Our Vision


The vision for the Corporate* operating segment is to become the leading supplier in Europe and one of the leading suppliers in the USA of promotional products by offering retailers a broad product range, strong brands, advanced expertise and service, and a superior all-inclusive concept.

Sports & Leisure

The vision for the Sports & Leisure operating segment involves establishing the wholly-owned brands Craft and Seger as international functional sportswear brands and making Cutter & Buck a world-leading golf apparel brand. Moreover, the vision also entails strengthening Speedo in the Swedish, Norwegian and Danish markets. We want to launch AHEAD in Europe and in time achieve the same market position as in the USA. The Auclair brand should take a leading position in Europe and we also intend to use Paris Glove's strong distribution platform to launch the Group's other brands in Canada. All in all, this means that we will claim a strong market position in the Sports & Leisure operating segment and workwear in Canada. We want to become the leading sports supplier in Europe, as well as in the USA. Our vision is also to mak PAX the leading children's footwear brand in Northern Europe.

Gifts & Home Furnishings

The vision for the Gifts & Home Furnishings operating segment is to make Kosta Boda and Orrefors world-leading glass and crystal suppliers. Furthermore, the vision also involves utilising innovative and playful design to make Sagaform a prominent player in Northern Europe in both the promo and retail markets. The Group's ambition is to become a prominent supplier in the North American promo market through its presence in the USA and Canada.

* The segment Corporate Promo has been renamed to Corporate