Scott Baxter
Analyst · Piper Sandler
Thank you, Eric. Good morning, everyone, and thanks for joining us. From all of us at Kontoor, I sincerely hope you and your families remain safe and healthy.
We are pleased to share our third quarter results with you today, results that came in ahead of our expectations, driven by broad-based improving performance across the Wrangler and Lee brands, channels and geographies. Rustin will take you through greater detail on the financials in a bit, but before that, I'd like to share my thoughts on a few key areas.
First, our strategies are working, despite the impacts of COVID, as evidenced by the acceleration we are seeing across our business. I'll share some select proof points from the third quarter.
Next, I'm excited to announce the reinstatement of a dividend during the fourth quarter. I'll provide some perspective on how our improving fundamentals, coupled with strong cash generation, have given our Board of Directors confident in making this decision. And finally, I'll offer context as to why the Kontoor model is well positioned for success going forward with investments driving digital transformation, category extensions and geographic expansion that will yield more sustainable and profitable growth over time.
But first, as always, our results are a direct reflection of our great employees. I want to thank our colleagues around the globe for their incredible efforts, superior execution and continued dedication to excellence. No doubt, these are challenging and uncertain times and we remain unwavering in our support of the health and safety of our colleagues. I know our team, no matter the environment, will continue to rise to the occasion.
Turning to our third quarter results. We are pleased to share that we saw strong fundamental improvement across almost all areas of our business, with revenue, margins and cash flows all coming in ahead of our expectations. Rustin will take you through the margins and cash flow later in the call, but let me start by providing color on how our strategic initiatives drove improving top line performance in the quarter.
Overall, revenues sequentially improved in Q3, down 9% compared with down 42% in the second quarter. Importantly, the U.S. business saw accelerating trends during the quarter with both the Wrangler and Lee brands delivering positive growth in Q3. In the U.S., we increased 10%, while Wrangler was up 2%.
And we are taking share broadly. According to NPD, both Lee and Wrangler brands saw accelerating U.S. share trends during Q3, ending the quarter with solid increases across both men's and women's denim. Both Europe and China saw sequential gains during Q3, consistent with the gradual improvement highlighted last quarter. China will continue to be a focus for our strategic investments, given the significant white space opportunity the region presents, including the launch of Wrangler, which remains on track for a soft opening this fall and broader launch in the spring of '21. These broad-based improvements are a function of the strategic initiatives we've been executing since the spin.
Let me touch on a few of these areas now. First, we continue to work to optimize our distribution strategy. This began with the spin with the necessary investment in quality of sales initiatives to enhance our wholesale business through the exit of select underperforming channels, markets and points of distribution. This quality of sales efforts create the optimal foundation in support of more sustained, healthier top line growth in the future.
Another component of our wholesale distribution strategy has been an increased focus on partnering with best-in-class retailers. Many of these partners were deemed essential and remained open during the pandemic, including Walmart, Amazon and Target as well as select Western Specialty customers. And we believe these retailers are well positioned to continue their strong performance even assuming an uncertain environment.
The second area of strategic focus, accelerating digital, is a primary catalyst of our evolving distribution strategy. And while this is a global endeavor, our investments in our U.S. digital platforms continue to yield solid returns with our digital wholesale and own dot-com in the region, up 68% and 43%, respectively. And while we remain in the early stages of transforming our own branded sites, the third quarter showed continued momentum for both brands, with global lee.com, up 27% and wrangler.com, up 38%.
We will continue to distort investments in developing our digital ecosystem as the consumer will be at the center of everything we do. We will leverage our evolving data analytics capabilities and unlock value from our new global ERP infrastructure to ensure Kontoor is a consumer-led, digital-first organization. These investments should drive not only sustained top line growth but more profitable growth as our mix improves in this accretive channel over time.
Our third strategic focus lies within enhancing and scaling our innovation platforms. As we've discussed in the past, the investments we are making in innovation span both product and advanced manufacturing capabilities. Our investments in design and processes, enhanced fit and fabrications, lighter and more durable materials all support an evolving innovation pipeline that will be appropriately segmented across a variety of distribution channels with a greater emphasis on value and premium specialty.
And across channels, we know that innovation can support elevated pricing as we've seen in the recent Wrangler by Fred Segal collection at Nordstrom, the emerging Wrangler ATG line in outdoor specialty and the launch of our Lee MVP and legendary programs with Kohl's. In one area of innovation where advanced technologies drive both product and manufacturing is sustainability. Last quarter, we said we needed to be louder with our great efforts behind sustainability and ESG. And this quarter, we are doing just that, publishing our inaugural sustainability report as an independent publicly traded company. This report provides great insights into our accomplishments and progress over the last 18 months but more importantly, sets foundational goals for our organization as we aspire to be a leader on sustainability and ESG within the apparel industry.
These progressive goals connected to the 3 pillars of our platform, people, product and planet, include saving 10 billion liters of water by 2025. We were a first mover in this area with our development of the Indigood wireless home dyeing process, and we will look to scale this in the coming years to further reduce water use in the production process. Power 100% of our owned and operated facilities with renewable energy by 2025. Source 100% sustainable raw materials for cotton by 2025 and synthetics by 2030. And finally, we will only work with factories that support worker well-being or community development programs.
