NWG // ABOUT THE GROUP
SEK million SEK million
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Growth in net sales and result for the year
Net sales
Result for the year
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10 000 9 500 9 000 8 500 8 000 7 500 7 000 6 500 6 000 5 500 5 000 4 500 4 000 3 500 3 000 2 500 2 000 1 500 1 000
500 0
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97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 |
1 300 1 200 1 100 1 000 900 800 700 600 500 400 300 200 100 0 |
New Wave Group ' s values
New Wave Group is a decentralized organization 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 ”. Some of the other key values are ;
# It takes hard work to outperform competitors
# Employees must have the conviction to take initiative and to learn from their mistakes in a decentralized organization
# Customer focus is a central principle for the organization as a whole and imperative to doing our utmost
History
New Wave Group was established in 1991 in Sweden and Norway and in 1994 in Finland . In these markets , the Group ranks as the market leader in promowear . In 1996 Craft was acquired , which established sales in the retail sales channel . New Wave ' s share , Series B , was listed on the Stockholm Stock Exchange in 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 distributor of Craft ’ s products was 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 promowear . In 2022 , B . T . C . Activewear Ltd was acquired , which is the UK ’ s third largest profile clothing wholesaler . On July 1 , 2023 New Wave Group acquired 100 % of the shares in the Swedish outdoor company Tenson AB .
The Group has gradually expanded and set up organizations in Europe , North America and Asia . New Wave Group has established sales organizations and its own subsidiaries in 19 countries . Sales in non-Swedish markets make up about 79 % of the Group ’ s sales and amount to SEK 7,498.7 million . Sweden and the United States are the Group ’ s most important markets and together they constitute 44 % of the Group ’ s turnover .
ANNUAL REPORT // 011