New Wave Gmbh (germany)

What New Wave Gmbh (germany) does

New Wave GmbH is a Germany-based distributor and supplier of customized corporate, work, promotional, and sportswear, headquartered in Oberaudorf and operating as a regional arm of the broader New Wave Group's European network. The company designs and supplies apparel for B2B corporate clients while also serving consumer sportswear demand, carrying a curated multi-brand portfolio that includes Craft Sportswear (performance apparel), Cutter & Buck (premium corporate and golf wear), Clique (basics and promotional apparel), and Untagged Movement (athleisure/lifestyle). Its underlying technology is a standard e-commerce platform hosted on Microsoft Azure and fronted by a Cloudflare CDN, supporting direct online ordering alongside the company's traditional dealer/retailer and printed-catalog channels.

The business model combines B2B customization and decoration services for corporate and promotional-wear orders with branded sportswear distribution through dealer partners and direct e-commerce. Demand generation is conducted across LinkedIn (B2B procurement targeting), Google Ads (demand capture), a content blog, and Vimeo (brand video). Revenue is generated through unit sales of customized and branded apparel, with the dealer/retailer network handling a meaningful share of B2B order fulfillment and the e-commerce and catalog channels serving both corporate buyers and consumer sportswear purchasers. The company has not disclosed financial, headcount, or funding data in the available material.

Name

New Wave Gmbh (germany)

Legal name

New Wave GmbH

Website

https://newwave-germany.de

Company type

Private

Operating status

Operating

Short description

New Wave GmbH, based in Oberaudorf, Germany, designs and supplies customized corporate, work, promotional, and sportswear for B2B clients and consumer buyers. It distributes a multi-brand portfolio including Craft, Cutter & Buck, Clique, and Untagged Movement through dealer, catalog, and e-commerce channels.

Ownership category

akta.pro rank

Product category

Corporate Apparel & Branded Sportswear Distribution

NAICS

Clothing and Clothing Accessories Merchant Wholesalers (42435), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Workwear, Uniforms & Corporate Apparel Wholesale (CRAOADAF)

akta.pro secondary industries

Branded Merchandise & Promotional Apparel Wholesale (CRAOADAI), Athletic / Performance & Activewear Brands (CRAAAAAD), Sustainable / Ethical Apparel & Accessories Wholesale (CRAOADAJ), Team Sports Equipment & Apparel Distribution (CRAOAJAA)

Keywords

• Corporate apparel
• Branded workwear
• Promotional clothing
• Sportswear distribution
• Team uniforms

Headquarters

HQ city

Oberaudorf

HQ country

Germany

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Distribution channels3 records

Marketing channels4 records

Core offering

New Wave GmbH designs and supplies customized corporate, work, promotional, and sportswear for business customers, operating as a multi-brand apparel distributor. The portfolio covers branded workwear (Clique), performance sportswear (Craft Sportswear), premium corporate and golf apparel (Cutter & Buck), and sustainable minimalist clothing (Untagged Movement). Distribution is executed through a dealer/retailer partnership program, catalog-based wholesale, and direct e-commerce through the German website.

Product overview

New Wave GmbH is a German company that distributes and sells high-quality corporate and sportswear clothing. The company operates as a multi-brand distributor, offering a portfolio of branded clothing products including Craft Sportswear, Cutter and Buck, Clique, and Untagged Movement. The business model centers on B2B dealer partnerships (Händler werden) and retail sales through their e-commerce platform, with services including catalogs, returns, and sustainability initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• Craft Sportswear: Sportswear brand carried/distributed by New Wave GmbH Germany.
• Cutter and Buck
• Clique
• Untagged Movement

Products and services

• Craft Sportswear Sportswear brand offering performance-oriented athletic clothing for sports and active lifestyle applications, sold via the New Wave GmbH German site.
• Cutter and Buck Premium corporate and golf apparel brand offering high-quality woven shirts, outerwear, and accessories for corporate and resort wear, distributed by New Wave GmbH.
• Clique Scandinavian workwear brand offering functional and stylish clothing designed for active professional environments, distributed by New Wave GmbH.
• Untagged Movement Brand focused on sustainable and minimalist clothing, emphasizing ethical production and design simplicity, distributed by New Wave GmbH.
• Dealer/Retailer Partnership Program Channel offering that allows German retailers and B2B resellers to become authorized dealers of New Wave GmbH's branded apparel portfolio, supporting wholesale distribution.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves6 records

Expansion highlights4 records

Direct peers

• ID Identity: Dutch corporate apparel and workwear brand serving B2B customers across Europe with branded uniforms and promotional clothing. Operates a similar dealer/distributor-led model targeting corporate-branding use cases.
• Kariban Corporate Wear: French corporate apparel brand focused on workwear, uniforms and promotional garments for European B2B customers. Comparable assortment and dealer-driven distribution model.
• Mascot International: Danish-based workwear and corporate apparel brand sold across Europe through distributor and dealer networks. Closely mirrors New Wave's B2B workwear positioning and multi-country European go-to-market.
• James Harvest Sportswear: Scandinavian promotional and corporate apparel brand distributed across European markets. Directly comparable product mix (polos, outerwear, sportswear) and B2B promotional/corporate customer base.
• Result Clothing: UK-based workwear and promotional apparel brand sold through European distributor networks. Comparable as a multi-brand B2B apparel distributor focused on customization and decoration-ready garments.
• Promodoro Textil GmbH: German promotional apparel manufacturer focused on T-shirts, polos and corporate-branded garments. Direct domestic competitor with overlapping customer base and dealer-led distribution.
• Fristads Kansas Group: Swedish workwear and corporate apparel manufacturer and distributor with pan-European distribution. Directly comparable to New Wave's Clique workwear business and serves similar B2B corporate and industrial customers.

Emerging players

• Tee Jays Scandinavian Apparel: Scandinavian premium apparel brand with growing presence in European promotional and corporate markets. Comparable as a B2B-focused apparel brand distributed through similar channels.

Broad incumbents

• Würth Group: Large German-headquartered professional supplies group that distributes workwear and corporate apparel alongside its broader industrial product portfolio. Comparable as a B2B distributor of branded workwear to European businesses, though apparel is only one of many categories.
• New Wave Group AB: Swedish parent/affiliate of the broader New Wave network. Operates across multiple European countries and owns several of the apparel brands (Craft, Clique, Cutter & Buck) that New Wave GmbH distributes, making it the closest group-level comparable.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/newwavegmbh

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 Gmbh (germany)