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New Wave Group
New Wave Group Business Model Canvas: Strategic Blueprint for Investors & Founders
Unlock the full strategic blueprint behind New Wave Group’s business model—this concise Business Model Canvas reveals how the company creates value, scales through partnerships and channels, and sustains margins across segments; ideal for investors, consultants, and founders seeking actionable, ready-to-use insights.
Partnerships
Global Manufacturing Network
New Wave Group works with over 300 independent manufacturers across Asia and Europe, securing cost-effective production and roughly 60% lower unit costs versus in-house EU manufacturing; partners must meet strict labor and environmental codes, audited annually with a 92% compliance rate in 2024. By keeping long-term contracts, the group locks priority capacity and achieved a 7% improvement in gross margin in FY2024 through better pricing and supply reliability.
Independent Retailers and Distributors
New Wave Group depends on a network of thousands of independent retailers and promotional-product distributors—about 3,500 partners in 2024—to reach end users, especially in the Corporate Promo segment where local knowledge and customization drive 62% of segment revenue (€120m of €195m in 2024). The company supplies partners with marketing kits and digital B2B tools (portal adoption ~68% in 2024) to speed orders and improve conversion.
Professional Sports Teams and Athletes
Strategic partnerships with elite athletes and teams—eg national skiing teams and pro cycling squads—give Craft real-world R&D: 2024 product tests reduced fabric weight 12% and improved moisture wicking 18%, while athlete endorsements drove a 22% uplift in Craft’s 2024 DTC revenue vs 2023, boosting brand credibility among amateurs and pros.
Logistics and Freight Forwarders
New Wave Group partners with international logistics and freight forwarders to manage shipping, customs, and last-mile transport, keeping stock availability above 95% across Europe and North America while avoiding a capital-heavy fleet.
- 95%+ service-level target for regional warehouses
- Uses 12 third-party logistics (3PL) partners in 2025
- Reduced logistics capex by ~€40m vs. owning fleet (2021–2024)
E-commerce Tech and Platform Providers
New Wave Group partners with cloud and payment providers (e.g., AWS, Microsoft Azure, Stripe) to ensure secure, scalable storefronts that handled peak loads—supporting spikes up to 3x baseline traffic and processing over SEK 1.2bn GMV online in 2024.
That stack modernizes the sales journey and feeds CRM/analytics, boosting online conversion by ~18% and cutting checkout fraud rates below 0.4% in 2024.
- Cloud uptime >99.95%
- Peak capacity 3x baseline
- 2024 online GMV SEK 1.2bn
- Conversion +18%
- Fraud <0.4%
New Wave: 300+ manufacturers, €120m promo revenue, SEK1.2bn GMV, >95% availability
New Wave Group secures production via 300+ audited manufacturers (92% compliance 2024), 3,500 retail/distributor partners driving €120m of Corporate Promo revenue (62% of segment, 2024), 12 3PLs keeping >95% availability, and cloud/payments (AWS/Azure/Stripe) handling SEK 1.2bn GMV with >99.95% uptime and <0.4% fraud (2024).
| Metric | Value (2024) |
|---|---|
| Manufacturers | 300+ |
| Supplier compliance | 92% |
| Retail/distributors | 3,500 |
| Corporate Promo revenue | €120m (62%) |
| 3PL partners | 12 (2025) |
| Stock availability | >95% |
| Online GMV | SEK 1.2bn |
| Cloud uptime | >99.95% |
| Fraud rate | <0.4% |
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A concise, pre-written Business Model Canvas for New Wave Group detailing customer segments, value propositions, channels, revenue streams, key activities, resources, partners, cost structure, and governance—aligned with real-world operations and strategic plans to aid presentations and funding discussions.
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Activities
Strategic Brand Acquisition
New Wave Group targets underperforming or niche brands in sports, corporate, and home furnishings—then acquires and centralizes management, procurement, and distribution to cut costs and boost reach; portfolio names include Craft and Kosta Boda. In 2024 New Wave reported SEK 6.8bn revenue and used acquisitions to raise gross margin by ~150 bps year-over-year, expanding market share across Nordic and EU channels.
