New Wave, the Swedish brand group, has agreed to acquire a German multibrand company, according to placera.se. The deal was reported on Tuesday, September 1, 2026, and has drawn a favorable reaction from the Swedish business publication Affärldsvärlden, placera.se notes.
The target is described as a German multibrand business, meaning it operates across several product categories or labels. placera.se reports that Affärldsvärlden views the purchase positively, offering a commentary on the transaction. The acquisition continues New Wave's pattern of expansion through deals, as the company has grown by buying other firms in recent years.
Torsten Jansson, who leads New Wave, has been active in pursuing acquisitions, according to smp.se. He described the latest purchase as "a very exciting acquisition," though no further details on his remarks were provided in the available reporting. The German company's specific name, size, and purchase price were not disclosed in the material reviewed by CYBEV.io.
The move is part of a broader shopping spree by Jansson, smp.se reports, and habit.se characterizes the target as a "German sports giant." EFN also covered the deal, describing it as the purchase of a German multibrand company. The acquisition marks another step in New Wave's strategy of buying established businesses to expand its portfolio.
What to watch next: whether New Wave discloses the financial terms of the deal and how the German operation will fit into its existing brand structure.
