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