million to shareholders through dividends and share repurchases.

Innovation and Sustainability

Kontoor Brands is committed to innovation and sustainability, recognizing their importance in long-term success:

• Investing in research and development to create innovative products that meet consumer needs and preferences.
• Implementing sustainable practices throughout its supply chain to reduce environmental impact.
• Promoting ethical sourcing and responsible manufacturing.

Operational Excellence

Achieving operational excellence is vital to Kontoor Brands' vision. This involves:

• Optimizing its supply chain to improve efficiency and reduce costs.
• Leveraging technology to enhance productivity and streamline processes.
• Investing in its workforce to foster a culture of continuous improvement and innovation.

Kontoor Brands' focus on strategic growth, financial performance, innovation, sustainability, and operational excellence collectively shapes its overarching vision. The company's commitment to these areas aims to ensure its continued success and relevance in the global apparel market.

Kontoor Brands, Inc. (KTB) Core Values of

At Kontoor Brands, a commitment to specific core values drives their operations and shapes their interactions with stakeholders. These values reflect the company's dedication to integrity, sustainability, and innovation. Understanding these principles provides insight into how Kontoor Brands aims to achieve its business objectives while maintaining a responsible and ethical approach.

Here are the core values of Kontoor Brands, Inc.:

• We Value People: Kontoor Brands prioritizes its employees, customers, and communities.
• We Are Consumer-Focused: The needs and preferences of consumers guide the company's decisions.
• We Are Driven: A strong drive for results and continuous improvement characterizes the company culture.
• We Act with Integrity: Ethical behavior and transparency are fundamental to how Kontoor Brands operates.
• We Are Sustainable: Kontoor Brands is committed to environmentally and socially responsible practices.

More insights about Kontoor Brands can be found here: Kontoor Brands, Inc. (KTB): History, Ownership, Mission, How It Works & Makes Money

We Value People

Kontoor Brands emphasizes the importance of its people, including employees, customers, and the communities it serves. This value translates into various initiatives aimed at fostering a positive and inclusive environment. For employees, this includes providing opportunities for professional development, promoting diversity and inclusion, and ensuring fair labor practices. The company also focuses on building strong relationships with its customers by delivering high-quality products and exceptional service. Community engagement is another key aspect, with Kontoor Brands supporting local initiatives and contributing to the well-being of the areas where it operates.

We Are Consumer-Focused

A consumer-centric approach is integral to Kontoor Brands' strategy. The company continuously seeks to understand and anticipate consumer needs and preferences. This involves conducting market research, gathering customer feedback, and analyzing trends to inform product development and marketing efforts. By placing the consumer at the heart of its operations, Kontoor Brands aims to deliver products that resonate with its target audience and build lasting brand loyalty. For example, understanding the evolving preferences for sustainable apparel, Kontoor Brands has invested in eco-friendly materials and production processes to meet consumer demand.

We Are Driven

Kontoor Brands fosters a culture of ambition and achievement. This 'driven' value encourages employees to strive for excellence, set ambitious goals, and continuously improve their performance. The company promotes a results-oriented environment where innovation and creativity are encouraged. This drive is reflected in Kontoor Brands' commitment to operational efficiency, strategic investments in growth areas, and a focus on delivering strong financial results. The company's focus on innovation is evident in its development of new technologies and designs that enhance the functionality and appeal of its products.

We Act with Integrity

Integrity is a cornerstone of Kontoor Brands' corporate culture. The company is committed to conducting business ethically and transparently in all its operations. This includes adhering to the highest standards of corporate governance, complying with all applicable laws and regulations, and maintaining open and honest communication with stakeholders. Kontoor Brands also emphasizes the importance of ethical sourcing and responsible manufacturing practices throughout its supply chain. The company's commitment to integrity is reflected in its code of conduct, which outlines the expected behavior of all employees and business partners.

We Are Sustainable

Sustainability is a core value that guides Kontoor Brands' environmental and social responsibility efforts. The company is committed to minimizing its environmental impact through initiatives such as reducing water consumption, using sustainable materials, and promoting energy efficiency. Kontoor Brands also focuses on social responsibility by ensuring fair labor practices, supporting community development, and promoting diversity and inclusion. The company's sustainability initiatives are aligned with global sustainability goals and are integrated into its business strategy. For example, Kontoor Brands has set targets for reducing its carbon footprint and increasing the use of recycled materials in its products. In fiscal year 2024, Kontoor Brands continued to advance its sustainability agenda. The company reported reducing its greenhouse gas emissions by more than 10% compared to the 2020 baseline, and over 50% of its products now incorporate sustainable materials. Additionally, water usage in its manufacturing processes decreased by approximately 8% due to investments in water-saving technologies.