Canadian Tire's Strategic Shift: Selling Helly Hansen to Kontoor Brands for C$1.28 Billion

Canadian Tire Corporation, Limited (CTC) has announced its intention to sell the iconic outdoor clothing and gear brand, Helly Hansen, to Kontoor Brands, Inc. (KTB) for a total gross proceeds of C$1.28 billion. This strategic move reflects CTC's increasing focus on its Canadian retail portfolio and unlocking value for shareholders. Let's delve into the details of this transaction and its implications for both CTC and KTB.



CTC's strategic shift towards Canadian retail
CTC's decision to sell Helly Hansen is part of its ongoing strategy to concentrate on its core Canadian retail businesses, including Canadian Tire, SportChek, and Mark's. By divesting the global outdoor brand, CTC aims to allocate resources more effectively to drive growth and customer experience within its Canadian retail portfolio. This strategic focus is expected to create additional flexibility for CTC to address market uncertainty and invest in its core businesses.

Unlocking value for shareholders
The sale of Helly Hansen to KTB is expected to generate significant value for CTC shareholders. The transaction price of C$1.28 billion represents a multiple of approximately 14.4x 2024 adjusted EBITDA and 1.67x 2024 revenue, indicating a premium valuation compared to industry averages. CTC plans to deploy the proceeds from the sale to a combination of debt reduction, share repurchases, and investments in its core Canadian retail business. This balanced approach aligns with CTC's past practice and is expected to create long-term value for shareholders.

Potential synergies and growth opportunities for Kontoor Brands
The acquisition of Helly Hansen presents Kontoor Brands with several synergies and growth opportunities. By integrating Helly Hansen into its portfolio, KTB can expect to:

1. Expand its category and geographic footprint: Helly Hansen's global presence in the outdoor and workwear categories complements KTB's existing brands, Wrangler and Lee, allowing for category and geographic expansion.
2. Access an affluent, active, and younger consumer base: The acquisition provides access to an affluent, active, and younger consumer base, further diversifying KTB's consumer footprint.
3. Leverage operational synergies: Kontoor can leverage its global, multi-brand operating platform to improve Helly Hansen's profitability and net working capital management, potentially doubling Helly Hansen's operating margin over time.
4. Reduce financial leverage: Kontoor expects to fund the transaction through a combination of excess cash on hand and new debt financing, with net leverage expected to be less than 3x trailing twelve months' pro forma adjusted EBITDA at the transaction close date.



In conclusion, CTC's decision to sell Helly Hansen to Kontoor Brands for C$1.28 billion aligns with its long-term investment strategy and focus on its Canadian retail portfolio. The transaction unlocks value for CTC shareholders and presents Kontoor Brands with significant synergies and growth opportunities. As both companies navigate the market uncertainty and shifting consumer preferences, this strategic move positions them for long-term success.