New Wave

What New Wave does

New Wave Group AB is a Swedish publicly listed growth conglomerate (Nasdaq Stockholm Large Cap, ticker NWG) founded in 1991 that creates, acquires, and develops brands and products in the corporate, sports, and gifts/home furnishings sectors. The company operates through approximately 70 wholly owned subsidiaries and 40+ active brands — including heritage names such as Orrefors (since 1898), Kosta Boda (since 1742), Craft, Cutter & Buck, Jobman, ProJob, Sagaform, Tenson, and Termo Original — organized into three reporting segments: Corporate (promo clothing, workwear, corporate gifts), Sports & Leisure (athletic apparel, golf, outdoor, gloves), and Gifts & Home Furnishings (glassware, home textiles, destination tourism at Kosta).

The company's core technology is design, product development, sourcing, and global distribution of branded apparel and home goods. Products are manufactured primarily in Asia via company-owned purchasing offices in China (Shanghai, operational since 1992), Bangladesh, Vietnam, India, and Switzerland, with on-site quality testing laboratories. New Wave differentiates through direct manufacturer relationships (no intermediaries), in-house quality control, and certified sustainable product lines (Cottover: GOTS, Oeko-Tex, Fairtrade cotton; D.A.D Sportswear: recycled polyester with Bionic Finish Eco). The model combines decentralized subsidiary-level P&L ownership with centralized coordination of design, purchasing, marketing, warehousing, and distribution.

New Wave sells through two channels: a B2B promo market reaching approximately 3,000 independent promo retailers in the Nordics plus corporate end-customers, and a B2C retail market through specialty stores, e-commerce, factory outlets, and Destination Kosta (hotel, restaurant, safari park). Pricing is quote-based for corporate customers and not publicly disclosed. Commercial momentum is anchored by long-term sports partnerships (Swedish Handball Federation through 2028, Norwegian Cross-Country Ski Team, Swedish Golf Tour 2024–2027, Hammarby Fotboll through 2028). FY2025 revenue was 10,019 MSEK with a 1,141 MSEK operating result, ~50% gross margin (Q1 2026), and 53% equity ratio. The company operates in 40+ countries across Europe, North America, and Asia.

Name

New Wave

Legal name

New Wave Group AB

Website

https://nwg.se

Company type

Public

Founded year

1991

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

New Wave Group AB is a Swedish publicly listed conglomerate (Nasdaq Stockholm: NWG) that creates, acquires, and distributes ~40+ branded apparel, workwear, sportswear, glassware, and home furnishing brands across ~70 subsidiaries, selling to corporate promo retailers, sporting organizations, and consumers in 40+ countries.

Ownership category

akta.pro rank

Product category

Branded Apparel, Sportswear, and Home Furnishings

NAICS

Cut and Sew Apparel Manufacturing (except Contractors) (315250), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600), Glass & Glassware, Pressed Or Blown (3220)

akta.pro primary industry

Hybrid Retail-Wholesale Membership Clubs (B2B2C) (CRAEADAD)

akta.pro secondary industries

Membership Wholesale Clubs (B2B & B2B2C) (CRAEAEAB), Retailer & Small-Store Supply (C-Store, Mini-Mart, Independent Retail) (CRAEAEAD)

Keywords

• Promotional apparel products
• Corporate workwear clothing
• Sports apparel manufacturing
• Glassware home furnishings
• Brand portfolio management

Headquarters

HQ city

Göteborg

HQ country

Sweden

HQ region

Europe

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Corporate Segment: Sale of promotional clothing, workwear, and corporate gifts through the promo market channel to independent retailers and end-user businesses.
2. Product Sales - Sports & Leisure Segment: Sale of sports apparel, golf clothing, gloves, and outdoor products through retail and promo channels. Includes brands like Craft, Cutter & Buck, Auclair, Seger, and Tenson.
3. Product Sales - Gifts & Home Furnishings Segment: Sale of glassware (Orrefors, Kosta Boda), gifts (Sagaform), and home furnishings through retail stores, e-commerce, promo retailers, and factory outlets.
4. Destination Kosta (Tourism): Visitor economy including Kosta Boda Art Hotel, Kosta Lodge, Kosta Outlet shopping, Kosta Safaripark, and restaurant operations.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

