The own brands of the New Wave Group are to be integrated into the portfolio of Cotton Classics.
A/S – The New Wave Group based in Gothenburg, Sweden signed an agreement to purchase all shares of Cotton Classics on June 18, 2025. The purchase price for the Austrian textile wholesalers is, according to company sources, 47.6 million Euros (company value).
Cotton Classics was founded 25 years ago and its headquarters including the logistic centre, are located at the gates of Vienna. The company is one of the industry’s biggest wholesalers and maintains subsidiaries in Germany, Switzerland, the Czech Republic and Italy. Cotton Classics represents around 50 leading international clothing brands and has developed one of the most advanced B2B eCommerce platforms within the industry; around 90% of all orders are placed via the web shop www.cottonclassics.com. The turnover of Cotton Classics totalled 96.7 million Euros in the year 2024 and, according to New Wave, the company’s equity capital is estimated to be approx. 31.5 million Euros as of July 1, 2025.
At the New Wave Group, one is assuming that the take-over will have a positive influence on the Group’s profit this year already. Since Cotton Classics is currently working with lower margins than the New Wave Group, the impact on the operating margin is expected to be around minus 1%. The integration of the own brands of the New Wave Group into the portfolio of Cotton Classics should, however, significantly improve both the gross and operating margins over the course of time. The aim is to increase the margins of Cotton Classics gradually from 2027 onwards to reach the average margins of the New Wave Group by 2030. By taking over Cotton Classics, the New Wave Group is reinforcing its presence in several Central and Eastern European countries, in particular in Austria, Germany, Switzerland and the Czech Republic.
Wolfgang Horak, CEO and founder of Cotton Classics, commented: “The New Wave Group, known for its long-term commitment and excellent industry knowledge, will be the ideal owner to take Cotton Classics to the next level. By adding New Wave Group’s brands, we will be able to attract new customers, expand our reach, and grow sales across both existing and new brands.”
Torsten Jansson, CEO and founder of the New Wave Group, added: “Our experience with B.T.C. Activewear in the UK, which we acquired three years ago – a multi-brand distributor with a business model similar to Cotton Classics – has shown us the value our brands can bring, not only by complementing, but also by supporting and growing the existing portfolio. With Cotton Classics, we are acquiring a well-run and highly attractive company, along with valuable industry knowledge that will benefit the entire New Wave Group.”
