New Wave Group Ab Class B · OMXSTO:NEWA_B
New Wave Group Ab Class B — Investor Day (February 2024)
61 slides from New Wave Group Ab Class B's investor day presentation, Feb 20, 2024
Slide 1: Craft Business plan 2027 Strategic area strategy
Craft Business plan 2027 Strategic area strategy
Slide 2: Stefan Persson, CEO Craft
Craft Stefan Persson CEO Craft
Slide 3: We began fighting the cold and wet in 1977
We began fighting the cold and wet in 1977. History
Slide 4: Turning a Swedish outsider into a player on the global arena
Company overview Turning a Swedish outsider into a player +200 MEUR on the global arena. 70 MARKETS
Slide 5: Key markets
Craft Company KEY MARKETS Sweden Norway Denmark Germany Benelux Canada USA
Slide 6: Target 2027: 400 MEURO
Craft Target 2027: 400 MEURO
Slide 7: E-com, Retail, Club, Corporate
Craft E-com Retail Club Corporate
Slide 8: Craft Club
NWG // C R A F T T E A M W E A R & C L U B CRAFT CLUB 8
Slide 9: Potential?
Potential?
Slide 10: Sales competitors 2022
Sales competitors 2022 50 Meuro 300 MEuro 160 Meuro 70 Meuro 200 Meuro 250Meuro
Slide 11: Target 100 MEURO 2027
Craft Target 100 MEURO 2027
Slide 12: How?
How?
Slide 13: Need to convince a club/board of a club?
Need to convince a club/board of a club?
Slide 14: Craft
Craft
Slide 15: 5000+ clubs and teams across EU
if ~ 5000+ Clubs and 4 <\ 3.) |) Weams across EU (Teamwear est. 2018)
Slide 16: New Wave Group Structure
Craft New Wave Group Structure
Slide 17: New Wave Group Promo
New Wave Group Promo At the match On the pitch, On the way to In the stand In the stand On the beach training & Youth the match In everyday life In the kitchen The caretaker For the coffee For the beer
Slide 18: Local presence and sales reps
Craft Local presence and sales reps
Slide 19: Focus on the female consumer
Craft Focus on the female consumer
Slide 20: Stock
cn me. iL [| - ereri rin ] eck Ml) bes SE: seer. aia 1 > <a es
Slide 21: Craft
Craft
Slide 22: Sustainable decoration
Craft Sustainability Materials Sustainable decoration
Slide 23: Tailor-made Design
Craft Craft Tailor-made Design Design Cases At Craft we create tailor-made design concepts for your particular federation. With a burning passion for sports, we put pride in understanding your history and tradition, translating this into unique and bespoke design.
Slide 24: New Markets
Craft New Markets
Slide 25: Craft Design Cases
Craft Craft Design Cases ° Bandera Bajen HAMMARBY b The 2023 Hammarby kit collection exnoses a design that highlights and honors the club's, Unique history and passionate one-of-a-kind supporter culture. Craft Sportswear have in close collaboration with the club created a tailor-made pattern; "Bande
Slide 26: Craft Footwear
Craft Craft Footwear
Slide 27: Why are we in this game?
Craft Footwear presentation Why are we in this game?
Slide 28: Running is the most popular individual sport activity
Craft Footwear presentation Running is the most popular individual sport activity. The Running gear market is one of the highest valued industries among sports retail globally.
Slide 29: Google Trends running search interest
@ Running shoes @ Running shorts © Running t-shirt Sékterm Sdkterm Sékterm + Lagg till jamforelse Over hela varlden ¥ Senaste 30 dagarna ¥ Alla kategorier ¥ Webbsokning ¥ [e A Intresse dver tid @ Genomsnitt 18 jan 27 jan. 5 feb. 14 feb. *Google Trends 240218
Slide 30: Footwear presentation
Craft Footwear presentation
Slide 31: Business plan Footwear 2027
Craft Business plan Footwear presentation 2027
Slide 32: How niche brands took market share from large multi-sports brands
Craft Footwear presentation How has it been possible for niche brands to take market shares from some of the worlds largest multi sports brands?
