Slides
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NEW WAVE GROUP SEB Nordic Seminar 2026
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Own purchasing offices Sales acitivity in own subsidiary THIS IS NWG New Wave Group is a growth-oriented international company with high decentralization that creates, acquires, and develops brands and products within the business segments of Corporate, Sports & Leisure, and Gifts & Home Furnishings. The growth target over an economic cycle is 10–20% per year, of which 5–10% is organic growth, with an operating margin of 20%. In addition, New Wave Group has a solvency target of at least 40% over a business cycle. 2,500 EMPLOYEES 29 COUNTRIES 10 SALES BILLION SEK THIS IS NWG 2026 2 NORTH AMERICA 23% BENELUX 14% SWEDEN 20% OTHER NORDIC COUNTRIES 12% REST OF EUROPE 23% ASIA 5%
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OUR OPERATING SEGMENTS AND SALES CHANNELS 3 i CORPORATE SPORTS & LEISURE GIFTS & HOME FURNISHINGS TRADEMARKS NWG Our brands are categorized according to which of our three operating segments it belongs to: Corporate, Sports & Leisure or Gifts & Home Furnishings. The brands are distributed in both the promo market and the retail market to achieve good risk diversification.
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GROWTH AND PROFITABILITY TARGETS FINANCIAL INFORMATION 2026 4 New Wave Group strives for a sustainable and profitable sales growth through expansion. Over a period of one business cycle: Growth target for the Group between 10 and 20% per year, of which between 5 and 10% is organic growth Operating margin of 20%. In addition, New Wave Group aims for at least 40% equity ratio over one business cycle Sales growth, % Operating margin, % Equity ratio, %
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NWG HISTORY FINANCIAL INFORMATION 2026
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NET SALES PER GEOGRAPHIC AREA FINANCIAL INFORMATION 2026 6 North America Sweden Benelux Nordic countries excl Sweden Rest of Europe Other countries MSEK 2024 SHARES OF NET SALES 2023 SHARES OF NET SALES North America 2,485 26% 2,463 26% Sweden 1,946 20% 2,014 21% Benelux 1,381 14% 1,311 14% Nordic countries excl. Sweden 1,098 12% 1,075 11% Rest of Europe 2,157 23% 2,204 23% Other Countries 462 5% 446 5% Total 9,529 100% 9,513 100% CORPORATE SPORTS & LEISURE GIFTS & HOME FURNISHINGS CHANGE -4,00% -3,00% -2,00% -1,00% 0,00% 1,00% 2,00% 3,00% 4,00% 5,00% 6,00% 0 500 1000 1500 2000 2500 3000
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FINANCIAL INFORMATION 2026 7 NWG actively coordinates its logistics flow to achieve long-term sustainability and cost-efficiency. Most of NWG’s products are manufactured in Asia. To maintain close relationships with its customers, NWG delivers goods to both central and local warehouses. Buying offices EXTERNAL SUPPLIERS AND LOGISTICS LOGISTICS AND INVENTORY Gothenburg (Sweden) Bengaluru (India) Alexandria (Egypt) Dhaka (Bangladesh) Shanghai (China) Ho Chi Minh City (Vietnam) Cortaillod (Switzerland)
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+80.000 NEW WAVE GROUP 2026 9 Buying customers 2.000 SEK avg order value
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FINANCIAL INFORMATION 2026 THE EUROPEAN PROMOTIONAL ITEM TOP TEN MARKET 2019 MEUR 11.974* Source: PSI 10 * Total market estimated to MEUR 14,949
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11 HOW ARE THESE PRODUCTS RELATED? FINANCIAL INFORMATION 2026
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We develop New Wave Group’s assortment based on needs… NEW WAVE GROUP 2026 12 …and to create an offer for companies and associations that no other supplier can!
