Interim Report for New Wave Group AB (publ) JANUARY - SEPTEMBER 2009


Interim Report for New Wave Group AB (publ) JANUARY - SEPTEMBER 2009

The period 1 July - 30 September 2009
-	Sales amounted to MSEK 1,002, which was 10 % lower than the previous year
(MSEK 1,117).
-	The result after tax amounted to MSEK 19.3 (74.7).
-	The result per share amounted to SEK 0.29 (1.19). 
-	The cash flow from operating activities improved by MSEK 246 to MSEK 141
(-105). 
-	The equity ratio amounted to 36.7 (30.5) %. 
-	The net debt to equity ratio amounted to 127.0 (169.4) %. 

The period 1 January - 30 September 2009
-	Sales amounted to MSEK 3,005, which was 11 % lower than the previous year
(MSEK 3,378).
-	The result after tax amounted to MSEK 26.5 (145.5).
-	The result per share amounted to SEK 0.39 (2.19). 
-	Restructuring costs have affected the result after tax by MSEK 56.4.
-	The cash flow from operating activities improved by MSEK 698 to MSEK 376
(-322).

VIEWS ON 2009
Market development has been weaker than expected, primarily in the Promo sales
channel. We expect the sales drop during the fourth quarter to be lower than
during previous quarters, but we expect a better quarter result than last year.


CEO Comments
Our 3rd quarter offered both good and bad. We had a rather pessimistic view of
the market - promo in particular - even before the quarter, and unfortunately,
we were right. The promo market is very weak, and unfortunately we believe it
will remain the same in Q4. 

To some extent, I am disappointed with the sales figures - we believe we have
developed better than our competitors in most areas - but that in itself is no
consolation. I am also very disappointed with the result - it is mainly due to
lower sales - but also lower gross profit. However, I am incredibly satisfied,
pleased and proud of what we have achieved in terms of cash flow, inventory
reduction and reduction of our debt - and that is after all what we have focused
on and accomplished.


Q4
In Q4, we expect a continued weak market, but a lower sales drop than in the
previous quarter. However, the quarter result is expected to be better than
2008's. We will continue to focus on cash flow and inventory reduction.

2010
However, it is with pleasure I can say that it can start to be really enjoyable
again. We enter 2010 with a stronger balance sheet and we can once again focus
on sales - marketing and growth. We are in much better shape than our
competitors - thanks to the fact that we took strong action at an early stage.
Furthermore, for 2010 we see a considerably more stable market - and in the U.S.
we are already seeing a turnaround in orders for Cutter & Buck. 


Torsten Jansson
 
Comments
JULI - SEPTEMBER
Sales
Sales amounted to MSEK 1,002 (1,117), which was 10 % lower than the previous
year. Exchange rates had a positive effect on sales by MSEK 61.

Sales decreased by 20 % in the Promo Business Area, while Sports & Leisure and
Gifts & Interior show a smaller decrease by 2 and 5 % respectively.

Turnover decreased by 8 % in the Nordic countries, mainly in Sweden and Finland.
Sales in Europe decreased by about 11 % and in North America by 16 %. Positive
currency effect occurred mainly in Euro countries and the U.S.

The sales drop is mainly due to the general financial situation.

Gross margin
The gross margin amounted to 44.6 (50.8) %. The decrease is mainly related to
the weak business cycle in the Promo sales channel, in particular on the
American market. 

Other income and other costs
Other income decreased by MSEK 21.1 to MSEK 2.1 (23.2). The decrease is
attributable to the fact that last year includes capital gain in connection with
property sales and an insurance compensation in connection with a fire.
Remaining revenues are mainly attributable to the operation's exchange gains and
should be set against the result row “Other costs” where primarily the
operation's currency exchange losses are reported.

Costs and depreciations
External costs decreased by MSEK 33.4 and amounted to MSEK -226.5 (-259.9).
Costs for personnel amounted to MSEK 166.6, which is on the same level as last
year (MSEK 167.5). Both cost elements have been affected positively due to
savings, but negatively when recalculating foreign subsidiaries to SEK. 

Depreciations amounted to MSEK 17.1 (16.5).

The operating margin amounted to 3.8 (12.8) %. The decrease is mainly due to
weaker sales and gross margin.

Finance net and taxes
Net financial items amounted to MSEK -11.4 (-39.2). The decrease is due to
lowered interest rate levels and lower debt. It is the Group's policy to have a
short interest rate guarantee resulting in quick effects on the Group's net
interest as the short-term interest changes.

Tax expenses in absolute numbers amounted to MSEK 7.0 (28.9), and the tax rate
to 26.6 (27.9) %.

Result
The result after tax decreased by MSEK 55.4 to MSEK 19.3 (74.7) and the result
per share amounted to SEK 0.29 (1.19). 

