New Wave Norway

Craft of Scandinavia and Speedo end distribution partnership


After almost 15 years of successful sales of the Speedo brand in Scandinavia, Craft of Scandinavia AB and Speedo have ended their distribution partnership, with Speedo announcing a new distributor for the market.

The move allows Craft focus fully on its own brand, which has shown strong development in recent years. With only one brand in the portfolio, the company will boost that development with both expanded distribution and new products.

Craft will distribute the Speedo brand in Norway, Sweden and Denmark until the end of 2022. MnO International AB will take over as Speedo’s in-market distributor from 2023.

"During the last years, we have taken the Craft brand to a whole new level with greatly increased sales and impact all over the world. As a consequence, we have decided to end our collaboration with Speedo International and focus entirely on Craft," says Craft's managing director Stefan Persson.

"We want to thank all customers for the years with Speedo and wish the new distributor great luck on their journey ahead. To Speedo International we want to say a big thank you for many rewarding years, meetings, and collaborations that have built Speedo into the strong brand it is today," concludes Stefan Persson.

Kev McFadyen, global brand director, Speedo, says: “We would like to thank the Craft team for their valued partnership and support over the past 14 years. Speedo has been at the forefront of swimming for 100 years and we look forward to working with MnO International AB as Speedo continues to make waves within the swim category across the region.”

Mikael Engdahl, CEO, MnO International, says: “We are excited and honored to start representing Speedo and very much look forward to build on the excellent work carried out by the Craft team in continuing to build the brand and sales positively in our markets.”


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Craft Sportswear specializes in clothing and gear for endurance sports where performance and comfort are crucial for optimal result. Working closely with elite athletes and constantly developing new materials and technical solutions, Craft offers innovative training and competition apparel and footwear for world champions and everyday heroes. Established in 1977 in Borås, Sweden.



The world’s leading swimwear brand, Speedo® is passionate about life in and around the water, creating revolutionary new technologies, designs and innovations, and supports swimming from grass-roots through to the elite level. In the 1920s Speedo® made history with the Racerback: the world’s first non-wool suit. In 2008 Speedo® redefined swimwear again with Fastskin® LZR RACER® - the fastest and most technologically advanced swimsuit ever created. 2011 saw Speedo unveil another world first with the Fastskin Racing System – a cap, goggle and suit designed to work together as one. Speedo® is owned by Speedo Holdings B.V and distributed in over 170 countries around the world.

To find out more visit:


Pentland Brands Limited is the name behind some of the world’s best sports, outdoor and lifestyle brands. It owns Speedo, Berghaus, Canterbury of New Zealand, Endura, ellesse, SeaVees, and Mitre. It is the UK licensee for Kickers and has a joint venture partnership for Lacoste footwear. Its products are available in over 190 countries and are sold either directly by Group companies or are represented by licensees and distributors.

To find out more visit or follow @pentlandbrands on Instagram, LinkedIn, or Twitter.

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