Kontoor Brands plans to expand operations by increasing investments in Wrangler and Lee, focusing on the China market and growing digital business. As per a Women’s Wear Daily report, the company has made certain critical investments in Europe and Asia. It launched the Wrangler brand in China in December last year. The company also aims to strengthen its Lee brand in the country besides expanding its digital offerings. Another plan includes growing its digital business from 5 per cent of revenues in 2020 to 10 per cent by 2023.

The company also plans to expand category offerings in outdoor and fishing apparel, graphic T-shirts, women’s apparel and hybrid work and casualwear which is likely to be a feature of customers’ eventual post-COVID-19 wardrobe. An American clothing company, Kontoor Brands was a spin off from the V F Corporation in May 2019. The company sells denim under the Lee, Wrangler and Rock & Republic brand names. It also operates the VF Outlet chain of factory outlet stores.