New Wave Group AB engages in the design, acquisition and development of brands and products. It operates through the following segments: Corporate, Sports & Leisure and Gifts & Home Furnishings. The Corporate segment consists of promowear, promotional gifts and workwear. The Sports & Leisure segment includes sportwear brands like AHEAD, Auclair, Craft, Cutter and Buck and Seger. The Gifts & Home Furnishings segment consists of brands such as Kosta Boda, Orrefors and Sagaform. The company was founded by Ulf Torsten Jansson in 1990 and is headquartered in Gothenburg, Sweden.