NWG // ABOUT THE GROUP
SEK million SEK million
Growth in net sales and result for the year
Net sales Result for the year
10 500
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 1500 1000
500 0
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 24
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. In 2024, Craft began its investment in Teamwear in the USA and the group continues to automate its warehouses. 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 80 % of the Group’ s sales and amount to SEK 7,583.2 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