New Wave Group AB engages in the design, acquisition, and development of brands and products. It operates through the following segments: Corporate Promo, Sports & Leisure, and Gifts & Home Furnishings. The Corporate Promo segment comprises 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 is headquartered in Hisings KÃ¤rra, Sweden.