New Wave Group AB (publ) (NEWA-B.ST) Research

Established in 1989 and headquartered in Gothenburg, Sweden, New Wave Group AB (publ) is an international firm dedicated to designing, acquiring, and nurturing brands and products across several key areas: corporate promotion, sports and leisure, and gifts and home furnishings. Its global reach encompasses markets in Sweden, the United States, Central Europe, the rest of the Nordic region, Southern Europe, and beyond. The company operates through three distinct segments. The Corporate segment provides a comprehensive range of promotional clothing, including items suitable for custom branding, general leisurewear, work apparel, and sportswear. It also offers corporate gifts such as writing instruments, power banks, bags, and household linens, alongside specialized workwear – from undergarments to flame-protective outerwear – for professionals in fields like construction, hospitality, and transport. Notable brands within this segment include D.A.D Sportswear, James Harvest Sportswear, Printer, Clique, and Jobman. The Sports & Leisure segment focuses on apparel and footwear for various active pursuits like sports, golf, hunting, and fishing. Its portfolio features brands such as Cutter & Buck, Craft, Clique, and Speedo. Lastly, the Gifts & Home Furnishings segment curates a selection of decorative items and presents, under well-regarded brands like Orrefors, Kosta Boda, Lord Nelson, and Sagaform.

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