Newell Brands
Newell Brands is a global consumer goods company operating 50+ iconic brands (Sharpie, Graco, Coleman, Rubbermaid, Yankee Candle) across writing, home, and outdoor categories, selling primarily through Amazon, Walmart, and Target to consumers in 90+ countries while executing a multi-year operational turnaround.
- Company typePublic
- Founded1903
- HeadquartersAtlanta, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Newell Brands does
Newell Brands is a global consumer goods company headquartered in Atlanta, Georgia, operating a diversified portfolio of over 50 iconic brands across three reporting segments: Learning & Development (Sharpie, Paper Mate, Elmer's, Prismacolor, Expo, Crayola, X-ACTO), Home & Commercial (Rubbermaid, Sistema, Calphalon, Yankee Candle, WoodWick, Oster, Crock-Pot, Rubbermaid Commercial Products), and Outdoor & Recreation (Coleman, Campingaz, Graco, Baby Jogger, Marmot, ExOfficio). The company manufactures and markets physical consumer products spanning writing instruments, food storage, kitchen appliances, home fragrance, baby gear, and outdoor equipment, serving consumers globally through major retail partners (Amazon, Walmart, Target), brand-owned Yankee Candle retail stores, direct-to-consumer e-commerce, and international distributors across more than 90 countries.
The business generates revenue through unit pricing across consumer product tiers ranging from $3.47 (Sharpie basic markers) to $674.99 (Graco travel system bundles), with deliberate premium positioning in categories like baby care, outdoor recreation, and home fragrance. Distribution spans enterprise field sales for major retail accounts, brand-owned DTC channels, and wholesale/distributor networks. Under CEO Chris Peterson's multi-year turnaround strategy, the company is pursuing operational productivity (a December 2025 plan reduces workforce by over 900 employees and closes ~20 Yankee Candle stores, targeting $110-$130M annualized savings), portfolio rationalization (Goody Products divestiture to ACON Investments, Reynolds Pens India divestiture to DOMS Industries), innovation-led growth (25 Tier One/Tier Two product innovations planned for 2026 including Coleman Snap N Go and Graco SnugRide Turn & Slide), and aggressive AI-driven transformation through the Quantum Leap program integrating Adobe Firefly, CommerceIQ, and proprietary DTC assortment models.
Revenue mechanics reflect a mature consumer staples business with FY2024 net sales of approximately $7.20 billion, FY2025 revenue of $7.20 billion, Q1 2026 net sales of $1.549 billion (down 1.1% YoY), and management guidance for FY2026 of flat-to-2% growth. The company carries net debt of approximately $4.47 billion against operating margin expansion to 4.8% normalized in Q1 2026, supports a 7.2-8.5% dividend yield, and serves a globally fragmented consumer base concentrated through a small number of major retail channel partners.
Newell Brands firmographics
Firmographics- Name
- Newell Brands
- Legal name
- Newell Brands Inc.
- Website
- https://newellbrands.com
- Company type
- Public
- Founded year
- 1903
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Newell Brands is a global consumer goods company operating 50+ iconic brands (Sharpie, Graco, Coleman, Rubbermaid, Yankee Candle) across writing, home, and outdoor categories, selling primarily through Amazon, Walmart, and Target to consumers in 90+ countries while executing a multi-year operational turnaround.
- Ownership category
- akta.pro rank
Newell Brands industry classification
Industry- Product category
- Consumer Products
- NAICS
- Doll, Toy, and Game Manufacturing (339930)
- SIC
- Canned, Fruits, Veg, Preserves, Jams & Jellies (2033)
- akta.pro primary industry
- Stationery & Office Paper Products (notebooks, pads, forms) (IMAMAHAG)
- akta.pro secondary industry
- Office, Stationery & Craft Supplies DTC (CRAFACAL)
Keywords
Where Newell Brands is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Newell Brands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Consumer Products Sales: Core revenue from designing, manufacturing, and selling commercial and consumer goods including storage products, stationery, cookware, baby care products, outdoor recreation equipment, and home fragrances. Revenue generated through major retail channels (Walmart, Target, Amazon) and brand-owned retail stores.