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EXAMPLE - HAMMARBY FINANCIAL INFORMATION 2026 At the match On the pitch, training & youth On the way to the match In the stands In the shower On the beach In everyday life In the kitchen The caretaker For the coffee For the beer 13
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BEST SELLING PRODUCTS NEW WAVE GROUP 2026 14
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To WHOM are we selling our products? NEW WAVE GROUP 2026 15 E-retailers Promo- distributor Sport-retail Fashion stores Workwear- stores Brands Building supply stores Grocery stores Screen- printers/Printing companies
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WHERE are our products used? NEW WAVE GROUP 2026 Towns/ Municipalites, Counties Workwear* Events* Retailers Healthcare School sweatshirts Clubs Trade fairs Kick-offs / Company Events Merchandise Promotional merchandise* 16
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WORKWEAR FINANCIAL INFORMATION 2026 Warehouses Staffing Reception, office staff Factories Carpenters / Tradesman Transport- sector Emergency Services Retail- employees Healthcare
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EVENTS FINANCIAL INFORMATION 2026 Concerts Festivals Sport races, ex Marathon, Swimrun, Triathlon Playoff games Exhibitions Congresses Sport event ex Handball, Football, Flooball Championships ex Gothia Cup, World Championships
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NEW WAVE GROUP 2026 20 WHAT IS A PROMOTIONAL ITEM? any product made with the primary purpose of being branded and used in a commercial context / interaction, either worn (promo wear), given (giveaway /business gift*) or sold (merchandise)
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THE QUARTER 2026 21 STOCK
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SALES CHANNELS SALES CHANNELS 2026 23 NWG wholesaler Buyer: Retail stores E-commerce Stockholding Base orders End consumer: - Private individuals NWG wholesaler Reseller Non- stockholding Companies Organizations Events Football clubs, Schools etc. End consumer: - Employees - Members of clubs or schools - Athletes - Fans Sale starts Sale startsRETAIL 1/3 of NWG’ s net sales PROMO 2/3 of NWG’ s net sales Retail stores E-commerce
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24 SALES CHANNELS 2026 24 NWG sales companies PROMO RETAIL External wholesaler Corporate end customers Corporate end customersExternal Retailers Individual end customers Fast delivery – stockholding Less brand sensitive More fashion Base orders Less stockholding B2B B2C B2BSale
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FINANCIAL INFORMATION FINANCIAL INFORMATION 2026 35 January - September
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36 FINANCIAL INFORMATION 2026 ROLLING 12 MONTHS On a rolling 12-month basis as per September 30, 2025, we reached net sales of SEK 9,702 million and an operating profit of SEK 1,168 million. The operating margin for the period amounts to 12.0%. MSEK Rolling 12 months Net sales 9,702 Goods for resale -4,902 Gross profit 4,799 49.5% Other operating income 108 External costs -1,793 Personnel costs -1,491 Depreciation and write-downs of tangible and intangible fixed assets -323 Other operating costs -132 Share of associated companies' result 0 Operating result 1,168 12.0% Net financial items -104 Result before tax 1,065 Tax on result for the period -244 Result for the period 821 Result per share (SEK) 6.2
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THE SHARE FINANCIAL INFORMATION 2026 37 Dividend policy The Board’s objective is that distribution to shareholders should be the equivalent of 40% of the Group's result after taxes over one business cycle. Shareholders The number of shareholders amount to 35,000 by December 2025. 2024, institutional investors accounted for 47 % of the capital and 13 % of the votes. At the same time the ten largest shareholders held 64 % of the capital and 90 % of the votes. Non-Swedish shareholders accounted for 9 % of the capital and 3 % of the votes. 35,000 SHAREHOLDERS AS OF DECEMBER 2025 114.20 SHARE PRICE AS OF DECEMBER 31, 2025 6.19 EARNINGS PER SHARE ROLLING 12 MONTHS SEPT 30, 2025
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10 YRS SHARE DEVELOPMENT IN REFERENCE TO INDEX FINANCIAL INFORMATION 2026 NEWA B OMX S30 (norm vs NEWA B) OMX SPI (norm vs NEWA B) NEWA B 5 yrs: 308.4% (53.1% and 34.9%) 10 yrs: 564.5% (108.1% and 113.9%)
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41 STRONG BALANCE SHEET FINANCIAL INFORMATION 2026 MSEK 30 Sep 2025 30 Sep 2024 Equity 6,653 6,589 Equity ratio. % 52.0 60.7 Net debt. SEK million 2,942 1,914 Net debt to credit institutes. SEK million 2,058 1,241 Equity per share. SEK 50.1 49.6 EQUITY CURRENCY EFFECTS SEPT. 2025 Translation difference -7.9 percentage
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42 JANUARY - SEPTEMBER CASH FLOW FINANCIAL INFORMATION 2026 MSEK Jan - Sep 2025 Jan - Sep 2024 Cash flow from operating activities before changes in working capital 682 715 Change in working capital -563 17 Cash flow from operating activities 119 733 Investing activities -634 -164 Cash flow after investing activities -515 568 Financial activities 580 -471 Cash flow for the period 65 97
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STRATEGIC ACQUISITION OF COTTON CLASSICS Strengthened presence in Central Europe – Provides us with a strong position in markets such as Austria, Germany, Switzerland, Czech Republic and others. Access to an efficient B2B E-commerce platform – Cotton Classics has one off the industry's most advanced B2B platforms, with approximately 90% of all sales conducted through their online store. Scalability through own brands – By introducing New Wave Groups own brands into Cotton Classics’ portfolio, there are opportunities to gradually increase gross and operating margins. Experience with similar business models – Similar synergies as seen in the B.T.C. Activewear acquisition. STRAGEGISKT FÖRVÄRV 2025 4343
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