From Garage to Global Brands

In the upcoming episode of BRANDED WOR(L)DS – A Transatlantic Dialogue, we’re heading north to Sweden to meet one of Europe’s most remarkable entrepreneurs: Torsten Jansson, Founder and CEO of New Wave Group. Under the title “Building the Long Game – Inside New Wave Group with Torsten Jansson”, hosts Steven Baumgaertner (Cybergroup, Germany) and Jeff Solomon (FreePromoTips, USA) explore how patience, craftsmanship, and strategic independence can build a global brand portfolio that stands the test of time.

From a single T-shirt idea in the 1980s to a powerful group of more than 40 brands — including Craft, Cutter & Buck, Orrefors, and Kosta Boda — New Wave Group is a story of entrepreneurial instinct and long-term vision.

The conversation dives deep into the art of growing slowly but strongly, the courage to stay independent in a fast-paced world, and the human side of leadership. A key topic: the recent acquisition of Cotton Classics, and how it fits into New Wave’s long-term strategy.

Torsten shares his perspective on balancing heritage and innovation, leading across generations, and shaping brands that will remain relevant in 2050 and beyond. Tune in on November 9 at 6:00 PM CET on Spotify, Apple Podcasts, or brandedworlds.online