New Wave Group AB designs, sources, and distributes branded apparel, workwear, sportswear, glassware, gifts, and home furnishings through approximately 70 operational companies across 40+ countries. The company operates three segments—Corporate (promo clothing, workwear, corporate gifts), Sports & Leisure (sports and golf apparel, gloves, outdoor gear), and Gifts & Home Furnishings (Swedish crystal glassware, gifts, plus Destination Kosta hospitality)—selling through separate B2B promo and B2C retail sales channels. Products are primarily manufactured in Asia through company-owned purchasing offices with in-house quality testing labs, complemented by European production for select brands.

Product overview

New Wave Group is a diversified conglomerate operating across three business segments: Corporate (profiling clothes, promotional products and workwear), Sports & Leisure (sports apparel and footwear), and Gifts & Home Furnishings (glassware, home products and hospitality). The portfolio includes approximately 40+ brands including Clique, Jobman, Cutter & Buck, Craft, Orrefors, Kosta Boda, and Sagaform. Products are sold through two channels: the profile market (to independent profile retailers) and retail market (to consumers through specialized stores). The company operates with a decentralized organizational model of approximately 70 operational companies. Products are mainly manufactured in Asia with some production in Europe (Sweden, Poland, Denmark).

Differentiator

Problem solved

Functional benefit

Brands

• Clique: High-quality basic garments and accessories - Europe's strongest promo concept
• J.Harvest & Frost
• Printer Active Wear
• Jobman
• ProJob
• Toppoint
• d-vice
• Cottover
• Derby of Sweden
• Graphix
• D.A.D Sportswear
• Clear Collar
• Bags First
• Untagged Movement
• Cutter & Buck
• Craft Sportswear
• Clique Retail
• AHEAD
• Kate Lord
• Auclair Gloves
• Gants Laurentide
• Seger
• Termo Original
• Tenson
• Marstrand
• Sköna Marie
• PAX
• Orrefors
• Kosta Boda
• Kosta Boda Art Hotel
• Kosta Lodge
• Kosta Förlag
• Sagaform
• Lord Nelson Victory
• Lord Nelson
• Orrefors Outdoor
• Orrefors Jernverk
• Nightingale
• Queen Anne
• Kosta Linnewäfveri
• ByOn

