OTHER COUNTRIES 8 %

USA 25 %

SOUTHERN EUROPE 10 %

New Wave Group has evolved from a market-leading player in the Nordic countries to a prominent player in several other markets. This applies to all operating segments. The Group works with strong international brands such as Craft, Cutter & Buck, Orrefors and Kosta Boda.

The Group’ s business strategy entails launching brands and developing concepts on new markets. The company’ s tactics for foreign launches involves only targeting the corporate promo market to start with one or a couple of the Group’ s brands. Business must be conducted with low costs to limit the financial risks. When satisfactory profitability and good growth have been achieved, more promo brands can be launched and the retail market targeted. If distributors handle the launches, retail launches can be carried out without promo launches, such as in the case of the Craft launch in the USA. New Wave Group regularly invests a share of its operating profits in new markets. New Wave Group currently has subsidiaries in 17 countries and has carried out 205 launches under its existing brands. By solely introducing the Group’ s existing concepts in countries where the Group already has its own organisations, at least 220 new launches remain to be carried out.

12 | NWG 2017