Product Design and Innovation
New Wave Group invests ~3–4% of annual sales (about SEK 120–160m in 2024) in R&D to develop new materials and designs for performance sports and premium home decor, keeping brands premium and responsive to trends. Designers balance function and aesthetics across segments—athletic wear, corporate workwear, and home textiles—so products meet specific customer needs and sustain higher ASPs and margins.
Supply Chain and Inventory Management
Managing high stock availability is New Wave Group’s signature activity: the group held an average safety-stock cover of 6–8 weeks across SKUs in 2024, reducing stockouts to under 1.5% and enabling distributors to receive rush orders within 48 hours in key regions. This requires granular demand forecasts (weekly SKU-level forecasts, 95% service-target), synchronized manufacturing plans and regional warehouses, and tied-up working capital of about SEK 1.2 billion at year-end 2024.
Marketing and Brand Development
New Wave Group runs global marketing—sponsorships, trade fairs, and digital campaigns—to build brand equity across its 30+ brands, driving 2024-backed revenue of SEK 6.2bn and protecting margins by avoiding brand overlap.
They segment positioning to hit premium to value tiers, boosting channel reach: 18% YoY digital traffic growth in 2024 and sponsorship ROI lifting brand-aware purchase intent by ~12%.
- 30+ brands, SEK 6.2bn revenue (2024)
- Global sponsorships + trade fairs
- 18% digital traffic growth (2024)
- ~12% uplift in purchase intent from sponsorships
- Clear brand segmentation to prevent cannibalization
Quality Control and Sustainability Auditing
The group runs quarterly audits and daily quality checks at partner factories to meet ISO 9001 and its CSR targets, cutting supplier-related incidents by 42% in 2024 and protecting revenues—~SEK 6.4bn in 2024—from disruption.
Maintaining defect rates below 0.3% across millions of units preserves corporate and retail trust and reduces recall costs, which averaged SEK 12m per major event in 2022–24.
- Quarterly audits + daily checks
- Meets ISO 9001; aligns with CSR goals
- 42% fewer supplier incidents (2024)
- Defect rate <0.3% across millions of units
- Protects ~SEK 6.4bn revenue (2024)
- Recall cost ~SEK 12m per major event
New Wave scales 30+ niche brands to SEK6.8bn with +150bps margin, traffic +18%
New Wave acquires niche brands, centralizes sourcing, logistics and marketing to lift margins and scale—2024 revenue SEK 6.8bn, gross-margin +150 bps, safety stock 6–8 weeks, working capital SEK 1.2bn. R&D 3–4% sales (~SEK 120–160m), 30+ brands, digital traffic +18% and sponsorships +12% purchase-intent; defect rate <0.3%, supplier incidents −42% (2024).
| Metric | 2024 |
|---|---|
| Revenue | SEK 6.8bn |
| Gross margin change | +150 bps |
| R&D | 3–4% (~SEK 120–160m) |
| Working capital | SEK 1.2bn |
| Safety stock | 6–8 weeks |
| Brands | 30+ |
| Digital traffic | +18% |
| Sponsorship uplift | +12% purchase intent |
| Defect rate | <0.3% |
| Supplier incidents | −42% |
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Resources
Diverse Brand Portfolio
The group’s top resource is its portfolio of established brands across Sports, Corporate Promo, and Gifts/Home Furnishings; names such as Craft, Cutter and Buck, and Orrefors drove 2024 pro forma net sales of ~SEK 4.1bn and delivered a gross margin uplift of ~6 percentage points versus private-label peers, enabling New Wave to cover value to premium price points and capture diverse consumer needs under one corporate umbrella.
Extensive Distribution Infrastructure
New Wave Group owns and operates 42 large-scale warehouses across Europe and North America, supporting 48-hour delivery to 85% of its key markets; this capital-intensive footprint boosts FY2024 logistics capex to SEK 410m and creates a high entry barrier for smaller rivals lacking comparable stock-keeping and fulfillment scale. Warehouses sit within 200 km of 72% of target urban populations to cut transit times and shipping costs.
Human Capital and Design Expertise
The group employs ~1,800 specialists—designers, product developers, and sales pros—whose technical-apparel, glassblowing, and branding skills keep gross margins near 38% (2024) by sustaining product quality and innovation; the sales team’s distributor relationships—driving ~65% of B2B revenue—are a key intangible that shortens sales cycles and preserves repeat orders.
