Rendle said Kontoor Brands is a "compelling" company name that will preserve each brand’s unique identity

Rendle said Kontoor Brands is a "compelling" company name that will preserve each brand’s unique identity

US apparel giant VF Corp is to name its jeanswear business Kontoor Brands Inc following the planned spin-off of the unit next year.

The separation is expected to be completed in the first half of 2019, and the new independent, publicly traded company will comprise the Wrangler, Lee and Rock & Republic brands, and the VF Outlet business.

Plans were announced in August to separate the group's denim and outlet businesses in a move to allow VF Corp to sharpen its focus as a global clothing and footwear powerhouse focused on brands such as The North Face, Timberland and Vans.

"This is an exciting next step in our work to establish our jeanswear organisation as an independent, publicly traded company. Kontoor Brands – a creative variation of the word 'contour' – is a compelling company name that will preserve each brand's unique identity while also providing the opportunity to evolve the company in the years ahead," says VF Corp CEO Steve Rendle.

Meanwhile, Scott Baxter, CEO of Kontoor Brands, says the name "was inspired by the idea of a perfect fit, which speaks to the rich legacy and storied history of our brands. This name establishes a strong foundation for our future growth as a global leader in the denim and apparel categories, and I'm excited about the opportunities that lie ahead for Kontoor Brands as an independent, publicly traded company."

Last month, VF named historic Revolution Mill in Greensboro, North Carolina, as the future home for select functions of its jeanswear business, including aspects of merchandising, design, and product development and innovation. About 125 US Kontoor employees will move into space from March 2019. 

Meanwhile, in an announcement earlier this week, VF said it has launched a new business hub in London to strengthen trade relationships and fuel growth in the UK market.