Sweden’s New Wave Group has made a strategic move to enhance its presence in the UK market by acquiring BTC Activewear, a prominent company in the promotional, corporate, and teamwear apparel industry. The deal, valued at £33 million in cash, enables New Wave Group to tap into the lucrative promotional products market in the UK and expand its distribution of own-brand products.

Established in 2000, BTC Activewear is the third largest wholesale distributor in the UK within its sector. With its distribution center and head office located in Birmingham, the company offers a wide range of international apparel brands, attracting a diverse and well-established customer base. BTC Activewear’s success is evident through its strong sales model, with approximately 90% of orders placed through its webstore, highlighting the potential of e-commerce in B2B sales.

New Wave Group plans to capitalize on BTC Activewear’s existing customer base and market position to distribute its own brands in the UK. By incorporating New Wave Group’s own brands into BTC Activewear’s portfolio, the company aims to achieve a significant increase in gross and operating margin in the coming years.

While the acquisition is expected to positively impact New Wave Group’s results in the current year, the integration process may temporarily affect the group’s gross and operating margin. Nevertheless, New Wave Group recognizes the UK as one of Europe’s largest markets for promotional products, with a growing emphasis on own-brand offerings.

Stephen Pope, CEO and co-founder of BTC Activewear, expressed enthusiasm about the partnership with New Wave Group, praising the company’s long-term commitment and deep industry knowledge. He believes that being backed by a strong financial owner like New Wave Group will enable BTC Activewear to expand its customer base, explore new areas, and increase sales of its existing brand portfolio.

Torsten Jansson, CEO and founder of New Wave Group, views the acquisition as a strategic move to establish the company as a key player in the UK market. He highlights the value of incorporating BTC Activewear’s industry knowledge into the group, which will benefit all of their companies.

With the acquisition of BTC Activewear, New Wave Group is well-positioned to strengthen its foothold in the UK market. The company’s expansion into the promotional products sector and the integration of its own brands into BTC Activewear’s portfolio will drive growth and provide a platform for future success. New Wave Group’s focus on e-commerce and its strong customer base place them in an advantageous position to capitalize on the increasing demand for promotional products in the UK.

For more information on New Wave Group and BTC Activewear, please visit: https://www.newwavegroup.com and https://www.btcactivewear.co.uk.