WIGES AB AQUIRED BY UNITED BRANDS GROUP

United Brands Group is one of Europe’s leading players in socks for fashion, sport, and leisure. With the addition of Wiges, the group now reaches an annual volume of more than 100 million pairs of socks and a retail network of approximately 45,000 points of sale across Europe.
“Becoming part of a strong international group with in-house production and distribution across Europe opens up new opportunities for Wiges,” says Martina Johansson, CEO of Wiges AB. “Our customers will benefit from a broader product range, faster development cycles, and an even higher level of service.”

Wiges is an ideal addition to our portfolio and our expansion plans. With Wiges, we are establishing a direct presence in other regions of Europe – and doing so through direct market access provided by a team of experts with strong regional roots. The company not only brings in-depth market knowledge of the Scandinavian countries, but also outstanding expertise in the underwear segment and in sustainable yarns and products such as bamboo. These specializations fit perfectly with our strategy of linking the various areas of expertise of our companies to create a unique service platform,” explains Andreas Jauslin, Group CEO of UNITED BRANDS GROUP.

The acquisition provides Wiges with a solid foundation for continued expansion in both the Nordic region and the wider European market. Together, Wiges and the companies within UBG aim to become the leading provider of socks in Europe.
“We are thrilled to join United Brands Group,” Johansson continues. “This partnership enables us to grow and evolve over time – which has been one of the key goals of this transaction. At the same time, we remain based in Kinna, continuing to design and develop everyday products for everyone – now with an expanded portfolio of brands and a broader assortment.”

Founded in 1958, Wiges has a long-standing textile tradition and a strong reputation for function, comfort, and quality. Its products combine timeless timeless design with sustainable materials and competitive pricing.
“While much will change as we move forward, our core values remain the same – comfort, quality, and sustainability will always be at the heart of everything we do,” says Johansson. “Our ambition is to create affordable products that last – for both people and the environment.”