NWG Annual Report 2019 - EN NWG Annual Report 2019 - EN | Page 14

NWG // IN THE WORLD
USA
26%
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 profitability and
good growth have been achieved, more promo brands
can be launched and the retail market targeted.
Sales activity in
own subsidiary
Sweden, Belgium, Denmark,
Finland, France, Iceland, Italy,
Canada, China, The Netherlands,
Norway, Poland, Switzerland, Spain,
Great Britain, Germany, USA and Austria
014 // ANNUAL REPORT
If distributors handle the launches, retail launches
can be carried out without promo launches. New
Wave Group regularly invests a share of its operating
profits in new markets. New Wave Group currently has
subsidiaries in 18 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