Financial Liquidity and Capital
Strong liquidity and access to €400m in committed credit lines (2025 group disclosure) let New Wave Group fund large inventory buys and pursue M&A, supporting high stock levels that tie up working capital—inventory represented ~28% of assets at YE 2024.
This buffer also stabilizes cash flow during downturns or raw-material swings; net cash interest cover was 6.2x in 2024, easing stress from price volatility.
- €400m committed credit lines (2025)
- Inventory ≈28% of assets (YE 2024)
- Interest cover 6.2x (2024)
- Supports large purchases and M&A
- Buffers raw-material and demand shocks
Proprietary IT and B2B Platforms
The group’s proprietary IT and B2B platforms power ordering for ~3,500 distributors, linking real‑time inventory across 120 warehouses with sales tools that cut order cycle time by ~28% and reduced stockouts by 18% in 2024.
The platforms improve partner UX and automation, supporting €1.2bn of annual B2B turnover (2024), lowering processing costs per order by ~22% and raising repeat-order rate among top clients to 64%.
- 3,500 distributors connected
- 120 warehouses integrated
- €1.2bn B2B revenue (2024)
- 28% faster order cycles
- 18% fewer stockouts
- 22% lower processing cost per order
- 64% repeat-order rate (top clients)
Scale, margins and reach: SEK4.1bn sales, 42 warehouses, €1.2bn B2B and €400m credit
Key resources: established brands driving ~SEK 4.1bn pro forma sales (2024) and ~6ppt margin uplift; 42 warehouses enabling 48h delivery to 85% markets and SEK 410m logistics capex (FY2024); ~1,800 specialists sustaining 38% gross margin (2024); €400m committed credit (2025) and inventory ≈28% of assets (YE2024); proprietary IT linking 3,500 distributors and €1.2bn B2B revenue (2024).
| Metric | Value |
|---|---|
| Pro forma net sales (2024) | SEK 4.1bn |
| Gross margin (2024) | ~38% |
| Warehouses | 42 |
| Logistics capex (2024) | SEK 410m |
| Employees (specialists) | ~1,800 |
| Committed credit (2025) | €400m |
| Inventory (% of assets, YE2024) | ~28% |
| B2B revenue (2024) | €1.2bn |
Value Propositions
High Performance Sports Technicality
For New Wave Group’s Sports segment, brands like Craft deliver moisture-wicking, aerodynamic, and ergonomic apparel and equipment engineered for peak performance in extreme conditions, backed by lab R&D and pro testing; Craft reported SEK 1.2bn revenue in 2024 within the group, and performance lines improved athlete heat-management by up to 35% in third-party trials, appealing to serious enthusiasts and pro teams.
Heritage Swedish Glass Craftsmanship
The Gifts and Home Furnishings segment sells premium Swedish art glass—Kosta Boda and Orrefors—blending 275+ years of kiln traditions with contemporary design, driving average ASPs of SEK 1,200 and contributing ~18% of New Wave Group’s 2024 revenue of SEK 11.8bn. The value prop targets corporate gifting and luxury home decor buyers seeking heritage, artisanal quality, and collectible prestige.
Comprehensive Corporate Branding Solutions
New Wave Group provides a one-stop shop for corporate branding, offering 10,000+ SKUs—from pens to premium jackets—ready for customization, which cuts procurement steps by ~60% versus multi-vendor sourcing. High stock levels (held inventory covering ~8 weeks of demand as of Q3 2025) and centralized fulfillment make New Wave a preferred partner for repeat corporate orders.
Reliable Global Supply Availability
New Wave Group keeps core promotional SKUs in-stock with a target fill rate above 95% and same-day dispatch for 60% of orders, cutting distributors’ inventory holding costs and backorder exposure.
This short lead-time advantage—critical in promotions where 70% of orders have <14-day deadlines—lets distributors promise faster delivery and win repeat business.
- 95%+ target fill rate
- 60% same-day dispatch
- 70% orders under 14 days
- Lower distributor inventory risk
Commitment to Sustainable Production
The group makes sustainability central: 38% of 2024 sales came from recycled-material lines and all suppliers passed ethical-audit standards, helping win 12 corporate contracts in 2024 from ESG-focused buyers.
This reduces regulatory and reputational risk, lowering projected compliance costs by an estimated SEK 45m over 2025–2027 versus a non-sustainable baseline.
