Tenson AB, a Swedish outdoor company, has been fully acquired by Sweden’s New Wave Group, according to an announcement.

Tenson will receive the resources and synergies necessary to enter the next stage of growth, scale up operations, and increase profitability from New Wave Group through its acquisition and integration, by the ‘growth company’ that designs, acquires, and develops brands and products across numerous sectors.

With the addition of Tenson, New Wave’s brand incubator will make its first foray into the outdoor market. Tenson will become a part of its sports and leisure operating segment, with a primary focus on the retail sales channel.

“Tenson fits perfectly into our sports and leisure business and our endeavor to expand within the outdoor segment,” ​said Göran Härstedt, New Wave Group senior vice president.

Tenson is a Swedish outdoor and lifestyle company with roots in the west coast of the Scandinavian nation. Tenson was established in Varberg in 1951. Regarding brand, product, marketing, sales, and channel strategies, the apparel brand has experienced reorganisation and repositioning during the past four years.

Tenson’s sales in 2022 totaled about SEK 130 million, with a loss after taxes of about SEK 8.5 million. The acquisition is not expected to have any major impact on New Wave Group results during the second half of 2023, but is expected to have a positive impact on the firm’s results in 2024, it added.