JANUARY - SEPTEMBER
Sales
Sales amounted to MSEK 3,005 (3,378) during the period, which was 11 % lower
than last year. Exchange rates had a positive effect on sales by MSEK 277.

The decrease has affected all business areas, Promo by 16 %, Sports & Leisure by
7 %, and Gifts & Home Interior by 6 %. 

Turnover decreased by 15 % in the Nordic countries during the period, mainly in
Sweden and Finland. Sales in Europe were somewhat better and show a decrease of
about 6 %, where mainly Switzerland has a better development and shows growth.
Sales in North America decreased by 11 %. Positive currency effect occurred
mainly in Euro countries and the U.S.

The decrease in sales is due to the general financial situation as well as last
year's sales of sports and promo wear for the European football championship.

Gross margin
The margin amounted to 46.7 (49.4) %. The decrease is related to the weaker
business cycle, mainly in the Promo sales channel and in particular on the
American market. The gross margin has also been affected by restructuring costs
in Orrefors Kosta Boda, which affected the first quarter's earnings by MSEK 25.


Other income and other costs
Other income increased by MSEK 11.2 to MSEK 47.0 (35.8). The increase is
attributable to the sales of Orrefors' art glass collections and properties,
which generated a capital gain of MSEK 16.4. Remaining revenues are mainly
attributable to the operation's exchange gains and should be set against the
result row “Other costs” where primarily the operation's currency exchange
losses are reported. Other costs increased by MSEK 14.4 to MSEK -25.2 (-10.8).
The result of these two items amounts to a net income of MSEK 5.4.

Costs and depreciations
External costs decreased by MSEK 93.6 and amounted to MSEK -714.3 (-807.9).
Costs have been affected positively due to savings, but negatively when
recalculating foreign subsidiaries to SEK. Restructuring costs of MSEK 7.1 have
affected external costs in connection with changes in the Cutter & Buck division
for direct sales to end customers.

Personnel costs have increased by MSEK 47.6 to MSEK -580.6 (-533.0). Costs have
been affected positively due to savings, but negatively when recalculating
foreign subsidiaries to SEK. The effect of the Orrefors Kosta Boda restructure
was reported in the first quarter, which resulted in personnel decrease of 154
people. This meant that the company made an appropriation for restructuring in
the form of a one-time cost of MSEK 70.1 total in the financial statement for
the first quarter 2009. Of these, MSEK 45.1 is declared as personnel costs and
MSEK 25.0 as gross profit as they are attributable to a decreased production
result. 

Depreciations amounted to MSEK 54.6 (45.7).

The operating margin amounted to 2.5 (9.1) %. The decrease is due to the
restructuring costs and lower volumes.

Finance net and taxes
Net financial items amounted to MSEK -39.7 (-107.6). The decrease is due to
lowered interest rate levels and lower debt. It is the Group's policy to have a
short interest rate guarantee resulting in quick effects on the Group's net
interest as the short-term interest changes.

The tax rate amounted to 26.6 (27.1) %. 

Result
The result after tax decreased by MSEK 119 to MSEK 26.5 (145.5) and the result
per share amounted to SEK 0.39 (2.19).

During the first quarter the result has been affected by restructuring costs of
MSEK 77.2 before tax. With a tax rate of 26.9 % for concerned companies, the net
impact of the restructuring costs is MSEK -56.4.

REPORTING OF BUSINESS AREAS
New Wave Group AB divides its operations into three business areas; Promo,
Sports & Leisure, and Gifts & Home Interior. Each brand has been placed into the
business area it is considered to belong to (see attachment for breakdown of
brands into business areas). The Group observes the areas' and the brands' sales
and results (EBITDA). The business segments are based on the Group's operational
management. 

Promo
During the period July-September, sales decreased by 20 % to MSEK 403 (503) and
the result (EBITDA) decreased by MSEK 63.7 to MSEK 13.5 (77.2). The decrease is
attributable to the general financial situation and has affected all markets.

During the period January-September, sales decreased by 16 % to MSEK 1,344
(1,603) and the result (EBITDA) decreased by MSEK 125.7 to MSEK 107.6 (233.3).
Sales and result were lower in the Nordic countries, mainly in Sweden and
Finland. The results for Europe also indicated a decrease, but have been
compensated by a positive currency effect. The decrease is due to the general
financial situation.

Sports & Leisure
During the period July-September, sales decreased by 2 % to MSEK 449 (456) and
the result (EBITDA) decreased by MSEK 37.3 to MSEK 42.1 (79.4). The weak
American market has had a negative effect on Cutter & Buck, but the market seems
to have recovered somewhat during this quarter. Craft sales are increasing
compared to last year, mainly in the retail sales channel. The decline in
earnings is related to lower gross profit margins primarily on the U.S. market. 