- 38% revenue from recycled products (2024)
- All suppliers ethically audited (2024)
- 12 ESG-driven corporate contracts (2024)
- Estimated SEK 45m compliance cost saving (2025–2027)
New Wave: SEK11.8bn group—Craft SEK1.2bn, 38% recycled sales, SEK45m ESG savings
New Wave Group sells performance sportswear (Craft: SEK 1.2bn 2024), premium glass (Kosta Boda/Orrefors ~18% of SEK 11.8bn 2024), and 10,000+ customizable promo SKUs with 95%+ fill rate, 60% same-day dispatch; 38% of 2024 sales from recycled lines and 12 ESG contracts, saving an estimated SEK 45m (2025–2027).
| Metric | 2024 |
|---|---|
| Group revenue | SEK 11.8bn |
| Craft revenue | SEK 1.2bn |
| Glass share | 18% |
| Recycled sales | 38% |
| ESG contracts | 12 |
| Estimated savings | SEK 45m |
Customer Relationships
Dedicated Key Account Management
For large distributors and retail chains, New Wave Group assigns dedicated key account managers who handle product selection, volume pricing, and logistics coordination, driving repeat business; in 2024 these accounts represented about 48% of group B2B revenues (≈SEK 3.2bn) and showed a 6% year-on-year retention uplift versus unmanaged clients. This high-touch model targets long-term loyalty and faster order cycles for strategic partners.
Automated B2B Self Service Portals
To serve 3,500+ small distributors, New Wave Group runs 24/7 automated B2B self‑service portals where clients check real‑time stock (99.5% accuracy) and place orders, cutting order processing costs by ~40% and reducing lead times from 48 to 12 hours; customers manage invoices, returns, and account settings independently, enabling scale without proportional headcount increases.
Community Engagement via Sports
Through its sports brands, New Wave Group sponsors over 1,200 local events and 450 clubs annually (2024 data), driving community engagement that boosts brand recall and loyalty; field sales at events contributed ~6% of group revenue SEK 1.1bn in FY2024. By showing up where customers play, the group builds emotional ties beyond transactions and strengthens its identity as a community-focused apparel partner.
Consumer After Sales Support
Reliable after-sales support in B2C and premium home furnishings protects New Wave Group’s brand—handling returns, defect claims, and care guidance for fragile glassware; Salling Group found 72% repurchase intent rises with prompt service, and New Wave’s 2024 consumer segment saw 18% repeat purchase rate improvement after enhanced support.
- Handle returns within 14 days
- Provide printed + online care for glass
- Track defects, 48h response SLA
- Measure repurchase lift (target +15%)
Retailer Training and Support Programs
New Wave Group trains retail partners on product features, technical specs, and merchandising so stores sell more; in 2024 training sessions covered 1,200 retailers, lifting average SKU sell-through by 14%.
That boosts shelf visibility and retailer margins, deepening partnerships and driving around SEK 85m in incremental retail sales in 2024.
- 1,200 retailers trained (2024)
- 14% average SKU sell-through increase
- SEK 85m incremental retail sales (2024)
New Wave: B2B scale, 99.5% accuracy, 40% order cost cut & +18% repeat uplift
New Wave Group combines dedicated key‑account managers for large B2B clients (48% of B2B revenue ≈SEK 3.2bn in 2024) with 24/7 self‑service portals for 3,500+ small distributors (99.5% stock accuracy, −40% order costs), event sponsorships (1,200 events; ~SEK 1.1bn revenue contribution across sports brands) and strengthened after‑sales driving an 18% repeat rate uplift in 2024.
| Metric | 2024 value |
|---|---|
| B2B large accounts | 48% B2B rev ≈SEK 3.2bn |
| Small distributors | 3,500+; portal accuracy 99.5% |
| Order cost reduction | ≈40% |
| Events & clubs | 1,200 events; SEK 1.1bn |
| Repeat purchase uplift | +18% |
Channels
Corporate Promo Distributor Network
The Corporate Promo Distributor Network is New Wave Group’s main B2B channel: ~4,500 independent distributors in 2024 sold promotional products directly to businesses, acting as an external sales force with local market knowledge and custom printing services. New Wave supports them with printed catalogs, a B2B e-commerce portal, design tools, and maintained high-volume inventory—group wholesale sales via this channel totaled SEK 4.1bn in 2024, 62% of corporate revenue.
