Arc'teryx Veteran Joins Helly Hansen, Avon North America Sells for $6 Million

Quick Facts

C.J. King, former VP Global Commercial at Arc’teryx, joins Helly Hansen as head of North America Sport, effective Aug. 31.
LG H&H is selling Avon North America to investment firm Regent for approximately $6 million after investing roughly $390 million since 2019.
Regent already owns Avon International, acquired from Natura & Co. in January 2026, and plans to reunify the brand under one roof.

Kontoor Brands is betting an Arc’teryx insider can unlock the U.S. outdoor market for Helly Hansen. The company named C.J. King as head of Helly Hansen’s North America Sport business, with his start date set for Aug. 31.

King spent more than a decade at Arc’teryx, holding titles including VP North American Wholesale, VP/GM North America, and VP Global Commercial. Before Arc’teryx, he held senior roles at Smartwool, PEARL iZUMi, and The North Face. He will report to Børre Hegbom, Senior Vice President and Global Head of Helly Hansen.

Hegbom said King brings “a proven ability to lead high-performing commercial organizations” and credited his experience translating “premium brand strength into sustainable growth.” Wells Fargo analysts, led by Ike Boruchow, said the hire gives “greater credibility to the U.S. growth story” and that King’s background draws direct parallels to Helly Hansen’s current positioning as it works to expand in an underpenetrated American market.

The U.S. is the world’s largest outdoor market, and Helly Hansen has room to grow there. Kontoor expects Helly Hansen to generate more than $680 million in revenue and $80 million in adjusted EBITDA for full year 2025, the first full year under its ownership. Kontoor completed the acquisition of Helly Hansen and the Musto brand on May 31, 2025, paying CAD $1.3 billion, or roughly $957.5 million U.S., funded by debt and cash on hand. Canadian Tire had owned Helly Hansen since 2018.

King’s former employer shows what is possible. Arc’teryx parent Amer Sports reported that its Technical Apparel division grew revenue 32% to $674 million in the second quarter of 2026. Arc’teryx is also entering Dick’s Sporting Goods this fall, placing the brand in 15 House of Sport locations through shop-in-shop formats.

Kontoor faces real pressure, though. Tariff increases on imports compressed 2025 gross margins, and retailers have kept inventory lean amid inconsistent consumer demand. The company is responding with supply chain shifts, pricing adjustments, and supplier initiatives.

Avon Sells for a Fraction of Its Cost

In a separate deal announced Aug. 24, LG H&H agreed to sell Avon North America to Regent, the investment firm founded by Michael A. Reinstein, for approximately $6 million. The transaction is expected to close Sept. 1, 2026.

The sale price reflects a painful exit. LG H&H paid roughly $125 million for Avon North America in 2019 and subsequently put in another $265 million to fund operations, repay debt, and sustain a unit that has lost money every year since 2021. Total investment: approximately $390 million.

Regent is already familiar with the brand. The firm acquired Avon International from Natura & Co. in January 2026, and the purchase of North America would reunite the two halves of the 140-year-old direct sales brand under one owner.

Reinstein said America is “central to where Avon goes next” and that consolidating ownership gives the brand “a shared strategy and a stronger foundation for growth.” Lisa Siders, currently COO of Avon International and Regent’s operating partner for the brand, will become CEO of the combined Avon business upon closing. She succeeds Kristof Neirynck.

For LG H&H, the sale is part of a broader portfolio review as the South Korean conglomerate sharpens its focus on core K-beauty and wellness brands. The Avon write-down stands as one of the more costly misses in recent beauty M&A history.