New Wave Norway
New Wave Norway AS distributes promotional apparel, workwear, sportswear, and gift products to Norwegian corporate buyers through a dealer network, sportswear e-commerce platform, and Oslo showroom, operating as the Norwegian subsidiary of New Wave Group conglomerate.
- Company typePrivate
- Founded1987
- HeadquartersRåde, Norway
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What New Wave Norway does
New Wave Norway AS is the Norwegian operating subsidiary of New Wave Group, a diversified European conglomerate. Founded in 1987 and headquartered in Råde, Norway, the company employs 101-250 people and distributes a multi-brand portfolio of promotional apparel, certified workwear, team sportswear, and corporate gift products to Norwegian businesses and organizations. It holds Norwegian organization number 946 506 370 and operates under DBA 'New Wave Norway,' with sub-brands and partner brands spanning Clique (profile clothing), Craft Sportswear (teamwear), Jobman and ProJob (certified workwear for construction and industry), Tenson (outdoor/sports apparel), Lord Nelson (drinkware), Sagaform (gifts/interior), Toppoint (sports bottles), Printer (outerwear), Seger (socks, including the flagship Norgesokken), Untagged Movement (sustainable apparel with OCS/RCS certification), Specialdesign (custom branding), Printer Essentials (footwear), and Cutter & Buck (corporate/resort apparel), plus its own Norway Collection tying merchandise to national identity and events like the 2026 World Cup.
The company's technology stack is standard mid-market e-commerce: a website (newwave.no) hosted on Microsoft Azure with EPiServer CMS, Cloudflare for CDN and security, and Google Analytics and Hotjar for analytics and user-behavior insights, with ASP.NET anti-forgery and Piwik PRO instrumentation visible across sibling domains. The platform serves both a B2B dealer portal and a dedicated sportswear storefront at sportswear.newwave.no. There are no disclosed proprietary AI/ML models, APIs, or SDKs, and no integrations with third-party platforms beyond standard cookie-consent and analytics tooling.
Commercially, New Wave Norway runs a one-time transaction-based revenue model: wholesale-priced branded merchandise sold through a registered forhandler (dealer) network across Norway, with retail prices visible on the website in Norwegian Krone (NOK), a sportswear e-commerce storefront for SMB/consumer buyers, and a physical showroom at Skøyen (HoffX) in Oslo for product viewing. The primary customer segment is corporate/business buyers requiring branded employee clothing, corporate gifts, and promotional merchandise; secondary segments are sports clubs (Craft teamwear), construction/industrial workers (Jobman/ProJob certified apparel), and national supporters via the Norway Collection. Go-to-market relies on a B2B channel-partner motion supplemented by digital marketing on Facebook and Instagram, seasonal product catalogs (including the NORGE 2026 World Cup catalog), and the e-commerce website.
New Wave Norway firmographics
Firmographics- Name
- New Wave Norway
- Legal name
- New Wave Norway AS
- Website
- https://newwave.no
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- New Wave Norway AS distributes promotional apparel, workwear, sportswear, and gift products to Norwegian corporate buyers through a dealer network, sportswear e-commerce platform, and Oslo showroom, operating as the Norwegian subsidiary of New Wave Group conglomerate.
- Ownership category
- akta.pro rank
New Wave Norway industry classification
Industry- Product category
- Promotional Textiles and Corporate Apparel
- NAICS
- Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Team Sports & On-Field Performance Apparel (CRAAAEAE)
Keywords
Where New Wave Norway is headquartered
LocationHeadquarters
- HQ city
- Råde
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
New Wave Norway business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales - Textile and Apparel: One-time transaction-based sales of branded merchandise, workwear, teamwear, and promotional items to businesses and organizations through dealer network.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Dealer/Wholesale pricing through registered forhandler |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
New Wave Norway product offering
Product offeringCore offering
New Wave Norway AS distributes promotional textiles, corporate gifts, sportswear, certified workwear, and drinkware to businesses and organizations in Norway. It operates as the Norwegian subsidiary of New Wave Group, marketing multiple branded product lines (Clique, Craft, Jobman, ProJob, Tenson, Seger, Printer, Toppoint, Sagaform, Lord Nelson, Specialdesign, Untagged Movement, Printer Essentials, Cutter & Buck) through a dealer network, an Oslo showroom, and a sportswear e-commerce site, with a branded Norway Collection tied to Norwegian national team events.
Product overview
New Wave Norway AS operates as a B2B promotional products and sportswear distributor offering a diversified portfolio of profiled clothing, workwear, teamwear, corporate gifts, and glass products. The core product lines include the Norway Collection (a branded sub-brand of Norway-themed promotional and sportswear), Profil- & Sportsklær (profile and sportswear), Arbeidstøy (workwear through Jobman and ProJob brands), and Klubbtøy/Teamwear (through Craft Sportswear). The company distributes multiple branded product lines including Clique, Seger, Craft, Printer, Toppoint, Sagaform, Lord Nelson, and Untagged Movement (sustainable organic apparel). The product portfolio is organized around corporate branding and employee clothing needs, spanning textiles (t-shirts, polos, cardigans, hoodies, caps, socks, shoes), outerwear (windbreakers, fleece jackets), workwear, team sportswear, drinkware, and gift/interior articles. New Wave Norway functions as a multi-brand distributor rather than a single-product company, connecting international branded products with Norwegian corporate and organizational buyers.
