brand has been a part of the professional sports world. The company ' s knowledge of how a training and competition item is designed to offer optimum function comes largely from a long and rewarding collaboration with elite athletes throughout the world.
Sweden is Crafts home market and the largest market for sales. Defined focus markets with great potential are the other Nordic countries, the Benelux countries, the United States / Canada and Germany. Competitors vary slightly depending on segment and market, but some examples are Adidas, Castelli, Nike, North Face, Odlo and Swix. Crafts ' s goal is to continue its expansion phase and establish an international market position.
CLIQUE RETAIL
Clique Retail is comfortable and appealing affordable garments, products that stands for good quality in terms of price. The products are primarily basic ready-to-wear i. e. products with high turnover rate and great profitability for the store. Our biggest challenge is to explain the brand ' s simple but profitable concept: We stand for inventory and thus take the greatest risks of loss of profitability. Sweden is Clique Retail ' s largest market at the moment and its customers are mainly sports chains, the everyday commodity sector and other retail stores. Clique Retail ' s biggest competitors are the sports chains ' own brands.
CUTTER & BUCK Cutter & Buck is a world-leading golf inspired American clothing brand for men and women who appreciate groundbreaking, exclusive sports and leisure wear. Cutter & Buck’ s extensive collaboration with golf legend Annika Sörenstam has resulted in the ANNIKA collection, inspired by Sörenstam’ s passion for golf and strive for perfection. Cutter & Buck is sold via several different distribution channels, including the golf retail sector, the promo market, the fashion retail sector and directly to consumers( e-commerce and mail order). The objective is to build up a strong position in the golf and readyto-wear sectors also in the European market in the long term. Cutter & Buck is also a strong platform in the North American market for introducing New Wave’ s other concepts.
SEGER Seger creates functional high-tech knitted garments for a better sporting experience. During the company ' s 70-year history, Seger has become known for quality and durability in every detail. Seger is constantly working to improve the work for environment and nature. Since January 2017, the entire factory has been powered by wind power from a plant just a few kilometers from Seger ' s knitting machines. Seger has its largest sales in the Nordic countries, but is now investing in increased exports. New countries that the brand is targeting are France, Canada and the United States.
PAX PAX has for more than 85 years been dedicated to manufacturing high-quality shoes for children and is nowadays one of Sweden’ s most prominent shoe manufacturers. Carefully selected materials and innovative design is PAX’ s insignia. The shoes are sold through a nationwide web of local retailers. Main competitors are the shoe retailers’ own brands as well as Ecco, Kavat and Viking.
SKÖNA MARIE
Sköna Marie is a classic Swedish shoes brand that manufactures functional high-quality women’ s shoes. Sköna Marie always uses the very best raw materials and most models are made of real leather, a breathable, soft and very comfortable material. The shoes are sold through a nation-wide web of local retailers. Main competitors are Ecco, Rieker and the shoe retailers’ own brands.
MARSTRAND Marstrand is a marine lifestyle brand with the classic sailing shoe as the brand’ s most visible carrier. The collection has a relaxed feel and style which is available for a wide target group to identify with. The shoes are sold through a nationwide network of local dealers. The main competitors are Timberland, Sebago and Rockport.
TERMO ORIGINAL Termo Original is one of our most recent brand acquisitions and, at the same time, one of our oldest brands as the products have their roots since their inception in 1921. Termo Original is a complete collection of underwear and functional garments of knitted wear for different professional groups, but is also used extensively by hunters, adventurers and athletes. The materials are developed and produced in their own knitting factory in Sweden and the garments are designed and constructed in the company’ s own design and sewing department. Termo Original has its largest sales in Europe where for many years it has been a leading supplier of functional underwear to police and military authorities.
24 | NWG 2017