Slide 33: Why niche brands gain share
1 2 3 1. Smaller niche brands interact with local 1. Big risks for retail to put all eggs in one basket. 1. National distributor contracts are cancelled by the communities > 2. Major brands closes retail and drives traffic to own major brands. 2. Costumers are more open to buy smaller brands. channe
Slide 34: Niche running brand revenues
Craft Footwear presentation 1,41 B USD (Founded 2009) 1,2 B CHF (Founded 2010) 1,2 B USD 764 M USD
Slide 35: Why Craft and how do we do it?
Craft Footwear presentation Why Craft and how do we do it?
Slide 36: Craft is Swedish Endurance
we ae _. Craft is "Swedish Endura £ \
Slide 37: Craft point of difference
Craft Business plan Footwear presentation 2027 Craft point of difference What is Craft better at than any other running footwear brands? Craft understands that a performance driven runner runs on all surfaces; road, trail and everything in between and offers the best road-to-trail shoes in the world
Slide 38: Craft point of difference
Craft Business plan Footwear presentation 2027 Craft point of difference What is Craft better at than any other running footwear brands? Craft is the Swedish Endurance brand that offers the worlds best road-to-trail running shoes
Slide 39: Focus segment: Road-to-Trail
Craft Craft Footwear presentation Focus segment: Road-to-Trail
Slide 40: Who else is Road-to-Trail?
Craft Footwear presentation Who else is Road-to-Trail? Volvo cross-country
Slide 41: Who else is Road-to-Trail?
Craft Footwear presentation Who else is Road-to-Trail? The entire bike industry…
Slide 42: Footwear presentation
Craft Footwear presentation
Slide 43: Footwear presentation
Craft Footwear presentation
Slide 44: Sales- and distribution strategy
Craft Footwear presentation Sales- and distribution strategy
Slide 45: New distributors signed
Craft Footwear presentation New distributors signed. China, Mexico, Italy and Japan. Strengthen organizations in key countries such as USA, Germany, Sweden, France and Benelux
Slide 46: Sales - and distribution strategy
Craft Footwear presentation Sales - and distribution strategy Proven Perfomance Recommended Performance Disruptive Perfomance Brands offering footwear as a solution New brands leaning heavily into to specific user needs disruptive innovation and visible Third party recommendation ie feature/benefits
Slide 47: Sales - and distribution strategy
Craft Footwear presentation Sales - and distribution strategy Proven Perfomance Recommended Performance Disruptive Perfomance Brands offering footwear as a solution New brands leaning heavily into to specific user needs disruptive innovation and visible Third party recommendation ie feature/benefits
Slide 48: Sales - and distribution strategy phases
Craft Footwear presentation Sales - and distribution strategy Phase 1. Create trust with specialists Phase 2. Scale to running specific accounts Phase 3. Reach broader audience. Phase 4. Drive volume Ongoing. Drive traffic to craftsportswear.com
Slide 49: Goals?
Craft Footwear presentation Goals?
Slide 50: Footwear 2027 Goal: 1,000,000+ pairs
Craft Footwear presentation Footwear 2027 Goal: 1 000 000 + pairs
Slide 51: Footwear 2030 Goal: Top 20 largest running footwear brand
Craft Footwear presentation Footwear 2030 Goal: Top 20 largest running footwear brand globally.
Slide 52: Sustainability
Craft Sustainability A look behind the seams. SUSTAINABILITY
Slide 53: Design strategy
Craft Design strategy Our core product is something that people have used for years and years and years and years.
Slide 54: Every Craft product is designed for the long run
Craft Sustainability Philosophy Every Craft product is designed for the long run.
Slide 55: For a smaller wardrobe with a smaller footprint
Craft Sustainability Philosophy For a smaller wardrobe with a smaller footprint.
Slide 56: Made from materials that will go the distance
Craft Sustainability Materials Made from SequalTM Wool materials that will go the distance. Plant based Recycled fibers
Slide 57: Bio-based Running capsule AW23
Craft Sustainability Bio-based Running capsule AW23
Slide 58: Re-use IFK Göteborg
Craft Sustainability Materials Re-use IFK Göteborg
Slide 59: Sustainable decoration
Craft Sustainability Materials Sustainable decoration
Slide 60: Sourced, produced and shipped with sustainability in mind
Craft Sustainability Production 50% Reduction in CO2 Sourced, produced emissions by 2030 and shipped with sustainability in mind. 2025 All products fully or partially made from more preferred fibers
Slide 61: Craft