Hanesbrands, Inc.

Sector: Apparel and footwear Countries of operation: Australia, China, Japan, Korea, the UK, the US and approximately 35 other countries in the Americas, Asia Pacific, Australasia and Europe Key product categories: Accessories and apparel Annual Metrics [caption id="attachment_147238" align="aligncenter" width="700"] Fiscal year ends on January 1 of the following year
*Trailing 12 months ended on April 2, 2022[/caption]   Summary Hanesbrands is a US apparel company founded in 1901 and headquartered in Winston-Salem, North Carolina. It manufactures, markets and sells activewear, bras, shapewear, socks, tops and underwear, under various brands, including Champion, Gear for Sports, Hanes, Playtex and Wonderbra. The company operates across three segments: Activewear, Innerwear and International. According to the company, more than 70% of its apparel goods are manufactured in company-owned facilities. As of January 2, 2021, Hanesbrands owns and leases properties in over 40 countries, including 45 distribution centers, 39 manufacturing facilities (most of which are strategically located in Asia, the Caribbean Basin and Central America) and 1,002 stores. As of the same date, it employs approximately 61,000 employees, around 7,000 of whom are in the US. Company Analysis Coresight Research insight: Hanesbrands’ current growth strategy is based on its “Full Potential” principle, aimed at leveraging its brand superiority, e-commerce momentum and channel mix to produce high-quality products. While other apparel retailers and brands have deeper online roots and digital penetration, including Levi’s, NIKE and PVH Corp., Hanesbrands is effectively expanding its digital capabilities to try to capture a share of online growth amid the Covid-19 pandemic. As of February 10, 2021, the company’s e-commerce penetration has grown to around 21% globally.

Tailwinds	Headwinds
Global revenue growth momentum in the Champion brand, as well as the growth in Bonds and Bras N Things in Australia, particularly online Sales growth opportunities as the pandemic spurred the trend toward casualization in US apparel	The growth of private-label apparel brands in the US Competition from other brands (generally brands that integrate pop culture and lifestyle elements, such as Supreme), particularly among millennial consumers Broad-based inflationary pressures that drive manufacturing and transportation costs Lingering effects from the pandemic, including global-wide supply chain disruptions

  Strategy In February 2022, Hanesbrands re-iterated its multi-year “Full Potential” growth strategy, which focuses on four key areas: 1. Grow the Champion brand globally

• Leverage global design centers to create innovative Champion products.
• Expand categories, with a greater focus on women’s and kids, as well as layered outwear and casual athletic footwear.
• Expand the presence of Champion in China through partnerships—use an integrated front-end strategy, stand-alone stores and online.

2. Drive Innerwear growth with products and brands targeted to younger consumers

• Shift the Innerwear portfolio demographic to younger consumers. Fuel the growth of Bonds and Bras N Things brands in Australia, particularly through direct-to-consumer (DTC) channels.

3. Build e-commerce excellence across channels

• Leverage data analytics to build knowledge of consumers and increase long-term loyalty.
• Improve performance marketing enabling consumers to more easily find goods online.
• Develop a frictionless shopping experience to help consumers easily purchase products, whether on the company’s own websites and e-commerce stores, or through those of retail partners.

4. Streamline the company’s global portfolio

• Adjust its business focus. Explore strategic alternatives for its European Innerwear business and move away from personal protective equipment (PPE) businesses.
• Rationalize stock-keeping units (SKUs). Remove 20% of underperforming SKUs and improve higher-margin SKUs.

Revenue Breakdown (FY21)   Company Developments

Date	Development
June 23, 2022	Hanesbrands announces a new primary apparel partnership with the University of Southern California (USC). The 10-year agreement gives Hanesbrands exclusive rights in the mass and mid-tier retail channels to develop consumer-driven collections of fan apparel that will expand the University’s retail footprint.
May 5, 2022	Hanesbrands names Vanessa LeFebvre President of Global Activewear.
April 14, 2022	Hanesbrands introduces its new X-Temp Total Support Pouch product, which features cooling fabric and breathable mesh panels for perfect separation and support.
February 3, 2022	Hanesbrands announces plans to sell its US Sheer Hosiery business, aiming to focus its portfolio on areas with the greatest potential for growth and returns.
January 19, 2022	Champion partners with Don C (an American streetwear designer) to drop its third limited edition capsule to commemorate Muhammad Ali’s 80th Birthday.
September 2, 2021	Champion partners with the Renewal Workshop, a sustainability-focused company that uses discarded apparel and textiles, to offer additional eco-friendly apparel choices.
August 5, 2021	Champion launches the second limited-edition capsule in its Muhammad Ali Collection.
April 30, 2021	Hanesbrands appoints Michael Dastugue as Chief Financial Officer.
April 7, 2021	Champion launches two new collections in support of the brand’s overall sustainability efforts—Natural State Reverse Weave and Rally Pro Earth footwear.
March 3, 2021	Hanesbrands appoints Jane Newman as Chief Design Officer of the Global Innerwear segment.
January 21, 2021	Hanesbrands appoints Joe Cavaliere as Group President of the Global Innerwear segment.
November 18, 2020	Champion partners with video game Super Mario Bros on a limited-edition apparel collection.
November 12, 2020	Hanesbrands appoints Greg Hall as its Chief Consumer Officer.
November 5, 2020	Hanesbrands announces that its proprietary surgical face mask received authorization by the US Food and Drug Administration.
October 8, 2020	Hanesbrands announces its 2030 Global Sustainability Goals, which focus on “people, planet and product.”
September 8, 2020	Hanesbrands appoints Kristin L. Oliver as its Chief Human Resources Officer.
April 29, 2020	Hanesbrands begins producing medical gowns and cloth face coverings to supplement personal protection equipment supplies during the Covid-19 pandemic.
March 10, 2020	Hanesbrands launches its popular C9 Champion brand with Amazon in an exclusive multiyear agreement.
February 6, 2020	Hanesbrands extends its DreamWire bra innovation to its lingerie brand Bali.

  Management Team

• Stephen B. Bratspies—CEO
• Joe Cavaliere—Group President, Global Innerwear
• Vanessa LeFebvre—Group President, Global Activewear
• Michael E. Faircloth—Group President, Global Operations
• M. Scott Lewis—Chief Accounting Officer and Controller

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Source: Company reports