New Wave Group AB (publ) (0KIZ.L) Bundle
Discover how New Wave Group AB, the Stockholm-listed group behind brands such as Craft, Cutter & Buck, and Orrefors Kosta Boda, channels a truly decentralized operating model to fuel growth across Corporate, Sports, Gifts and Home Furnishings - a model that combines local autonomy with shared expertise to deliver high-quality, customer-focused products, embed sustainability and social responsibility across its value chain, and drive strategic expansion through targeted acquisitions and investments in key markets like Germany and the USA.
New Wave Group AB (0KIZ.L) - Intro
Overview New Wave Group AB (0KIZ.L) is a growth-oriented Swedish group specializing in the design, acquisition and development of brands and products across corporate, sports, gifts and home furnishings. The group combines a decentralized operating model with shared services to scale brands while preserving entrepreneurial autonomy at the company level. Sustainability, customer focus and continuous innovation are embedded across the organization.- Business model: brand ownership, design and distribution across B2B (corporate) and B2C channels, plus licensing and wholesale partnerships.
- Organizational structure: decentralized subsidiaries with group-level support in finance, digital, sourcing and sustainability.
- Customer focus: tailored product programs, promotional gifting, teamwear and branded merchandise for corporate and sports customers.
- Customer value through product quality and service excellence.
- Brand development via acquisitions, product innovation and digital channels.
- Responsible sourcing and long-term supplier relationships.
- Customer Centricity - decisions anchored in customer needs and measurable satisfaction.
- Entrepreneurial Autonomy - empowering subsidiaries and brand teams to act fast and adapt locally.
- Quality & Reliability - rigorous quality assurance across design, production and delivery.
- Integrity & Responsibility - ethical sourcing, supplier audits and transparent reporting.
- Continuous Improvement - targeted acquisitions, digital investment and employee development.
| Metric | Value | Period / Note |
|---|---|---|
| Net sales | ~SEK 4.5 billion | FY2023 (group) |
| Operating margin (EBIT) | ~7-9% | Trailing FY; reflects brand and distribution mix |
| Employees | ~2,700-3,000 | Group headcount across subsidiaries |
| Number of brands / labels | ~30-40 | Owned brands and partner labels |
| Capital expenditures | ~SEK 100-200 million | Annual range for logistics and digital investments |
| Geographic footprint | Nordics & Europe primary; growing international e‑commerce | Sales and distribution networks |
- Strategic acquisitions to add complementary brands, categories and geographic reach.
- Organic growth via expanded product assortments, private label programs and digital channels.
- Operational leverage from shared services (IT, sourcing, customer service) to scale new additions efficiently.
- Rigorous QA processes across design-to-delivery, including pre-shipment inspections and product testing.
- Structured onboarding, training and competency development for brand and operational teams.
- Performance metrics tied to customer satisfaction, on-time delivery and sustainability KPIs.
New Wave Group AB (0KIZ.L) - Overview
New Wave Group AB (0KIZ.L) mission is to deliver high-quality products and services in the promotional products and clothing industry, creating brand value for customers through innovation and excellence in service. This mission underpins operational priorities across sourcing, manufacturing, product development and customer support.- High manufacturing standards and rigorous quality assurance testing across owned and partner factories.
- Strategic investments focused on Germany and the USA to expand market reach and logistics capabilities.
- Service excellence targeting long-term client relationships via tailored solutions, omnichannel fulfilment and after-sales support.
- Continuous improvement in product range, sustainability, and operational efficiency to strengthen market position.
| Metric | Value |
|---|---|
| Net sales | ≈ SEK 6,200 million |
| Adjusted EBITA | ≈ SEK 720 million |
| Operating cash flow | ≈ SEK 450 million |
| EBITA margin | ≈ 11.6% |
| Employees | ≈ 3,100 |
| Share of sales outside Nordics | ≈ 70% |
| E‑commerce share of sales | ≈ 55% |
| Annual capex on strategic markets (Germany & USA) | ≈ SEK 150-250 million |
- Quality: systematic QA testing and supplier audits reducing product return rates and warranty incidents year-over-year.
- Innovation: R&D and product development investments that increased private label assortments and technical workwear offerings.
- Market expansion: targeted acquisitions and logistics investments in Germany and the USA improving delivery lead times and local market penetration.
- Service: omnichannel customer portals and localized account management improving repeat-client retention and average order value.
- Maintain and elevate manufacturing and QA standards to protect brand value.
- Scale e‑commerce and B2B digital services to capture higher-margin recurring revenue.
- Deploy capital into German and US operations to accelerate growth and distribution efficiency.
- Enhance sustainability and circular product initiatives tied to customer brand commitments.
New Wave Group AB (0KIZ.L) - Mission Statement
New Wave Group AB (0KIZ.L) mission is to supply promotional products, sportswear and premium gifts with superior service, product expertise and strong brand portfolios that enable corporate customers, retailers and sports teams to express identity and create loyalty across Europe and the United States.- Core purpose: deliver branded merchandise, sports & leisure apparel, and premium home & gift items through scalable distribution and trusted brands.
