NWG // CEO COMMENTS
" The fourth quarter delivered a good and stable end to the year."
- Torsten Jansson
CEO
T o r s t e n J a n s s o n comments
2025 was in many ways a demanding year, but also one that clearly demonstrates the strength within New Wave Group. The market remained weak and volatile, marked by geopolitical uncertainty, unpredictable consumer demand, and significant currency effects. Despite this, we succeeded in surpassing SEK 10 billion in sales for the first time- an achievement I am both proud and pleased about.
This has not been a year where everything has been easy. On the contrary. But it has been a year in which we have once again proven that our business model remains robust even under challenging conditions.
We have showcased growth both organically and through acquisitions and have continuously gained market share. Although currency effects, particularly the strengthening of the Swedish krona, have negatively impacted our reported figures, the underlying performance remains stable. In local currencies, we achieved solid growth throughout the year, which is what matters most to me.
A strategically important acquisition
During the year, we completed the acquisition of Cotton Classics, one of the largest in the Group’ s history. It represents a strategically significant step that further strengthens our position within the corporate promo segment in Europe. Acquisitions of this scale always have a short-term impact on margins and earnings, but in the long run, I am convinced that this will be highly beneficial for New Wave Group.
A high investment pace- looking ahead
2025 was also a year marked by a high pace of investment. We invested in new warehouses, automation, business systems and IT- as well as in expansion across several markets, most notably in the United States and Europe. These initiatives have had an immediate impact on costs, but they are absolutely essential for building an even stronger company. I have said it many times before, and I will say it again: we invest for the future, even when the market is challenging, and we will maintain a high level of investment throughout 2026.
A strong financial position
Despite acquisitions, investments, and significant currency effects, our financial position remains solid. The balance sheet is stable, and during the year we also entered into a new long-term financing agreement that provides us with both security and strategic flexibility moving forward.
Optimistic for the future
The fourth quarter delivered a good and stable end to the year, with growth across all segments and within both the promo and retail divisions. This provides us with a strong foundation as we enter 2026.
I remain optimistic about the future. We have strong brands, dedicated employees, and an organization capable of delivering results while investing simultaneously. We continue to gain market share and create long-term value.
Finally, I would like to extend my sincere gratitude to all employees across the Group for the fantastic work carried out during the year, as well as to our customers, suppliers, and shareholders for your continued confidence.
The growth journey continues!
Gothenburg, spring 2026.
Torsten Jansson CEO
006 // ANNUAL REPORT