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  • We create new business opportunities for our partners from all over the globe.

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    Our expertise

    Northern Europe & The Baltics

    Our on-site and local knowledge in Sweden, Norway, Denmark, Finland, Lithuania, Estonia and Latvia allows our customers to rapidly allocate effective go-to and time-to market solutions there. Our products are hand picked through constant trend analyzing and scouted at exhibitions/fairs around the world. We help our partner companies with launch-campaigns, local SEO/SEM, branding and all other challenges they might have when targeting a new market.

    Core business

    An innovative product range

    Newgen Distribution is a leading diversified distributor within Wearables & Accessories, Robotics & Drones, SSD & Storage, Security, Networking & Surveillance, Sound & Vision connected technologies, focused on Northern Europe and The Baltics: Sweden, Norway, Denmark, Finland & Lithuania, Estonia and Latvia. We distribute to sectors including CE-chains, e-commerce, sport department chains and government sectors such as health-care, education etc.

    Vision & Mission

    Vision & Mission

    Vision - Newgens aim is to be a leading distributor connecting the Nordics & Baltics with the best technologies.

    Mission - Through innovative marketing, a large local network and lots of hard work, Newgen has become the natural choice for companies like Fitbit, Tile and Sphero etc. We empower remarkable people to exceed expectations and deliver outstanding service and innovative technologies to our customers.

    Our team

    Distribution, sales and logistics

    Our team is specialized within sales, logistics, finance, RMA and product management as well as sourcing. Both founders, Max Ellberg and Axel Djurson, hold double BchS in Business and Economics. Since 2016 Newgen is part of CMS Distribution, Europe’s leading specialist distributor. Board members are Max Ellberg (Joint CEO), Axel Djurson (Joint CEO), Frank Salmon (CEO and founder of CMS), Tom Burke (CFO at CMS) and Arnaud Bonvarlet (Director of European Business Development at CMS). Mark Needham from Widget UK is our mentor as well as board member. He has 30 years of experience within distribution. Johannes Muellner with 20 years of start-up experience has also been with Newgen since the beginning. Competent people make Newgen Distribution a strong competitor in its field.

    "We add value to our partners distribution solution, being local in their foreign market."


    If you have questions regarding our products or services, please contact us using the information below.

    Direct +46 (0) 20 19 15 90

    Click here to follow us on instagram

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