Turnover for the period January-September decreased by 7 % and amounted to MSEK
1,230 (1,319). The result (EBITDA) decreased by MSEK 67.6 to MSEK 90.2 (157.8).
Turnover and results for Craft have had a continued positive trend. Cutter &
Buck has been negatively affected by the weak U.S. market. Cutter & Buck U.S.
has also been affected by restructuring costs of MSEK 7.1 due to changes in the
division for direct sales to end customers. The result decrease is mainly
related to lower sales this year in comparison to last year's European Football
Championship. 

An agreement with Coop has been reached which means that the current agreement
expires at the end of the year. Negotiations for a change in co-operation from
the end of the year are nearing finalisation.

Gifts & Home Interior
During the period July-September, sales decreased by 5 % to MSEK 150 (158) and
the result (EBITDA) decreased by MSEK 3.5 to MSEK -0.8 (2.7). The turnover
decrease is mainly related to the Orrefors Kosta Boda export market. Sales and
results for Sagaform are on the same level as last year. Previous year's result
includes a MSEK 5 insurance compensation in connection with a fire.

During the period January-September, sales decreased by 6 % to MSEK 431 (456)
and the result (EBITDA) decreased by MSEK 29.2 to MSEK -67.4 (-38.2). The lower
sales are related to the Swedish Orrefors Kosta Boda retail market and the
weaker result to the company's restructuring costs of MSEK 70.1 which were
reported during the first quarter. Sales and results for Sagaform are on the
same level as last year. Previous year's result includes a MSEK 5 insurance
compensation in connection with a fire.

GEOGRAPHICAL ALLOCATION
A table showing sales in the regions Nordic Countries, Mid Europe, South Europe,
North America and Other Regions is displayed on page 15.

Sales decreased by 8 % in the Nordic region during the period July-September,
which is attributable to all Nordic countries. Europe has been negatively
affected on most markets, except Switzerland which had a positive trend.  Sales
decreased by 16 % in the U.S., the exchange rate development had a positive
effect and sales in local currency in the region dropped by 24 %. Sales on all
other markets are in line with previous years' numbers.

Sales decreased by 15 % in the Nordic region during the period
January-September, which mainly is attributable to Sweden and Finland. The
currency effect had a positive impact in Europe. Europe has been negatively
affected on most markets, although Switzerland shows better development than the
other countries.  Sales decreased by 11 % in the U.S., the exchange rate
development had a positive effect and sales in local currency in the region
dropped by 28 %. Sales on all other markets are somewhat lower than last year.

CAPITAL TIED UP
Capital tied up in stock amounted to MSEK 1,849 (2.225). The weakened Swedish
krona affects the declared value when converting to SEK. This has increased the
stock by MSEK 31 during the period. Obsolescence reserve as of 30 September,
2009 amounted to MSEK 80 (83), or about 4 % (about 4 %) of the declared stock
value.

The stock turnover rate for the period January-September amounted to 1.1 (1.1).

Accounts receivable decreased by MSEK 110 to MSEK 819 (929).

The steps taken to decrease capital tied up have had the desired effect and is
expected to continue in the fourth quarter.

INVESTMENTS, FINANCING AND LIQUIDITY

The Group's cash flow from operations during the period July-September amounted
to MSEK 141 (-105) and after investments to MSEK 106 (-127). The Group's
cash-effecting net investments amounted to MSEK -35 (-22), where the
establishing of Kosta Boda Art Hotel is responsible for the major part of the
period's investments.

The Group's cash flow from operations during the period January-September
amounted to MSEK 376 (-322) and after investments to MSEK 334 (-380). The
Group's cash-effecting net investments amounted to MSEK -42 (-59), where the
sale of tangible fixed assets included MSEK 19.9.

The net debt decreased by MSEK 180 during July-September and amounted to MSEK
2,172. Corresponding period last year showed an increase of MSEK 79 to 2,740.
Net debt in relation to equity decreased and amounted to 127.0 (169.4) %.

The net debt decreased by MSEK 405 during January-September and amounted to MSEK
2,172. Currency changes have decreased the debt by MSEK 94 since the turn of the
year. Corresponding period last year showed an increase by MSEK 383. Net debt
relative to equity decreased during the first nine months and amounted to 127.0
% against 140.5 % by 31 December, 2008. 

The equity ratio improved and amounted to 36.7 (30.5) %.

The Group had a credit line of MSEK 2,875 as at 30 September, 2009, and the
credit agreement runs up until April 2011. The interest is based on each
respective currency's prime interest rate and fixed margin. It is the Group's
policy to have a short interest rate guarantee resulting in quick effects on the
Group's net interest as the short-term interest changes. 

New Wave Group's financing agreement includes a commitment (covenant) on the
equity ratio and total credit limits of 2,875 as at 30 September to be gradually
depreciated down to MSEK 2,475 as at 30 April, 2011.