Kontoor's approach to sustainable business activities is founded on our commitment to be a purposeful business. Within that context, we've affirmed our commitment to doing business responsibly and sustainably, balancing financial success while striving to meet the needs of the communities we serve and the planet we share. We look forward to sharing progress towards achieving our sustainability and ESG goals in the quarters to come.
And the final strategic area of focus I will discuss today is new business development. Despite the challenging environment, we have been on the offense, aggressively investing behind business development, supported by enhanced demand creation initiatives.
First, let me provide an update on our Lee Master Band program that launched in over 2,000 doors with Walmart in September. Although we are still in early days, we are encouraged by the reads we are seeing in the marketplace. The initial assortments are now largely set, and in-store point-of-sale is well underway and will be finalized over the next few weeks, which should help further catalyze sell-through.
Importantly, we're using this initial launch as a solid foundation of which to build. As a reminder, the initial sell-in of the Lee program included men's and women's bottoms, primarily denim and select casual product. The offering will scale over time to include additional categories and beneficial to our retail partners and consumers. The collection represents a compelling value at elevated prices. We are really excited about the incremental SKU and category opportunities as well as the potential for door expansion over time.
And to support these new programs, we are taking the opportunity to invest in our brands by accelerating demand creation investment in the back half of the year. During the third quarter, this included ongoing domestic collaborations with influential brands like Alife and the recently announced partnership with AppHarvest, a leading agricultural sustainability organization.
Internationally, we also introduced collaborations with local artists for a pop-up in Selfridges in London, which highlight our sustainability platform for a world that works. And in China, we launched a brand equity campaign titled Stand Tall, utilizing influencer Eddie Peng.
Turning to the Wrangler brand. New business development with Wrangler outdoor, including ATG, continues to be a highlight in our growing portfolio. Year-to-date, Wrangler outdoor has added more than 300 new doors of distribution within the U.S., primarily in outdoor specialty, demonstrating our continued wholesale diversification strategy.
And internationally, the launch with Dressmann that we highlighted last quarter is just kicking off. We are pleased to announce today that based on its early success, the ATG line will be launching the women's collection in Cubus, a European women's fashion concept with over 300 doors. What makes this especially exciting is that this will be solely women's ATG product, highlighting the breadth of quality across genders, channels and geographies and demonstrates how well the Wrangler outdoor platform is being received in the marketplace.
And similar to Lee, Wrangler is also taking the opportunity to accelerate demand creation investments in the back half of the year. During the quarter, we continued to scale our successful Wear with Abandon campaign, ramped our social media end, expanded our production and photography in-house capabilities and partnered with a new digital advertising agency.
Looking ahead to Q4, our strong marketing initiatives will continue. Ahead of the December 2020 Wrangler National Rodeo finals in Arlington, Texas. We recently opened our full-price pop-up store in the heart of the Fort Worth Stockyards, an outdoor retail environment rich in Western heritage and cowboy culture. The 1,500 square foot format includes an assortment of modern, outdoor and Western collections with laser customization technology on site.
We will also introduce Wrangler collaborations with Rick and Morty on the Adult Swim channel, and we just launched our Wrangler by Fred Segal collection at Nordstrom, all continuing the brand's enhanced approach to reach younger, more diverse consumers.
So let me reiterate. Despite the pandemic, we have been aggressive in our approach to amplify many of the strategies that were implemented at the spin, allowing us to capitalize on marketplace disruption. We continue to drive new business development at a pace not seen in years. Our brands are healthy and well positioned, and we look forward to building on this momentum.
Next, I want to turn to a key topic they know is on many of your minds, and that is the decision to reinstate a dividend. As you've seen in our release this morning, our Board of Directors reinstated and declared quarterly cash dividend payable in December of this year. Let me be clear, this is a decision our Board made with confidence. As you all know, at the outset of the COVID pandemic, our focus quickly and prudently shifted to support liquidity and financial flexibility, including the amendment of our credit facility with the temporary suspension of a dividend for at least 2 quarters and the opportunity to reevaluate during the fourth quarter.
After thoughtful deliberation, our Board has declared a quarterly dividend of $0.40 per share. Rustin will take you through greater detail on the rationale for the level at which the dividend was reinstated, but I'll share a few high-level thoughts.
First, the dividend is a foundational element of our post-spin investment theses, our total shareholder return model and capital allocation priorities. Next, given our performance, the Board is reinstating an attractive, sustainable dividend that demonstrates confidence in the cash-generating aspects of our operating model while providing prudent financial resilience and flexibility in a dynamic operating environment. And finally, we anticipate our improving fundamentals will drive an increasing percentage of our evolving TSR model.
While our priorities remain focused on paying down debt and paying a superior dividend, optionality will begin to emerge as we optimize our capital structure. You will hear more on this evolving capital allocation strategy in the coming quarters and at our Investor Day currently planned for this upcoming spring.
Let me close with this. I am confident that Kontoor is well positioned for future success even in the face of an uncertain operating landscape. Despite one of the most challenging consumer environments in history, we have been on offense, investing in several strategic areas that should drive competitive separation in the marketplace.
The powerful combination of these strategic, proactive actions that drive fundamental improvement, coupled with our uniquely superior cash flow, positions us for more sustainable and profitable growth in the future. We are confident that the investments we are now making across digital transformation, geographic expansion, scaling innovation, demand creation and new business development will come together to yield superior returns for all of Kontoor stakeholders over time.
With that, I turn it over to Rustin.