All Craft articles

  • New Wave Logo
    News briefs

    New Wave Group reports “best year ever” with sales up 30%


    New Wave Group, the Swedish parent company of Craft, Seger, Auclair, Derby of Sweden, D.A.D. Sportswear and a total of nearly fifty brands in business, sports and leisure, gifts and home textiles, ended its fiscal year 2022 with net sales of 8.84 billion Swedish kronor (€793.1m), up 32 percent, or ...

    News briefs

    ​Craft publishes 240-page running guide containing just two sentences


    Running shoe and apparel manufacturer Craft has released ”The Ultimate guide to running,” a 240-page coffee table book with a foreword by legendary long-distance runner and Craft athlete Tommy “Rivs” Puzey. Although the book is a real eye-catcher and design highlight, it contains only two short sentences: “Left foot. Right ...

  • New Wave Logo

    New Wave’s Sports & Leisure segment sees 53% sales growth in Q2


    The Swedish-based New Wave Group, which owns sports brands like Craft and Cutter & Back and distributes several others, saw total sales in the second quarter ended June 2022 rise by 36 percent to 2,019 million Swedish kronor (€191.0m), with growth led by the rise in the top line of ...

  • CRAFT-Logo-ohne-claim-black-e1603276718272-300x81 Kopie
    News briefs

    Craft management team goes on 450km charity bike ride from German HQ


    Three German top managers of the Swedish brand Craft – André Bachmann (CEO), Wolfgang Lagler (sales manager) and Markus Müller (marketing manager) ­– are embarking on a three-day charity bike ride from their Bavarian headquarters. They want to cover a distance of 450 km to hand over the new club ...

  • New Wave Logo
    News briefs

    New Wave rides 40 percent growth in sports & leisure


    New Wave Group, the Swedish parent of sports brands Craft and Cutter & Buck and distributor of other labels, reported a 41 percent increase in first-quarter sales to a quarterly record 1,774.9 million Swedish kroner (€170.2m) as revenues in the Sports & Leisure segment also increased 40 percent. First-quarter ...

  • New Wave Logo
    News briefs

    New Wave Group expects to beat Q1 market expectations


    Sweden-based New Wave Group, which owns brands such as Craft and Cutter & Back and distributes several others, said in a press release that it is forecasting higher sales and earnings than the market expectations for the first quarter. On April 12, New Wave said its operating profit for the ...

  • Speedo Logo
    News briefs

    ​Craft and Speedo end distribution partnership


    After almost 15 years of successful sales of the Speedo brand in Scandinavia, Craft of Scandinavia AB and Speedo have ended their distribution partnership, with Speedo announcing a new distributor for the market. Craft says the move allows it to focus fully on its own brand, which has shown strong ...

  • New Wave Logo

    Sports & Leisure drove New Wave’s sales growth


    The Swedish-based New Wave Group, which owns sports brands like Craft and Cutter & Back and distributes several others, saw total sales in the fourth quarter increase by 23 percent to 2,307 million Swedish kronor (€218.7m-$249.3m), with the growth driven by the Sports & Leisure segment. At constant currency rates, ...

  • News briefs

    Craft sponsors the Rock ‘n’ Rolla Running Series


    Craft Sportswear has signed up as the official footwear partner of the Rock ‘n’ Roll Running Series, an international series of mid-distance running events owned by the Ironman Group. To launch the partnership, Craft has organized three virtual challenges with three distances in collaboration with the Humana Rock ‘n’ Roll ...

  • News briefs

    Craft is offering soccer balls


    After entering into a cooperation with the soccer ball factory of Ingo Anderbrügge, a former Bundesliga player of Borussia Dortmund and FC Schalke 04, earlier this year, Craft, the Swedish specialist for functional clothing now also offers its own footballs. The new product category comprises four models in different material ...

  • Article

    Record operating results for Craft’s parent


    Efforts to prioritize costs, earnings and cash flow bore fruits in the fourth quarter of 2020, helping the New Wave Group to score record operating profits. Despite restrictions linked to the pandemic and canceled or postponed events, the Swedish company behind Craft of Scandinavia and Cutter & Buck saw its ...