NWG // SPORTS & LEISURE
26 %
Net sales per sales channel
Promo Retail
74 %
Sports & Leisure
Our offering
In the Sports & Leisure segment , New Wave Group offers clothes and shoes for the active consumer from several fullyowned brands . The range is adapted to different uses and activities , from basic garments to high-tech products for extreme exercising . Most of the segment ' s sales are to the retail trade , such as sports , golf , hunting , fishing , shoe and fashion trade , but sales are also made to profile retailers .
The segment has most of its sales in the Nordic region and North America , but also Central Europe is an important market and then mainly Germany and the Benelux area .
New Wave Group has a portfolio of strong sports brands within different areas . The Group ’ s main strategy is to own and hence develop brands , which is why licensing and distribution rights have not been part of the core business historically . However , the Group has the distribution right for the brand Speedo on the Scandinavian markets .
Sales channels
All brands in the operating segment have the retail trade as their natural channel to meet the market .
It is also here that the segment has most of its net sales ( 74 %). Trademarks such as Craft , Seger , Clique Retail and Speedo have an established position within the sports trade and Cutter & Buck and AHEAD in the golf sector .
” The range is adapted to different uses and activities , from basic garments to high-tech products ”
The products are also sold in the promo sales channel , mainly to sports associations . Promo sales are expected to increase as Craft ’ s focus is on new products for associations and clubs .
The promo sales channel demands high service level and availability . A company or association that , for example , orders promowear is dependent on the supplier being able to deliver a full size sorting and the right colour . For example , if New Wave Group cannot deliver medium or the end customer ' s colour choice , then they will choose another supplier . The Group ' s objective within promo is to deliver 98 % of its products within 24 hours .
Capital tied up
New Wave Group ’ s objective is to keep the stock of fashion items low since the lifespan for these items is short . The segment ' s capital tied up in stock is relatively high , but differs somewhat between the sales channels .
In the retail trade , sales are to some extent made through pre-orders compared with the promo market where delivery is made directly to orders . This means , for instance , that the retail customer places orders in the spring for goods to be delivered in the autumn . Approximately 50-55 % of sales in the retail trade take place through
026 // ANNUAL REPORT