Differentiator
Problem solved
Functional benefit
Brands
- Norway Collection: Norwegian national team supporter merchandise and sports apparel
- Norgesokken
- Tenson
- Jobman
- ProJob
- Craft Sportswear
- Clique
- Seger
- Printer
- Sagaform
- Toppoint
- Lord Nelson
- Specialdesign
- Untagged Movement
- Printer Essentials
- Cutter & Buck
Products and services
- Norway Collection
Companies that use New Wave Norway
Customer profileSegments4 records
Ideal customer profiles3 records
New Wave Norway technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
New Wave Norway partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- Craft SportswearcoreNew Wave Norway distributes Craft Sportswear products in Norway, offering teamwear, fleece jackets, and active wear to sports clubs and corporate customers.
- CliquecoreNorwegian brand partner for basic apparel including t-shirts, polo shirts, cardigans, and caps. Products include Basic-T, Basic Polo, Classic Lincoln, and Classic Marion lines.
- JobmancoreWorkwear brand for construction and industrial use, offering certified workwear with focus on ergonomics, safety and durability.
- ProJobcoreWorkwear brand specialized for professional trades, providing certified clothing for building and construction industries.
- TensonminorOutdoor and sports apparel brand available through New Wave Norway, featured on dedicated Tenson page.
- Lord NelsonminorBrand for thermal mugs and drinkware products, including Lord Nelson Termokrus featured in product catalog.
- SagaformminorGift and interior brand partner, offering products like NOR Sitteunderlag (sitting mat) for corporate gifts.
- ToppointminorSports bottles and drinkware brand, providing products like NOR Sport Bottle 750 ML.
- PrinterminorSportswear brand offering windbreakers and fleece jackets including NOR Speedway and NOR Fastplant lines.
- Untagged MovementminorSustainable apparel brand offering OCS and RCS certified t-shirts, hoodies, crewnecks and polos with organic/sustainable materials.
- SpecialdesignminorCustom design partner for branded merchandise like NOR Sport Cap and The bottle with custom branding.
- SegerminorSock and hosiery brand providing Norgesokken (Norwegian sock) products.
- Printer EssentialsminorFootwear brand offering Flex Sneakers for unisex sports/fitness footwear.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
New Wave Norway competitors and assessment
Company assessmentDirect peers
- 4imprint Group plc: UK/US-headquartered promotional products distributor selling branded merchandise, apparel and gifts to businesses via a direct and dealer channel - directly comparable wholesale-of-promotional-products business model and customer base.
- New Wave Group AB: Swedish parent conglomerate operating the same profile/sportswear/workwear/gifts business model across Europe; the Norway entity is essentially the Norwegian franchise of this group, sharing brands, distribution structure, and product portfolio.
Peers
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
New Wave Norway social profiles
Digital presenceNew Wave Norway financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Wave Norway leadership team
Management profileNumber of profiles
New Wave Norway funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Wave Norway M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New Wave Norway
What does New Wave Norway do?
New Wave Norway AS distributes promotional textiles, corporate gifts, sportswear, certified workwear, and drinkware to businesses and organizations in Norway. It operates as the Norwegian subsidiary of New Wave Group, marketing multiple branded product lines (Clique, Craft, Jobman, ProJob, Tenson, Seger, Printer, Toppoint, Sagaform, Lord Nelson, Specialdesign, Untagged Movement, Printer Essentials, Cutter & Buck) through a dealer network, an Oslo showroom, and a sportswear e-commerce site, with a branded Norway Collection tied to Norwegian national team events.
Is New Wave Norway a public or private company?
New Wave Norway is a private company. It is classified as corporate owned and is currently operating.
When was New Wave Norway founded?
New Wave Norway was founded in 1987. It employs 101 to 250 people.
Where is New Wave Norway based?
New Wave Norway is headquartered in Råde, Norway, in the Europe region.
How does New Wave Norway make money?
One revenue line is on record: product Sales - Textile and Apparel.
Who are New Wave Norway's main competitors?
Direct peers on record are 4imprint Group plc and New Wave Group AB. Brand Addition (Brand Addition Group) is listed as a peer.
Does New Wave Norway have an API?
No public API is recorded for New Wave Norway.
What industry is New Wave Norway in?
New Wave Norway's product category is Promotional Textiles and Corporate Apparel. Its primary akta.pro industry code is CRAAAEAE, Team Sports & On-Field Performance Apparel. Its NAICS code is 42391 and its SIC code is 5130.