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