What New Wave Danmark does

New Wave Danmark is a Danish B2B subsidiary of Sweden-based New Wave Group, operating as a promotional apparel and corporate gift supplier to businesses and institutions across Denmark and the broader Nordic region. The company sells four core product verticals — Profiltøj (profile clothing with corporate logos), Teamwear (sports performance apparel), Firmagaver (corporate gifts including seasonal Christmas and summer assortments), and Specialproduktion (custom/white-label production services) — supplemented by the Craft Specialdesign custom sports apparel service, the Joyful Giftcard gifting module, and the Untagged Movement sustainable label-free sub-brand. It serves both general corporate buyers (small and large companies seeking employee uniforms, branding, and customer appreciation merchandise) and sports teams/clubs requiring functional teamwear, with AGF (a Danish professional sports team) disclosed as a named teamwear customer.

The commercial operation is delivered through a multi-channel go-to-market combining a Danish e-commerce storefront (newwave.dk) with logo portal and customer service, recurring digital catalogs distributed via Joomag (Christmas, Summer, Running, Padel, Untagged Movement), and an organic social presence on Facebook, Instagram, and LinkedIn. The underlying technology stack is a conventional Microsoft ASP.NET application hosted on Microsoft Azure, with a content management system, Piwik PRO analytics, Pure Chat customer service tooling, and a shared group-level cookie/infrastructure footprint across at least 12 European country domains (Denmark, Sweden, Norway, Finland, Iceland, Germany, Austria, Switzerland, France, Italy, Spain, Netherlands).

Revenue mechanics are transaction-based: each product line is monetized through one-time purchases rather than recurring subscriptions, with quote-based pricing not publicly disclosed and order sizing spanning all price ranges. The company carries no AI/ML capabilities, holds no disclosed patents, and reports no funding rounds; its primary source of differentiation is catalog breadth, Nordic brand selection under the New Wave Group umbrella, and bespoke production capability. Operating status is active, with seasonal catalog launches continuing into 2025 and 2026.

Name

New Wave Danmark

Legal name

New Wave Danmark

Website

https://newwave.dk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

New Wave Danmark is a Danish B2B subsidiary of Sweden-based New Wave Group, supplying promotional apparel, teamwear, and corporate gifts to businesses and sports clubs across Denmark and the Nordic region via e-commerce, digital catalogs, and custom production services.

Ownership category

akta.pro rank

Product category

Promotional Apparel and Corporate Gifts

NAICS

Graphic Design Services (54143)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Sportswear Customization & Printing Retail (CRAMACAK)

akta.pro secondary industries

Team Sports & On-Field Performance Apparel (CRAAAEAE), Customized & Personalized Fan Gear Retail (CRAMAOAJ)

Keywords

• Corporate apparel
• Promotional merchandise
• Teamwear apparel
• Corporate gifting
• Custom branded clothing

Headquarters

HQ city

Herlev

HQ country

Denmark

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Profile Clothing (Profiltøj): Sale of corporate apparel with company logos, featuring one of the largest selections of profile clothing in the Nordic region across multiple qualities and industries
2. Teamwear: Sports team clothing and performance wear with functional features for movement and sports performance
3. Corporate Gifts (Firmagaver): Corporate gift solutions including seasonal gifts (Christmas catalogs), summer gifts, and customized promotional items for businesses
4. Special Production (Specialproduktion): Custom/white-label production services for companies seeking unique branded merchandise and professional attire
5. Joyful Giftcard: Gift card service for corporate gifting purposes

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

New Wave Danmark is a B2B supplier of promotional apparel and corporate gifts, offering customizable profile clothing with corporate logos, teamwear for sports clubs, seasonal and customized corporate gifts, and custom production services for unique branded merchandise. The company operates primarily through its Danish e-commerce website (newwave.dk) and digital catalogs, with an emphasis on serving businesses across the Nordic region with sustainable and label-free product options.

