New Wave Group AB Annual_report_2018_EN_HQ | Page 11

NWG // ABOUT THE GROUP
SEK million
SEK million
450
6 500
6 000
400
5 500
350
5 000
4 500
300
4 000
250
3 500
3 000
Growth in net
sales and result
for the year
200
2 500
150
2 000
1 500
Net sales
100
1 000
Result for the year
50
500
0
97
98
99
00
01
02
03
04
05
06
Growth and profitability targets
07
New Wave Group strives for sustainable, profi-
table sales growth through expansion in its three
operating segments: Corporate, Sports & Leisure
and Gifts & Home Furnishings. Over a period of one
business cycle, the Group’s growth target is between
10 and 20% per year, of which between 5 and 10%
is organic growth, and a 15% operating margin. In
addition, New Wave Group aims for at least 30%
equity ratio over one business cycle.
New Wave Group's values
New Wave Group is a decentralized organisation
and the Group’s values are its guiding principle.
We are dedicated to uphold and spread New Wave
Group’s values within the Group and particularly
when acquiring new companies. New Wave Group
does its utmost to find inexpensive, simple solutions
and adheres to the motto “a penny saved is a penny
earned”.
# # It takes hard work to outperform
competitors.
# # Employees must have the conviction to take
initiative and to learn from their mistakes in a
decentralised organisation.
# # Customer focus is a central principle for the
organisation as a whole and imperative to
doing our utmost.
History
New Wave Group was established in 1990 in Sweden
and Norway and in 1994 in Finland. The Group
ranks as market leader in these markets, with an
estimated promowear market share of about 30 %.
In 1996 Craft was acquired, which established
sales in the retail sales channel. New Wave's share,
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Series B, was listed on the Stockholm Stock
Exchange 1997. With its 2001 acquisition of
Sagaform, New Wave Group moved into promotional
gifts, which generated substantial synergies with
the Group’s other promo activities. In 2003, New
Wave Group developed its own workwear concept
under the Projob brand and sealed the venture with
the acquisition of Jobman. Following its launch in
workwear, New Wave Group is currently the only
supplier to cover all three segments (promowear,
promotional gifts and workwear) in the promo sector.
To further strengthen the Group’s promotional gifts
and giveaways assortment the Orrefors Kosta Boda
Group was acquired in late 2005. Cutter & Buck was
acquired in 2007 and secured a sound foothold in
the North American market. The Group’s presence
in North America was further strengthened during
2011 when AHEAD and Paris Glove were acquired,
and 2013 when the distribution of Craft’s products
were acquired. CSR and sustainability have always
been and remain an important part of our business.
In 2015, Cottover was launched, which is eco-labeled
and sustainability-produced profile clothing. The
recent years' efforts to improve the service level and
expanded product range have resulted in the Group
achieving over SEK 6,000 million in sales in 2018.
The Group has gradually expanded and set up
organisations in Europe, North America and Asia.
New Wave Group has established sales organisa-
tions and its own subsidiaries in 17 countries. Sales
in non-Swedish markets make up about 76 % of
the Group’s sales and amount to SEK 4,761 million.
Sweden and the United States are the Group’s most
important markets. Together they have 49 % of the
Group’s turnover.
ANNUAL REPORT // 011