- Dividend Payments: Quarterly cash dividend of $0.07 per share returned to shareholders, representing approximately 7-8.5% annualized yield. Consistent dividend payout represents routine return of capital to shareholders.
- Asset Sales and Divestitures: Revenue from selling brand assets and subsidiaries, including Reynolds Pens India business sold to DOMS Industries for $3.7 million and Goody Products hair styling tools sold to ACON Investments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Graco SnugRide Turn & Slide Rotating Infant Car Seat at premium baby gear pricing |
| Unit Pricing | Pay-as-you-go | Sharpie and Elmer's Toy Story 5 limited-edition collection across multiple price points |
| Unit Pricing | Pay-as-you-go | Yankee Candle YC Collection premium home fragrance line |
| Unit Pricing | Pay-as-you-go | Jeremonstar limited-edition draft comic created with Sharpie products |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels8 records
Newell Brands product offering
Product offeringCore offering
Newell Brands designs, manufactures, and sells a diversified portfolio of branded consumer products across baby care (Graco, Nuk, Baby Jogger, Aprica, Tigex), writing instruments and craft supplies (Sharpie, Paper Mate, Elmer's, Prismacolor, Expo, X-ACTO), home and commercial solutions (Rubbermaid, Sistema, Yankee Candle, Calphalon, Oster, Crock-Pot, Mr. Coffee, FoodSaver, Quickie), and outdoor and recreation products (Coleman, Campingaz, Marmot, ExOfficio, Stearns, Contigo). The company distributes these physical products through mass retailers (Amazon, Walmart, Target), brand-owned Yankee Candle stores, DTC e-commerce, and international wholesale partners across more than 90 countries.
Product overview
Newell Brands is a diversified global consumer goods company operating a portfolio of over 50 well-known consumer brands across multiple categories. The company does not offer a unified software platform; rather, it manufactures and markets physical consumer products organized into three operating segments: Learning & Development (writing instruments like Sharpie, Paper Mate, Elmer's, Prismacolor, Expo; craft supplies like X-ACTO and Krazy Glue), Home & Commercial (food storage via Rubbermaid and Sistema; kitchen appliances including Oster, Crock-Pot, Mr Coffee, and Calphalon; home fragrances through Yankee Candle and Chesapeake Bay Candle/WoodWick; commercial cleaning with Rubbermaid Commercial Products and Quickie), and Outdoor & Recreation (camping gear via Coleman and Campingaz; outdoor apparel through Marmot and ExOfficio; baby care with Graco, Baby Jogger, Nuk, Aprica, and Tigex; water safety through Stearns). The company serves consumers globally through major retail channels, direct-to-consumer e-commerce, and brand-specific online stores.
Differentiator
Problem solved
Functional benefit
Brands
- Rubbermaid: Food storage containers and home organization products
- Sharpie
- Graco
- Coleman
- Yankee Candle
- Oster
- Paper Mate
- Elmer's
- Crock-Pot
- Mr. Coffee
- Sunbeam
- FoodSaver
- Contigo
- Calphalon
- Marmot
- ExOfficio
- Sistema
- Chesapeake Bay Candle
- WoodWick
- Parker
- Waterman
- Ball
- Bernardin
- Quickie
- bubba
- Stearns
- Aprica
- Baby Jogger
- Nuk
- Dymo
- X-ACTO
- Krazy Glue
- Expo
- Prismacolor
- Mr. Sketch
- Rotring
- Tigex
- Campingaz
- Spontex
- Mapa
- Reynolds Pens
- Cadence
- Rubbermaid Commercial Products
Products and services
- Sharpie Permanent markers and pens for writing, crafting, and creative applications. One of Newell Brands' flagship writing instrument brands.
- Graco Baby gear including car seats, strollers, high chairs, and playards serving parents and caregivers.
- Coleman Outdoor recreation equipment including camping gear, coolers, tents, and lighting.
- Rubbermaid Food storage containers, home organization, and cleaning products with stackable designs, leak-resistant lids, and dishwasher-safe options.
- Yankee Candle Scented candles and home fragrance products, including the premium YC Collection line and brand-owned retail stores.
