Kontoor Brands is reorganizing Wrangler to operate its women's and men's businesses separately as it sharpens focus on the denim brand after shedding Lee. CEO Scott Baxter said the move gives the men's business autonomy while accelerating investment in women's, which accounts for 10 percent of Wrangler revenue despite women comprising over half of the U.S. denim market. Wrangler global revenue rose about 3 percent in the first half of 2026, driven by women's, direct-to-consumer, and non-denim categories, while its Western business posted low-double-digit growth. The company appointed Jamie Fason as VP and general manager of Wrangler Female and is investing in product development, design, merchandising, and marketing. Wrangler also secured two Texas retail locations slated to open in early 2027 as it builds a full-price store fleet in its heartland.
Kontoor Brands IncReorganization to fuel growth, with women's and non-denim categories driving revenue growth.
