OTHER COUNTRIES 8 %
USA 25 %
SOUTHERN EUROPE 10 %
NEW WAVE GROUP IN THE WORLD
New Wave Group has evolved from a market-leading player in the Nordic countries to a prominent player in several other markets . This applies to all operating segments . The Group works with strong international brands such as Craft , Cutter & Buck , Orrefors and Kosta Boda .
The Group ’ s business strategy entails launching brands and developing concepts on new markets . The company ’ s tactics for foreign launches involves only targeting the corporate promo market to start with one or a couple of the Group ’ s brands . Business must be conducted with low costs to limit the financial risks . When satisfactory profitability and good growth have been achieved , more promo brands can be launched and the retail market targeted . If distributors handle the launches , retail launches can be carried out without promo launches , such as in the case of the Craft launch in the USA . New Wave Group regularly invests a share of its operating profits in new markets . New Wave Group currently has subsidiaries in 17 countries and has carried out 205 launches under its existing brands . By solely introducing the Group ’ s existing concepts in countries where the Group already has its own organisations , at least 220 new launches remain to be carried out .
NET SALES PER GEOGRAPHICAL AREA |
|
|
|
|
|
SEK million |
Share of |
|
Share of |
Change , |
Percentage |
2017 |
net sales |
2016 |
net sales |
SEK million |
change |
Sweden |
1 31 7. 0 |
24 % |
1 236.4 |
24 % |
80.6 |
7 % |
USA |
1 400.5 |
25 % |
1 381.1 |
26 % |
19.4 |
1 % |
Nordic region excl Sweden |
760.5 |
14 % |
739.5 |
14 % |
21.0 |
3 % |
Central Europe |
1 062.5 |
19 % |
996.8 |
19 % |
65.7 |
7 % |
Southern Europe |
577.6 |
10 % |
524.4 |
10 % |
53.2 |
10 % |
Other Countries |
479.1 |
8 % |
358.9 |
7 % |
120.2 |
33 % |
Total |
5 597.3 |
100 % |
5 237.1 |
100 % |
360.2 |
7 % |
12 | NWG 2017