The company's presentation and valuation of intangible assets is made in
accordance with previous year at the turn of the year. Impairment tests for
intangible assets will be calculated by the expected future cash flows per
segment. The deteriorated market conditions and financial situation make it
difficult to forecast the coming period.
 
PERSONNEL AND ORGANISATION
The number of full time employees as of 30 September, 2009 amounted to 2,241
(2,649) persons, of which 48 % were women and 52 % were men. Out of all the
employees, 582 work in production. The production owned by New Wave Group
belongs to Orrefors Kosta Boda, Seger, Dahetra, Toppoint and Cutter & Buck
(embroidery).

SUBSCRIPTION OPTIONS IN NEW WAVE GROUP AB (PUBL.)
New Wave Group has four outstanding subscription option programs. 

A new program for senior executives was introduced during June 2009.  The
program runs until June 2012 and the exercise price is SEK 26.10. The option
subscription premium was SEK 0.21 per option. 

Two option programs were launched in July 2008, one for senior executives and
one for the Board of Directors. The senior executives program consists of
1,800,000 options and expires in June 2011. The exercise price is SEK 64.05. The
option subscription premium was SEK 1.11 per option. The Board of Directors
program consists of 200,000 options and expires in June 2013. The exercise price
is SEK 85.40. The option subscription premium was SEK 0.88 per option. 

The previous program was launched in July 2007 and consists of 1,653,250 options
and expires in June 2010. The exercise price is SEK 102.50. The option
subscription premium was SEK 7 per option. 2,000,000 options were originally
issued, of which 346,750 have later been cancelled.

Acquired premiums for all programs above have been based on market value.

RELATED-PARTY TRANSACTION
There are lease agreement contracts with associated companies. The parent
company has purchased consulting services from a Board Member. The CEO has
rented a property for private use. All transactions have occurred in accordance
with market conditions.

VIEWS ON 2009
Market development has been weaker than expected, primarily in the Promo sales
channel. We expect the sales drop during the fourth quarter to be lower than
during previous quarters, but we expect a better quarter result than last year.

THE PARENT COMPANY
Sales amounted to MSEK 128 (111). Profit after financial items amounted to MSEK
37.7 (-38.2). Net borrowing amounted to MSEK 2,063 (1,694), of which MSEK 1,682
(213) refer to financing of subsidiaries. Net investments amounted to MSEK 121
(-58). Total assets amount to MSEK 3,573 (2,982) and equity to MSEK 1,086 (759).


RISKS AND RISK CONTROL
Having international operations, New Wave Group is continuously exposed to
different kinds of financial risks. These risks are currency, borrowings and
interest rate risks, as well as liquidity and credit risks. In order to minimize
the affect these risks may have on the result, the group has drawn up a
financial policy. For a more detailed description of how the Group handles
risks, please refer to the Annual Report 2008; www.nwg.se.

It is the Group's policy to have a short interest rate guarantee resulting in
quick effects on the Group's net interest as the short-term interest changes.

The Group's accounted exposures are in all material aspects unchanged. The
current market conditions and the financial crisis have however created an
uncertainty, which means that the financial risks on the market have increased.

ACCOUNTING PRINCIPLES
This report has been prepared according to IAS 34 Interim Report and the Annual
Report Law. Report regarding Total result has been prepared according to IAS 1
(R) and is applied for the first time 30 September, 2009. The interim report for
the parent company has been prepared according to Annual Report Law as well as
the Swedish Financial Accounting Standards Council's standards RFR 2:2 -
Accounting for legal entity. The comparative year has been recalculated. Applied
accounting principles are in accordance with the Annual Report for 2008.

CALENDAR	
•	11 February, 2010 (new date, previously 19 February)
	Year End Report 2009
•	22 April, 2010
	Interim Report for Q1
•	17 May, 2010
	Annual Shareholders Meeting 2010

The Board and the CEO assure that the Interim Report gives a true and fair view
of the company and the Group's operations, position and result and describes the
material risks and uncertainties that the company and the Group face.

Gothenburg 12th November, 2009

New Wave Group AB (publ)


Anders Dahlvig		
Chairman of the Board		

Kinna Bellander
Member of the Board

Göran Härstedt
Member of the Board

Helle Kruse Nielson		
Member of the Board		

Mats Årjes
Member of the Board

Torsten Jansson
CEO


FOR MORE INFORMATION, PLEASE CONTACT
CEO Torsten Jansson
	Phone: 031-712 89 01
	E-mail: torsten.jansson@nwg.se
CFO Lars Jönsson
	Phone: 031-712 89 12
	E-mail: lars.jonsson@nwg.se



The information in this report is that which New Wave Group is required to
disclose under the Securities Exchange and Clearing Operations Act and/or the
Financial Instruments Trading Act. It was released for publication at 7 am (CET)
on 12 November, 2009.
New Wave Group AB (publ) (556350 - 0916)

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