Product overview

New Wave Danmark operates as a B2B promotional products company offering a comprehensive portfolio of customizable apparel and corporate gift solutions. The core offering centers on four main product categories: Profiltøj (profile clothing with corporate logos), Teamwear (sports team apparel), Firmagaver (corporate gifts), and Specialproduktion (custom production services). The company also offers Craft Specialdesign for custom sports apparel and Joyful Giftcard as a flexible gifting module. The Untagged Movement sub-brand provides sustainable, label-free products using organic and recycled materials. The company serves businesses across industries with catalogs for various occasions including Christmas gifts, summer gifts, running, and padel merchandise.

Differentiator

Problem solved

Functional benefit

Products and services

• Profiltøj (Profile Clothing) Corporate branded clothing with logos, serving as both functional workwear and a mobile advertising platform for businesses. Described as one of the Nordic region's largest selections of profile clothing across multiple qualities and industries.
• Teamwear Sports team apparel built on athletic performance heritage, featuring functional clothing that provides freedom of movement for various sports and team identity through club branding.
• Firmagaver (Corporate Gifts) Corporate gifts for small and large businesses and institutions, with seasonal offerings including Christmas and summer gift assortments spanning all price ranges to support customer appreciation and workplace culture.
• Specialproduktion (Custom Production / Trading) Custom production services enabling companies to differentiate through unique designs and create a consistent professional look for employees while expressing company identity through custom branded merchandise.
• Craft Specialdesign Custom sports apparel design services providing sport-specific clothing that is comfortable, functional, and expresses team style before, during, and after training and competitions.
• Joyful Giftcard Standalone gift card service allowing recipients to choose their own gifts, providing flexibility for corporate gifting occasions.
• Untagged Movement Sustainable label-free sub-brand product line with 9 styles in 15 colors using organic and recycled materials, designed for businesses to customize with their own branding.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Cutter & Buck: Premium sportswear and corporate apparel brand also owned by New Wave Group. Directly comparable to New Wave Danmark's teamwear and profile clothing lines, with overlapping Nordic/European distribution via the same parent.
• Promodoro: European manufacturer and supplier of blank and customized promotional apparel. Comparable in profile clothing and customizable B2B teamwear offerings, with cross-border European distribution similar to New Wave Danmark.
• ID Identity: Scandinavian corporate identity and profile clothing provider with comparable B2B promotional apparel, logo wear, and corporate gift offerings aimed at Nordic enterprises.
• Craft Sportswear: Swedish-origin functional sportswear brand owned by New Wave Group. Comparable to New Wave Danmark's Craft Specialdesign and teamwear streams, especially running and padel collections, serving the same Nordic sports-club and corporate B2B segments.

Broad incumbents

• New Wave Group (Parent): Swedish-listed parent conglomerate owning dozens of European promotional apparel and sportswear brands (Cutter & Buck, Craft, Clique, etc.). Provides capital, brand portfolio, and cross-border distribution leverage that directly shapes New Wave Danmark's competitive position.
• Adler (Adler Group / Adler Stream): Central European corporate apparel and promotional textile supplier offering logo wear, workwear, and personalized merchandise to B2B customers across multiple industries. Comparable product mix to New Wave Danmark's profile clothing and corporate gift lines.
• Würth Modyf: European corporate apparel and workwear business of the Würth Group. Competes in profile clothing and corporate identity wear, but operates at much larger European scale and with broader industrial customer base.

Regional players

• Toppoint: Swedish-based promotional products and corporate gift distributor serving the Nordic B2B market. Overlaps with New Wave Danmark's Firmagaver (corporate gifts) and Specialproduktion streams, though focused more on giveaways than apparel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights2 records

Customer concentration

• Facebookfacebook.com/newwavedanmark
• LinkedInlinkedin.com/company/newwavedanmark
• Instagraminstagram.com/newwave_danmark

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Wave Danmark