Emboldened by the company’s top-line growth in recent quarters, and optimistic about a demand for a more casual wardrobe, Kontoor Brands plans to invest in its Wrangler and Lee offerings, expand in China, and grow its digital revenues.

As per Women’s Wear Daily, the company has ramped up investments in China even though most of its business is based in the US. It is also gearing up to expand its overall digital offerings, a strategy increasingly embraced by retailers during the super-charged online shopping era of the ongoing COVID-19 pandemic. Since the spin-off, the company’s digital wholesale business has grown through tie ups with retailers including Amazon, walmart.com, and Kohl’s. In China, the company also relaunched Lee’s X-line, its digital only collection.

Kontoor plans to grow its digital business from 5 percent of revenues in 2020 to 10 percent by 2023. It also plans to expand its category offerings in areas including outdoor and fishing apparel, graphic T-shirts, women’s apparel and hybrid work and casualwear for what it hopes will be a feature of customers’ eventual post-COVID-19 wardrobe.