New Wave Group AB (publ) designs, acquires, and develops brands and products in the corporate, sports, gifts, and home furnishings sectors. It operates in Sweden, the United States, Benelux, the rest of the Nordic countries, the rest of Europe, and internationally. The company has three segments: Corporate, Sports & Leisure, and Gifts & Home Furnishings. Incorporated in 1989, it is headquartered in Gothenburg, Sweden.