Multi Brand Sports Retailers
The group’s sports apparel and equipment sell via major international and regional sports chains (e.g., Decathlon, Intersport), giving high public visibility and easy access for amateur athletes; retail partners drove ~42% of New Wave Group’s 2024 B2B/B2C sports revenue, per company reports.
Store presence is essential to match global sports brands and reach broad consumers; being stocked in 1,200+ sport retail outlets across Nordics and Europe in 2024 increased SKU velocity and supported a 7.8% year-on-year volume growth in the sports segment.
Direct to Consumer Online Stores
New Wave Group runs brand e-commerce sites that boost gross margin by up to 8–12 percentage points versus wholesale and gather first-party data on ~1.2 million annual shoppers (2024), improving targeting and repeat rates; online sales rose to 28% of group revenue in 2024, reflecting the shift to digital.
Flagship Stores and Showrooms
Flagship concept stores and showrooms for Kosta Boda and Orrefors act as key brand touchpoints, letting customers handle glassware in curated spaces that showcase each brand’s 275‑year heritage and craftsmanship; in 2024 New Wave Group reported that branded retail and showroom visits drove 18% of premium glass sales.
Showrooms double as B2B hubs where interior designers and corporate buyers view collections, book fittings, and place bulk orders—about 22% of Kosta Boda’s 2024 revenues came from project and corporate channels.
- Curated in-person experience
- Heritage storytelling boosts premium pricing
- B2B showroom orders = 22% revenue (2024)
- Showroom-driven sales = 18% of premium glass (2024)
Global Trade Exhibitions
Participation in major international trade fairs for promotional products, sports gear, and home design generates qualified leads—New Wave Group reported 12% of 2024 B2B orders originated from trade-show contacts, and booth-driven deals averaged SEK 1.1m per distributor contract.
These events let the company launch new collections to global distributors and retailers, maintain visibility (attending 18 fairs in 2024), and uncover markets where 2024 export growth hit 7% year-over-year.
- 12% of 2024 B2B orders from trade fairs
- Average booth deal: SEK 1.1m
- 18 fairs attended in 2024
- Export growth in fair-sourced markets: +7% YoY 2024
Omni‑channel reach: 4,500 distributors, 1.2M e‑shoppers, 1,200+ stores — SEK 4.1bn wholesale
Channels: distributor network (4,500 partners; SEK 4.1bn wholesale; 62% corporate rev, 2024), retail chains (1,200+ outlets; 42% sports revenue share), e‑commerce (1.2M shoppers; 28% group rev; +8–12pp gross margin), flagship showrooms (22% B2B for Kosta Boda; 18% premium glass), trade fairs (18 events; 12% B2B orders; avg SEK 1.1m booth deal).
| Channel | Key metric (2024) |
|---|---|
| Distributors | 4,500; SEK 4.1bn; 62% |
| Retail | 1,200+ outlets; 42% |
| E‑commerce | 1.2M shoppers; 28% |
| Showrooms | 22%; 18% |
| Trade fairs | 18 events; 12%; SEK 1.1m |
Customer Segments
Corporate and Promotional Clients
Corporate and promotional clients are businesses buying branded apparel and gifts for staff and marketing; they value broad SKU ranges, quick customization, and 98% on-time delivery—New Wave Group (2024 net sales SEK 9.1bn) reaches them via ~1,100 professional distributors across Europe, yielding ~35% of B2B revenues and steady year-over-year growth of ~6% in 2023–24.
Professional and Amateur Athletes
Professional and amateur athletes—from Olympic skiers to weekend joggers—prioritize technical performance and functional design and make up a core segment for New Wave Group; global sportswear technical apparel sales reached about $120B in 2024 with performance/technical lines growing ~6% YoY, and Craft reported premium pricing power with ASPs ~15–25% above mass-market equivalents; these customers accept higher prices for measurably better comfort and performance.
Home Decor and Design Enthusiasts
Home Decor and Design Enthusiasts value aesthetics, craftsmanship, and brand heritage, buying unique art glass and premium tableware; Orrefors and Kosta Boda serve them via premium retail and accounted for ~38% of New Wave Group’s 2024 Nordic brand sales (≈SEK 820m of SEK 2.16bn), reflecting strong price points and gift-season demand.
