Wrangler partners with Genesco for new footwear licensing deal

GREENSBORO, N.C. - Denim brand Wrangler and footwear retailer Genesco Inc. (NYSE:GCO) have signed a multi-year licensing agreement that will allow Genesco to design, source and market footwear under the Wrangler brand, according to a press release statement issued Tuesday. Wrangler’s parent company, Kontoor Brands (NYSE:KTB), currently valued at $3.7 billion, has shown strong financial performance with a perfect Piotroski Score of 9, according to InvestingPro data.

The agreement covers men’s, women’s and children’s footwear, with the first collection expected to launch in Fall 2026. The partnership aims to expand Wrangler’s presence in the footwear market while adding to Genesco’s portfolio of licensed brands.

Genesco, which operates more than 1,250 retail stores and has a portfolio of owned and licensed lifestyle brands, will develop footwear that includes classic Wrangler-inspired designs and trend-driven styles.

"This licensing agreement represents a promising opportunity to introduce Wrangler footwear to a wide audience," said Steve Armus, Vice President of Licensing and Collaborations at Wrangler.

Rick Higgins, President of Genesco Brands Group, stated that the company plans to build a footwear collection that includes everyday workwear, casual lifestyle, and Western-inspired silhouettes.

Wrangler is owned by Kontoor Brands (NYSE:KTB) and has been in operation for 75 years. Genesco’s existing retail brands include Journeys, Little Burgundy, Schuh, and Johnston & Murphy, while its licensed brands portfolio includes Dockers, Starter, and PONY.

The financial terms of the licensing agreement were not disclosed in the announcement.

In other recent news, Kontoor Brands has completed its acquisition of Helly Hansen, a move anticipated to diversify its portfolio and strengthen its presence in the outdoor and workwear markets. The acquisition is expected to positively impact Kontoor’s revenue, adjusted earnings per share, and cash flow for the fiscal year 2025. Wells Fargo has maintained an Overweight rating on Kontoor Brands, despite expecting a reduction in the company’s full-year earnings guidance due to tariff pressures, with the fiscal year earnings per share guidance anticipated to be adjusted to $5.20-$5.30. Goldman Sachs has reinstated coverage on Kontoor Brands with a Buy rating and an $85.00 price target, citing the Helly Hansen acquisition as a strategic move to enhance market presence. Stifel analysts have maintained a Hold rating with a $72 price target, reflecting the potential impact of Helly Hansen on Kontoor’s financial statements. Barclays has increased its price target for Kontoor Brands to $86.00, maintaining an Overweight rating due to the company’s effective navigation of tariff challenges and strategic initiatives. These recent developments indicate a strategic focus on expanding Kontoor Brands’ market presence and overcoming tariff-related challenges.

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