Does New Wave Group say it believes in sustainable brand-led growth and why should investors care?
New Wave Group says it believes in branded, sustainable growth; that matters because net sales reached SEK 10,019 million in 2025 and the group reports presence in 28 countries, signalling scale and market reach.
The group employs 2,730 people and splits revenue: Corporate 51%, Sports & Leisure 41%, Gifts & Home Furnishings 9%. See product focus: New Wave Group SWOT Analysis
Key Takeaways
- New Wave Group stands for building a diversified branded corporate platform selling promotional and workwear across 28 countries.
- It aims to grow North American presence with a 2025-2026 expansion into Canada and the USA to boost revenue and reach.
- The defining principle is disciplined brand-led diversification, balancing product categories and geographies.
- In 2025 the story is credible: SEK 10,019 million revenue and 26% from North America, but execution must close a margin gap (actual 11.4% vs target 20%).
What Does New Wave Group Say It Believes In?
The New Wave Group's mission is 'to be the leading supplier of profile clothing, promotional products and supply services through a multi-brand strategy that delivers long-term, profitable growth for customers, employees and owners.'
The mission means growing a multi-brand portfolio that supplies uniforms, promo merchandise and branded products to corporate and retail customers while balancing profitability and stakeholder value.
Main Purpose: Scale a Multi-Brand Supplier
Focuses on building scale via brand acquisitions and broad product assortments to serve uniform, promotional and retail channels.
Primary Focus: B2B Customers and Partners
Emphasis is on B2B clients-two-thirds of sales come from the B2B promotional channel-while also serving retail through owned brands.
Promised Value: Reliable Supply and Brand Reach
Promises consistent sourcing, wide brand choice and volume-driven pricing to deliver value to corporate customers and resellers.
Strategic Orientation: Growth through M&A and Sourcing
Strategy centers on acquiring about 50 brands to drive scale, plus global direct procurement via buying offices in China, India, Vietnam, Bangladesh and Egypt.
Specificity: Clear on channels, broad on social goals
The mission is concrete on commercial model and targets but generic on sustainability and CSR specifics.
Business Fit: Aligned with products and markets
The mission ties directly to supplying profile clothing, promo products and services across B2B and retail, supporting the group's market role.
The mission reads clear and commercially relevant: growth-oriented, acquisition-led, B2B-focused, though it needs more explicit sustainability and CSR metrics to be fully meaningful.
What the Company Says It Believes In: Two-thirds of sales via B2B promo; targeting ~50 brands for scale; direct procurement from buying offices in China, India, Vietnam, Bangladesh and Egypt. Read more on competitors Who New Wave Group Company Competes With
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What Future Does New Wave Group Say It Wants?
The Company's vision is 'to be a leading, sustainable provider of workwear and corporate apparel that combines design, quality and responsibility'.
New Wave Group's vision signals future-focused growth combining market-leading brands with sustainability and responsible sourcing to scale global apparel solutions.
Future workplace apparel and sustainability
The company aims to shape professional apparel that meets corporate and public-sector needs while raising environmental and social standards.
Scale: Nordic leader, global ambitions
Vision targets market leadership in the Nordics with expansion into Canada and select global channels, implying regional dominance and international reach.
Main strategic direction: profitable brand growth
Strategy centers on brand launches, channel expansion, and margin improvement to secure long-term operating margin targets.
Ambition level: measurable and financial
Targets are concrete-aiming for 10-20% annual growth over a cycle and a 20% operating margin-so ambition is bold but quantifiable.
Distinctiveness: sector-focused with sustainability
Vision links apparel design to sustainability and corporate responsibility, which differentiates New Wave Group meaning from generic retail statements.
Fit with current position: aligned and actionable
Aligned with recent results: core brands, e – commerce growth, and documented sustainability reporting support the stated direction.
The vision reads credible and relevant: financially specific, sustainability – oriented, and aligned with current brand expansion plans including planned 2025-2026 launches.
What Future It Says It Wants
Targets 10-20% annual growth over a business cycle (5-10% organic) and a 20% long – term operating margin; expansion in 2025-2026 includes ProJob and Harvest/Printer brand launches in Canada; see How New Wave Group Company Runs.
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What Values Does New Wave Group Talk About Most?
New Wave Group values sustainability, financial robustness, and operational excellence, emphasizing responsible products and stable governance. These priorities-ethical sourcing, high solvency, and supply-chain performance-appear central to New Wave Group meaning and mission.
Sustainable product responsibility
Focuses on increasing sustainable attributes across assortments, aiming for 90% of textile and 50% of hardline products by 2025, showing product-level environmental commitment.
Financial stability and equity strength
Defines solvency as a core metric with a target of at least 40% over a business cycle and reported an equity ratio of 63.7% at end-2024, underlining conservative funding and investor-focused governance.
Operational excellence and delivery
Puts supply-chain KPIs front and center: target OTIF (on-time in-full) above 95% and SKU rationalization to cut specific SKU counts by 15%, stressing reliability and cost-efficiency.