- Elmer's Craft and school supplies including glues, slime kits, and art products for children's crafting and educational use.
- Coleman Snap 'N Go Collapsible Hard Cooler First-ever collapsible hard cooler offering up to 64 hours of cold retention with dual carry options, available in three sizes.
- Graco SnugRide Turn & Slide Rotating Infant Car Seat Rotating infant car seat with 180-degree rotation and slide mechanism, Anti-Rebound Bar, and Graco ProtectPlus crash testing.
- Sharpie and Elmer's Toy Story 5 Collection Co-branded Sharpie and Elmer's collection including markers, highlighters, glue sticks, and slime kits featuring Disney/Pixar Toy Story 5 characters.
- Yankee Candle YC Collection Premium home fragrance collection in candle and reed diffuser formats developed with world-renowned perfumers.
- Chesapeake Bay Fragrance Collection Coastal-inspired home fragrance collection of candles and reed diffusers.
- Rubbermaid Commercial Products Commercial-grade cleaning and sanitation products for professional facilities, healthcare, and industrial applications.
- Oster Kitchen Appliances Kitchen appliances including blenders, food processors, and kitchen electronics for home cooking and food preparation.
- Crock-Pot Slow Cookers Slow cookers and multi-cookers for home cooking.
- Calphalon Cookware Premium cookware and kitchenware including pots, pans, and bakeware.
- Mr. Coffee Brewers Coffee makers and brewing appliances for home coffee preparation.
- FoodSaver Vacuum Sealing Systems Food vacuum sealing systems and accessories for food preservation and storage.
- Contigo Drinkware Drinkware including water bottles, travel mugs, and tumblers with proprietary sealing technologies.
- Sistema Food Storage Food storage containers and lunch boxes made in New Zealand, BPA and Phthalate free.
- Paper Mate Writing Instruments Writing instruments including pens, pencils, and markers for everyday use and office applications.
- Parker Luxury Pens Luxury writing instruments crafted in France since 1883.
- Waterman Luxury Pens French luxury pens hand-assembled since 1883, balancing beauty and innovation.
- Marmot Outdoor Apparel and Gear Premium outdoor apparel and gear including jackets, sleeping bags, and equipment for serious outdoor enthusiasts.
- Campingaz Outdoor Cooking Equipment European outdoor cooking and camping equipment including grills, lanterns, and camp stoves.
- Baby Jogger Premium Strollers Premium strollers and baby gear targeting active parents seeking high-quality mobility products.
- ExOfficio Technical Travel Apparel Technical travel apparel with features like insect-repellency, sun protection, and easy-care fabrics for world travelers.
- Quickie Cleaning Tools Cleaning tools including mops, brooms, brushes, and dusters for household and professional cleaning.
Quantifiable outcome
- 500 basis points gross margin improvement since capability-based improvement strategy
- +5 more outcomes
Companies that use Newell Brands
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles2 records
Newell Brands technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature5 records
Newell Brands partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- DOMS IndustriesminorDOMS Industries acquired Reynolds brand pen and school supplies business from Newell Brands entities including Reynolds Pens India and five subsidiaries for $3.7 million upfront consideration. Transaction includes plant, machinery, intellectual property, trademarks, contracts, and employees with completion targeted for July 1, 2026.
- Disney and PixarcoreSharpie and Elmer's brands launched limited-edition Toy Story 5 collection featuring Disney/Pixar characters including Woody, Buzz Lightyear, and Jessie. Collaboration includes co-branded 30-second advertising spot developed with Disney and Pixar supporting film's theatrical marketing campaign, rolling out at Amazon, Walmart, and Target ahead of June 19, 2026 release.
- Jeremiyah LoveminorSharpie extended partnership with 2026 Sharpie Rookie of the Year Jeremiyah Love, collaborating with his comic book venture Jeremonstar to release limited-edition draft comic created entirely using Sharpie S-Gel pens. Partnership includes custom Draft night suit featuring Jeremonstar artwork and continues throughout his rookie season.
- CommerceIQcoreCommerceIQ partnered with Newell Brands deploying AI Content Agent that achieved 40x improvement in time saved in under 80 days. Platform enables automation of repetitive high-volume tasks with 10x to 100x improvements in task speed and optimization volume compared to traditional workflows.
