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