Corporate responsibility and ethical sourcing
Frames CSR through product standards, supplier requirements, and community engagement, linking New Wave Group sustainability policy and initiatives to brand trust and market positioning.
These values read as focused and measurable rather than vague-sustainability, solvency, OTIF, and SKU targets give concrete shape to what does New Wave Group stand for; see where these targets play out in practice Where New Wave Group Company Is Going.
What values it talks about most: Sustainability targets-90% textile, 50% hardline by 2025; solvency target 40%; OTIF > 95%; SKU reduction 15%; equity ratio 63.7% end-2024.
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Where Do New Wave Group's Ideas Show Up in Real Life?
New Wave Group meaning shows up in product lines, sourcing choices, and investment priorities-visible in store assortments and sourcing reports; the mission and New Wave Group values drive decisions on sustainability, sourcing, and capital allocation in daily operations.
Where Those Ideas Show Up in Real Life
The clearest evidence of New Wave Group mission and values is product leadership combined with sustainability targets and supply – chain concentration that shape operational choices.
- Product or service alignment: Brands like Craft (technical sportswear) and Cutter & Buck (premium golf) show product leadership and portfolio focus.
- Strategy or leadership decisions: The United States contributes 24% of net sales, guiding market investment and go – to – market priorities.
- Culture, people, or internal behavior: Investments in automation and sourcing transparency influence hiring and skills development.
- Customer experience or external actions: Sustainability and premium brand positioning drive customer promises and product responsibility.
Products and Services: Brand-led assortment and responsibility
Product leadership appears through specialized brands (Craft, Cutter & Buck) and a shift in materials-over 70% of the textile collection transitioned to recycled or organic materials by 2025.
Strategy and Expansion Choices: Market and capital focus
Strategic priorities concentrate on the US market (24% of net sales) and targeted M&A; SEK 296.8 million capital investment in 2024 prioritized warehouse automation to scale distribution.
Operations and Execution: Sourcing concentration and efficiency
China is the primary sourcing hub, representing 53% of total purchasing volume, which shapes procurement risk management and supplier engagement.
Culture and People: Skills for automation and sustainability
Hiring emphasizes logistics, automation, and sustainability expertise; leadership ties New Wave Group corporate social responsibility to measurable material and sourcing targets.
Customer Experience or Public Actions: Sustainability and product quality
Public commitments on recycled/organic textiles and product responsibility influence customer trust and brand positioning in premium and technical segments.
The Strongest Real-World Example
Capital deployment of SEK 296.8 million in 2024 for warehouse automation, combined with > 70% sustainable textile share by 2025, shows values moving from policy to execution; see who the company serves for context: Who New Wave Group Company Serves
Overall, New Wave Group mission statement and values are embedded in product leadership, concentrated sourcing (China 53%), market focus (US 24%), and measurable sustainability shifts, supporting the next chapter on how the company communicates these commitments.
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How Does New Wave Group Talk About These Ideas?
New Wave Group presents its mission, vision, and values concisely across customer-facing product pages and investor materials, emphasizing brand stewardship, responsible sourcing, and growth; these statements appear on the corporate website, annual report, sustainability disclosures, and recruitment pages for employees and partners.
Website and Official Messaging
The company uses its website and downloadable reports to state New Wave Group meaning and New Wave Group mission, pairing brand-level positioning with product responsibility and sustainability policy and initiatives for customers and retailers.
Leadership and Investor Communication
Executive commentary and NASDAQ Stockholm filings, including the February 2026 Year-End Report, link financial performance to New Wave Group values and investor relations and governance; CEO Torsten Jansson highlights region-specific growth in quarterly updates.
Employee and Culture Communication
Careers pages and internal communications frame New Wave Group company culture and employee benefits around talent development, ethical sourcing, and product responsibility, reinforcing the New Wave Group mission statement and values to staff.
Consistency Across Touchpoints
Messaging is generally consistent: sustainability disclosures now align with EU CSRD/ESRS standards since 2024 and annual reports integrate New Wave Group sustainability metrics, though product pages vary in depth on environmental commitments and goals.
How the Company Talks About Them
- Performance reported via NASDAQ Stockholm filings, including the February 2026 Year-End Report showing group revenue trends and margin commentary.
- Sustainability disclosures aligned with EU CSRD/ESRS reporting standards beginning in 2024, with KPIs on supplier audits and emissions.
- CEO Torsten Jansson uses quarterly updates to note region growth, e.g., an 8% increase in Nordics excl. Sweden in Q4 2024.
- See further detail in this company overview: What New Wave Group Company Stands For
Related Blogs
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- How Does New Wave Group Company Actually Work?
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- Where Is New Wave Group Company Going Next?
- Who Does New Wave Group Company Serve?
- Who Does New Wave Group Company Compete With?
Frequently Asked Questions
New Wave Group says it believes in a multi-brand strategy that delivers long-term, profitable growth for customers, employees and owners. Its mission focuses on being a leading supplier of profile clothing, promotional products and supply services while balancing scale, reliability and stakeholder value.
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