New Wave Group AB Annual_report_2018_EN_HQ | Page 14

NWG // IN THE WORLD
USA
25%
e
tional tradem
ar
k
t
In
a
rn
New Wave Group
in the world
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.
T
he Group’s business strategy entails launching
brands and developing concepts on new markets.
In connection with international establishments,
the company's tactics are initially only to process
the promo market with one or a few of the Group's
brands. Business must be conducted with low costs
to limit the financial risks. When satisfactory profi-
tability and good growth have been achieved, more
promo brands can be launched and the retail market
Sales activity in
own subsidiary
Sweden, Belgium, Denmark,
Finland, France, Italy, Canada, China,
The Netherlands, Norway, Poland,
Switzerland, Spain, Great Britain,
Germany, USA and Austria
014 // ANNUAL REPORT
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 United
States. 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 200 launches under its existing
brands.
Own purchasing offices
Switzerland (Cortaillod), China (Shanghai),
Bangladesh (Dhaka), Vietnam (Ho Chi Minh
City) and India (Bangalore)
Share of
net sales