Internationally? Not very much… They’ve carried on doing what they’ve always done.
In the UK? Suffered terribly from the “Halfords Effect” for a number of years, just like GT did before them. Kona weren’t exclusively sold in Halfords, but Halfords sold a large number of low end models (some of which were sold exclusively in Halfords stores), and the brand image took a real tumble.
Has since been rescued somewhat, but still suffers badly from online discounters destroying the prices the very minute a bike is last year’s model, which in turn makes proper bike shops very reluctant to want to actually sell them, and also means your 12 month old used Kona is now worth exactly thruppence hapenny when it cost you £3k this time last year.