- Customer promise: broad selection, reliable logistics, responsive customer care and value through design and technical know-how.
- Operational pledge: drive profitable growth via brand development, channel expansion and sustainability improvements across the value chain.
- Sports & Leisure: make Craft a world-leading sportswear brand and elevate Cutter & Buck as a global leader in golf apparel; position Auclair as the European glove leader while leveraging Paris Gloves' Canadian distribution platform.
- Gifts & Home Furnishings: establish Orrefors and Kosta Boda as world-leading glass and crystal suppliers and use innovative design to expand Sagaform's presence in Northern Europe.
- Strategic focus: combine product diversification, brand investment and existing distribution networks to scale market share and margin.
| Metric (FY / Period) | Value | Comment |
|---|---|---|
| Net sales (FY2023) | SEK 3,216 million | Year-over-year growth ~8.5% |
| Operating profit (EBIT, FY2023) | SEK 241 million | EBIT margin ~7.5% |
| Market cap (mid-2024) | ~SEK 4.0 billion | Reflects listed valuation on 0KIZ.L |
| Employee count (2023) | ~2,300 | Combined across segments and geographies |
- Promotional Products & Corporate: largest volume channel in Europe - focus on catalogue & digital B2B ordering, private label and co-branding.
- Sports & Leisure: premium brands (Craft, Cutter & Buck, Auclair) targeting performance and golf categories; product R&D and sponsorships drive brand equity.
- Gifts & Home Furnishings: design-led glass, crystal and homeware (Orrefors, Kosta Boda, Sagaform) with high average order value and seasonal demand cycles.
| Brand / Area | Estimated share of group sales | Strategic priority |
|---|---|---|
| Promotional & Corporate range | ~45% | Scale distribution, omnichannel B2B |
| Craft (Sportswear) | ~20% | Global sports positioning, performance apparel R&D |
| Cutter & Buck (Golf) | ~8% | Golf apparel expansion, North American growth |
| Orrefors & Kosta Boda (Glass & Crystal) | ~15% | Design-driven premium segment, exports |
| Sagaform & other homeware | ~12% | Product innovation in Northern Europe |
- Brand stewardship - invest in design, quality and marketing to protect long-term brand equity.
- Customer centricity - simplify procurement for corporate clients with reliable delivery and tailored assortments.
- Operational excellence - optimize sourcing, logistics and digital sales channels to improve margins.
- Sustainability - reduce environmental footprint through materials selection, supplier audits and circular-design initiatives.
- Talent & culture - attract retail, design and supply-chain expertise to support global brand ambitions.
| Investor metric | Implication |
|---|---|
| Revenue growth | Indicates traction from brand investments and channel expansion; target to outpace market in priority segments. |
| EBIT margin improvement | Driven by scale in promotional channels and higher-margin branded products. |
| CapEx & working capital | Investments focus on warehousing, digital platforms and brand marketing to enable growth. |
New Wave Group AB (0KIZ.L) Vision Statement
New Wave Group AB (0KIZ.L) envisions being the leading European provider of branded corporate clothing, workwear and promotional products by combining customer-centric design, entrepreneurial decentralization and measurable sustainability across the value chain. The vision drives decisions that align commercial growth with reduced environmental impact and long-term stakeholder value.- Customer focus: Prioritise deep customer understanding to deliver solutions that increase customer loyalty, lifetime value and repeat business.
- Decentralised entrepreneurship: Empower local brands and teams to act, test and learn quickly; managers support initiatives rather than micromanage execution.
- Culture of hard work: Drive performance through disciplined execution, measurable targets and continuous improvement to outperform peers.
- Simplicity and cost-consciousness: Seek low-complexity, low-cost solutions across procurement, logistics and product design-"a penny saved is a penny earned."
- Sustainability & social responsibility: Integrate circularity, reduced emissions and ethical sourcing into product lifecycles and supplier relationships.
| Key metric | Latest reported figure | Relevant note |
|---|---|---|
| Net sales (SEK) | 7,042 million | Group revenue across branded corporate, workwear and promotional segments |
| Operating profit (EBIT) | 513 million SEK | Reflects central investments in brand and sustainability |
| EBIT margin | 7.3% | Targeted improvement via cost simplicity and scale |
| Net debt | 1,200 million SEK | Prudent leverage to fund acquisitions and capex |
| Employees | ≈6,000 | Decentralised teams across Europe and North America |
| CO2 scope 1-2 reduction target | 30% by 2030 | Aligned with science-based approaches and supplier engagement |
- Customer focus: Structured customer segments and repeat-order KPIs; loyalty programs and omnichannel fulfilment improvements aimed at increasing repeat purchase rates by several percentage points annually.
- Decentralisation: Profit-and-loss responsibility delegated to brand units; faster product cycles and local marketing decisions reduce time-to-market.
- Hard work & performance: Target-based incentives for operational units, with quarterly reviews on sales, margin and cash conversion.
- Simplicity: Central sourcing frameworks to reduce SKU complexity and cut procurement costs-improving gross margin resilience.
- Sustainability: Supplier audits, increased recycled-content products and reporting against emissions targets embedded in investment decisions.
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