Products and services

• Clique Broad collection of high-quality basic garments and accessories positioned as Europe's strongest promo concept for men and women, spanning a wide range of occasions with extensive color and size options.
• J.Harvest & Frost Premium profile clothing brand built on aesthetics, quality design, and precision craftsmanship to inspire during work.
• Jobman Leading workwear brand established in 1983 for construction workers, painters, and transport businesses, with materials tested in labs and real-world conditions.
• ProJob Workwear made of strong, well-tested durable materials for trades requiring sturdy clothing.
• Cottover Sustainable profile clothing brand with third-party certifications (GOTS, Oeko-Tex) verifying all production steps; made from organic Fairtrade-labeled cotton and recycled polyester.
• Toppoint Broad range of profile promotional products including pens, USB drives, and logotops for marketing and giveaways.
• d-vice Technology promotional products including USB flash drives, heart rate watches, VoIP phones, MP4 players, and innovative gadgets for company promotion.
• Harvest/James Harvest Sportswear Profile clothing helping companies create team spirit, existing for over 50 years.
• Printer Active Wear High-quality promowear at lower price-range, distributed throughout Europe and Australia under the philosophy 'Best Value in Large Volumes'.
• Derby of Sweden Premium shirts, blouses, and bags since 1933 with highest quality materials and sewing, including timeless classics.
• Graphix Wide selection of profile, work and sportswear for craftsmen, service, and logistics, including functional clothing.
• D.A.D Sportswear Wide range of jackets in functional materials including recycled certified polyester with Bionic Finish Eco and YKK zippers, plus T-shirts and polo shirts.
• Clear Collar Assortment of products with only one size label, created for an attractive and clear profile opportunity with quality, functionality, and simple design optimized for print and embroidery.
• Bags First Quality bags and accessories where durability and functionality are featured, including sport bags, backpacks, and coolers.
• Untagged Movement Texet's unbranded clothing collection of high-quality, label-free fashion for merchandise, workwear, streetwear, or promotions.
• Cutter & Buck Leading golf-inspired apparel for men and women appreciating innovative, high-quality sportswear using best materials in classical style.
• Craft Sportswear Sports apparel with optimal function designed through long cooperation with elite athletes worldwide, driving development of design, technology, and quality.
• Craft Teamwear Craft Teamwear apparel and equipment for sports clubs and associations.
• Clique Retail Comfortable sporty clothes easy to combine, basic garments for active everyday life.
• AHEAD Collections of golf caps with embroidered logos and men's golf clothing and accessories.
• Kate Lord Modern yet casual women's clothing designed for today's active lifestyle with comfort, fit, and freedom of movement.
• Auclair Gloves One of Canada's largest glove suppliers for men, women, and children, with product development informed by world-class athletes and national team sponsorships.
• Gants Laurentide Over 70 years delivering high-quality work gloves and clothing to the North American industrial and utilities market.
• Seger Leading supplier of technically knitted socks and hats, developed in cooperation with successful athletes.
• Termo Original One of the oldest brands dating to 1921, offering a complete collection of underwear and functional garments for professional use, hunters, adventurers, and elite athletes; made in Sweden.
• Tenson
• Marstrand Classic Swedish footwear inspired by Swedish heritage and nature, with roots on the west coast since the 1970s.
• Sköna Marie High-quality comfortable women's shoes following modern trends without sacrificing fit and function, made from real leather.
• PAX Shoe manufacturer for children for over 90 years, one of Sweden's leading shoe manufacturers.
• Orrefors Utility glass and art glass in crystal since 1898, with timeless Scandinavian elegance, innovative design, and genuine craftsmanship by Swedish glassmakers.
• Kosta Boda One of the world's leading glass and art glass brands since 1742, with vibrant, bold, innovative, and provocative glassware.
• Crackle Circular Series of three vases and one bowl in recycled glass, designed by Åsa Jungnelius and manufactured in Kosta; winner of Red Dot Award: Best of the Best.
• Reed vase series Exclusive vase series by Monica Förster for Orrefors, formblown in clear and moss green glass in three sizes; winner of Red Dot Award.
• Sagaform Joyful innovative gifts for kitchen and set table, indoors and outdoors, cooperating with Sweden's best designers for Scandinavian design.
• Lord Nelson Victory Bed and bath products exceeding high standards when only the best is good enough.
• Lord Nelson Classically stylish bed and bath products where quality always comes first.
• Orrefors Outdoor Products for life in and with nature from Småland primeval forests for those with high demands on quality and sustainability.
• Orrefors Jernverk Exclusive metal products with classic look for kitchen use and home decoration, made from fine materials with careful design.
• Nightingale Products with unbeatable prices represented across several different product groups.
• Queen Anne Bed, bath, home and leisure products since 1975 offering value for money without compromising quality.
• Kosta Linnewäfveri Textile products based on durable ideas from the past with quality in materials, design, and usability.
• ByOn Swedish brand creating desirable design with humility and personality, where playfulness and curiosity bring functional and inspiring details for the home.
• Kosta Boda Art Hotel Accommodation, SPA, and conference facility in world class, decorated by Kosta Boda glass artists with glass installations throughout; opened in 2009.
• Kosta Lodge Accommodation, restaurant, hot tubs, and rental center in the Kingdom of Glass region for active families and groups.
• Kosta Förlag Book publisher specializing in form, design, and glass, and the finer things in life including food, drink, and beautifully set tables.