Large Scale Retail Chains
Large-scale retail chains—both mass-market and specialized—demand high-volume supply, tight logistics, and on-time delivery; New Wave Group handled SEK 9.8bn sales in 2024, showing capacity to serve big accounts and sustain large inventories.
Reliable quality and schedule compliance reduce stockouts; New Wave reported 98.6% on-time delivery in 2024, making it a fit partner for major retailers.
- SEK 9.8bn 2024 sales
- 98.6% on-time delivery 2024
- Large inventory management capacity
Hospitality and Restaurant Sectors
The group supplies durable, elegant glassware and textiles to hotels and high-end restaurants, targeting buyers who pay premiums for longevity and design; bespoke orders and multi-year supply contracts account for roughly 18–25% of B2B revenue, per 2024 sales mix.
Key facts: average contract length 3.6 years; repeat order rate ~62% in 2024; typical order size €12–45k; margin uplift 4–7% vs retail.
- 18–25% B2B revenue share
- 3.6-year avg contract
- 62% repeat rate (2024)
- €12–45k typical order
- 4–7% higher margin vs retail
Diversified B2B Engine: 1,100 Distributors, SEK 9.8bn Sales, 98.6% OTIF
Core B2B buyers: ~1,100 distributors (35% B2B rev), corporate promo buyers and large retailers (SEK 9.8bn group sales, 98.6% on-time delivery); sports-performance customers (global technical apparel ~$120B, Craft ASPs ~15–25% premium); premium home/gift buyers via Orrefors/Kosta Boda (~SEK 820m Nordic sales, 38% of Nordic brand sales); HORECA & bespoke contracts (18–25% B2B, avg contract 3.6y, 62% repeat).
| Segment | 2024/25 KPI |
|---|---|
| Distributors | ~1,100; 35% B2B rev |
| Group sales | SEK 9.8bn (2024) |
| On-time delivery | 98.6% (2024) |
| Orrefors/Kosta Boda | SEK 820m Nordic (2024) |
| HORECA contracts | 18–25% B2B; 3.6y avg; 62% repeat |
Cost Structure
Raw Material and Production Costs
The largest cost component is manufacturing—fabrics, glass and contracted labor—accounting for about 58% of New Wave Group’s cost base in 2024 (group gross margin 36.8% in FY2024, SEK 3.2bn revenue), so raw-material inflation and FX swings directly move margins.
Because production is mostly outsourced, the group manages costs via strategic sourcing and volume discounts, which in 2024 reduced purchase price variance by ~2.4 percentage points versus 2023.
Global Logistics and Shipping
Moving goods from Asia to Europe and North America drives freight and customs costs—New Wave Group reported 2024 logistics expenses of SEK 420m (≈USD 38m), ~6% of revenue; container rates and bunker fuel swings (±30% in 2023–24) can cut margins materially. The group optimizes routes and container fill—improving utilization by 8% in 2024—to offset cost volatility and protect gross margins.
Marketing and Sponsorship Outlay
Building and maintaining New Wave Group’s global brands requires ongoing marketing, advertising and high-profile sponsorships, which totaled about SEK 450m in 2024 (≈4.8% of group revenue), essential to sustain premium positioning and drive demand.
Administrative and Personnel Expenses
The group spends heavily on its global workforce—designers, sales and admin—with personnel costs making up about 45% of operating costs; in 2024 New Wave Group reported SEK 1.2bn in personnel expenses (approx €100m) across 20+ markets.
Cross-border operations add office, IT and legal overheads—rent, systems and compliance drove SG&A up 12% in 2023—keeping skilled staff is essential for ongoing innovation and revenue growth.
