New Wave Group, based in Gothenburg, is a dynamic growth-oriented company focused on creating, acquiring, and developing brands and products. With a decentralized organizational model, they provide a high level of autonomy to their subsidiary companies while leveraging the advantages of being part of a larger conglomerate. This approach ensures a balance between entrepreneurial spirit and the benefits of being part of a larger group.

The group operates in three core segments: Corporate, Sports & Leisure, and Gifts & Home Decor. Each segment has its own sales force but follows the overall strategy of the group. By coordinating design, procurement, marketing, inventory, and distribution, New Wave Group achieves synergies and offers a diverse range of products in the promotional and retail markets.

With approximately 70 operational companies and a vast portfolio of brands, New Wave Group promotes efficiency and benchmarking across different markets, brands, and subsidiaries. Their goal is to drive profitability, capital efficiency, and growth while maintaining a commitment to sustainability and corporate responsibility. From corporate gifts to sporting gear, New Wave Group has something for everyone