Quantifiable outcome

• Revenue milestone: First time exceeding 10 billion SEK in annual revenue (2025)
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Norwegian Cross-Country Ski TeamcoreGTM or Marketing Partner · 1 January 2024Craft became main supplier to Norwegian cross-country ski team under long-term apparel partnership. Craft develops products in close collaboration with elite athletes.
• Hammarby FotbollminorGTM or Marketing Partner · 1 January 2024Craft extended partnership with Hammarby Fotboll football club through 2028.
• Swedish Golf AssociationcoreGTM or Marketing Partner · 6 July 2023Cutter & Buck brand of New Wave Group signed 4-year title sponsorship agreement for Swedish Golf Tour (men) starting 2024. The partnership includes annual organization of a dedicated tournament event on Cutter & Buck Tour. Cutter & Buck is also merchandise supplier for major golf tournaments including US Open.
• Swedish Handball FederationcoreGTM or Marketing Partner · 7 October 2022Craft extended apparel partnership with Swedish national handball teams (men, women, youth) and referees for 5 years through 2028. Craft provides match kits, training apparel, base layers, and recovery garments. Partnership resulted in EM gold (men 2022), VM silver (2021), and other achievements.
• Anja Pärson (Swedish Alpine Skier)minorStrategic or Co-development PartnerSeger brand collaborates with successful alpine skier Anja Pärson for product development of technically knitted socks and hats.
• Amfori BSCIminorOthersNew Wave Group is member of Amfori BSCI (Business Social Compliance Initiative) for actively improving working conditions in global supply chains. The code of conduct requires suppliers to meet standards regarding wages, prohibition of child labor, forced labor, and discrimination.
• International Accord for Health and Safety in Textile IndustryminorOthersBinding agreement for increased safety in Bangladesh textile industry including factory electrical and building inspections, fire safety training. New Wave Group participates as member company.
• Textile ExchangeminorOthersInternational organization working for responsible expansion of the world's textile industry with focus on organic cotton. New Wave Group participates as member.
• Clean Shipping IndexminorOthersInitiative to influence shipping companies to use cleaner vessels. Organization developed Clean Shipping Index tool to help companies evaluate environmental impact when selecting freight forwarders or shipping companies.
• Fair Labour Association (FLA)minorOthersInternational organization working on social responsibility and improved working conditions in production countries. Membership held through Cutter & Buck subsidiary.

Scale indicators9 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Fiskars Group: Finnish-listed home and lifestyle goods group owning Iittala, Arabia and Royal Copenhagen. Direct peer to the Orrefors/Kosta Boda/Sagaform glassware and gift business under Gifts & Home Furnishings.
• Hanesbrands: US-listed basics and activewear conglomerate (Hanes, Champion, Bonds). Most directly comparable to New Wave's branded apparel and licensing-heavy model with multi-region sourcing and a B2B/B2C hybrid.
• Fenix Outdoor: Swedish-listed outdoor and apparel group (Fjällräven, Hanwag, Brunton). Closest Nordic peer combining heritage outdoor brands, premium pricing and a multi-company decentralized structure similar to New Wave.
• VF Corporation: US-listed apparel conglomerate spanning outdoor, workwear (Dickies) and activewear (The North Face, Vans). Comparable multi-segment brand-portfolio model with wholesale and DTC distribution.
• HALO Branded Solutions: US-based promotional products distributor and supplier. Direct comp to the New Wave promo channel that sells to ~3,000 independent promo retailers in the Nordics.
• 4imprint Group: UK-listed direct marketer of promotional products. Closest pure-play comp to New Wave's Corporate/promo segment and Toppoint/d-vice promotional merchandise business.
• Columbia Sportswear: US-listed outdoor and sportswear company with comparable distribution through specialty retailers and own e-commerce, plus elite athlete sponsorship marketing similar to Craft.
• PVH Corp: Owner of Calvin Klein and Tommy Hilfiger. Comparable as a multi-brand apparel group operating across wholesale and own-retail channels with global sourcing.

Broad incumbents

• Under Armour: US-listed sports apparel incumbent. Comparable in technical sportswear category, sponsorship-led marketing and wholesale-plus-DTC distribution, though at materially larger scale than Craft.

Emerging players

• Hultafors Group (Fiskars-owned workwear brands): Workwear and PPE subsidiary within Fiskars (Snickers Workwear, Toe Guard). Direct comparable to New Wave's ProJob and Jobman workwear brands serving trades and construction.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/tenson

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries56 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about New Wave