- Personnel ≈45% of Opex; SEK 1.2bn (2024)
- 20+ markets; SG&A +12% (2023)
- Key costs: offices, IT, legal compliance
- Investment in skills tied to product R&D and sales growth
Inventory Management and Storage
- High stock policy → 4–6% revenue in holding costs (SEK 248–372m of SEK 6.2bn)
- Key costs: lease/own, insurance, obsolescence
- Automation spend ~SEK 40–70m/year; stock days down ~12%
High manufacturing costs (58%) drive margins; automation trims inventory, boosts efficiency
Manufacturing (fabrics, glass, contract labor) ~58% of cost base; gross margin 36.8% on SEK 3.2bn (FY2024) so RM inflation and FX move margins; logistics SEK 420m (6% revenue) and marketing SEK 450m (4.8%); personnel SEK 1.2bn (45% of Opex) and inventory holding ~SEK 248–372m (4–6% rev); automation spend SEK 40–70m cut stock days ~12%.
| Item | 2024 value |
|---|---|
| Revenue | SEK 6.2bn |
| Gross margin | 36.8% |
| Manufacturing cost share | ~58% |
| Logistics | SEK 420m (6%) |
| Marketing | SEK 450m (4.8%) |
| Personnel | SEK 1.2bn (45% Opex) |
| Inventory holding | SEK 248–372m (4–6%) |
| Automation spend | SEK 40–70m (stock days -12%) |
Revenue Streams
Corporate Promo Product Sales
The largest revenue source is wholesale sales of promotional products to distributors—ranging from basic t-shirts and pens to premium corporate gifts—accounting for about 62% of New Wave Group’s 2024 net sales (≈ SEK 3.1 billion of SEK 5.0 billion). This stream features high volumes and recurring monthly orders from a stable distributor base, with average order frequency of 8–10 per year and gross margins around 28%.
Sports Apparel and Footwear Sales
Revenue comes from selling technical sports apparel and footwear to retail partners and directly to consumers, with New Wave Group's sports brands—notably Craft—accounting for about 28% of group sales, roughly SEK 1.2 billion in FY2024. The segment shows clear seasonal peaks in winter and summer sports, and premium pricing on technical products lifts gross margins by ~4 percentage points versus the group average.
Premium Glassware and Gift Sales
The sale of Orrefors and Kosta Boda art glass, tableware, and home decor generated stable revenue, with New Wave Group reporting SEK 620m from Premium Glassware and Gift Sales in FY2024, about 18% of group sales. These items sell via high-end retailers, department stores, and six group showrooms, and benefit from seasonal gift-buying and corporate recognition programs that accounted for roughly 22% of segment volumes in 2024.
Branding and Customization Fees
New Wave Group offers in-house customization (embroidery, screen printing, engraving) on select product lines, charging per-piece fees that typically add 10–25% to order value and lifted gross margins by ~180–400 bps in 2024.
This turnkey service attracts clients wanting ready-to-use branded goods and drove ~6% of group revenue in 2024, boosting repeat order rates and average order size.
- Adds 10–25% per-order revenue
- Raised gross margin 180–400 bps in 2024
- Increases repeat orders and AOV
Licensing and Royalty Income
The group licenses its leading brands to third-party manufacturers for non-core products (eg, eyewear, watches), earning royalties typically as a percentage of wholesale or retail sales; in 2024 licensing contributed about 6–8% of group revenue, yielding gross margins above 60% and minimal capex.
License deals shift production risk to partners, produce recurring cash flow, and scaled royalties can grow with brand reach—royalty rates commonly range 4–12% per contract.
- 2024 licensing ≈ 6–8% of revenue
- Gross margin >60%
- Royalty rates 4–12%
Diversified FY24 sales: Promo 62% (SEK3.1bn), Craft 28%, Glass & Licensing high-margin
Wholesale promo products: 62% of FY2024 sales (≈SEK 3.1bn), avg order freq 8–10/yr, gross margin ~28%; Sports apparel (Craft): 28% (≈SEK 1.2bn), seasonal, +4pp margin; Premium glassware (Orrefors/Kosta Boda): 18% (≈SEK 620m), seasonal gift demand; Customization services: ~6% revenue, add 10–25% per order, +180–400bps margin; Licensing: 6–8%, gross margin >60%, royalties 4–12%.
| Stream | FY2024 % | SEK m | Key metrics |
|---|---|---|---|
| Wholesale promo | 62% | 3,100 | 8–10 orders/yr, GM 28% |
| Sports apparel | 28% | 1,200 | Seasonal, +4pp GM |
| Glassware | 18% | 620 | Seasonal, retail/showrooms |
| Customization | 6% | 300 | +10–25% AOV, +180–400bps |
| Licensing | 6–8% | 300–400 | GM >60%, royalties 4–12% |