- Reese's Book ClubcoreYankee Candle announced exclusive year-long partnership with Reese's Book Club to release four quarterly limited-edition fragrances throughout 2026, each designed to complement mood and themes of seasonal book club selections. Partnership includes experiential activations including pop-up events and Hello Sunshine's Shine Away 2026 event.
- Keep America BeautifulcoreChesapeake Bay Fragrance brand partnered with Keep America Beautiful as official sponsor of the Greatest American Cleanup initiative, supporting community-led shoreline protection and beautification efforts. Partnership reinforces environmental commitment tied to Chesapeake Bay roots and includes co-branded environmental messaging.
- Tokyo SummerlandminorColeman, a division of Newell Brands Japan LLC, partnered with Tokyo Summerland theme park to enhance pool experiences during summer 2026. The collaboration expands Coleman Rest areas with Party Shade Light 300+ shade installations and additional seating options including Beaver Seating and Conifer Seating, implementing dark room technology across various park locations.
- AdobecoreNewell Brands implemented Adobe AI-enabled content supply chain solutions including Firefly Services, Firefly Custom Models, Adobe Express, Workfront, and Experience Manager Assets. Achieved 75% acceleration in Paper Mate packaging production and 33% improvement in Oster social content creation in Latin America.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
Newell Brands competitors and assessment
Company assessmentDirect peers
- Church & Dwight: Diversified CPG company operating brands like Arm & Hammer, Trojan, OxiClean, and Batiste with a similar multi-brand strategy spanning household and personal care. Closest direct comparable to Newell in business model and brand-house portfolio approach.
- Clorox: Household consumer products manufacturer (Clorox, Glad, Pine-Sol, Burt's Bees). Overlaps directly with Newell's Home & Commercial segment in food storage, cleaning, and air care categories with similar mass-market distribution.
- Helen of Troy: Multi-brand consumer products company owning OXO, Vicks, Braun, Hydro Flask, and personal care brands. Operates with the same brand-house acquisition and operational integration model as Newell across overlapping categories.
- Energizer Holdings: Consumer products brand-owner operating Energizer batteries and auto care, with multi-channel distribution through Walmart, Target, and Amazon and a similar turnaround-style operational model aimed at margin expansion.
- BIC: Global manufacturer of stationery products (pens, markers, lighters, shavers) that competes head-to-head with Sharpie, Paper Mate, and other Newell writing instrument brands in consumer and office channels.
- Tupperware Brands: Food storage container manufacturer competing directly with Rubbermaid and Sistema in home food preservation. Operates in the same household consumer market with similar retail distribution channels.
Broad incumbents
- Procter & Gamble: Largest CPG company globally with multi-billion-dollar household and personal care brands (Tide, Pampers, Gillette). Far larger scale than Newell, but operates the same brand-house model across overlapping categories like baby care and home.
- Kimberly-Clark: Major consumer products company (Kleenex, Huggies, Scott, Kotex). Overlaps with Newell in tissue/paper-adjacent categories and shares similar mass-market distribution through grocery and club channels.
- 3M: Diversified manufacturer with consumer products division (Post-it, Scotch, Command). Comparable in brand portfolio breadth and multi-category presence, though anchored more heavily in industrial applications.
- Stanley Black & Decker: Global tools and outdoor products company. Overlaps with Newell in outdoor recreation via Coleman and shares a significant U.S. manufacturing footprint with similar turnaround-style operational initiatives.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Newell Brands social profiles
Digital presenceNewell Brands compliance and trust
Trust signalCompliance8 records
Newell Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Newell Brands leadership team
Management profileNumber of profiles
Profiles5 records
Newell Brands subsidiaries and ownership
Company hierarchySubsidiaries4 records
Newell Brands funding detail
Funding detailFunding overview
Funding rounds8 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Newell Brands M&A and investment
M&A and investmentM&A22 records
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Newell Brands
What does Newell Brands do?
Newell Brands designs, manufactures, and sells a diversified portfolio of branded consumer products across baby care (Graco, Nuk, Baby Jogger, Aprica, Tigex), writing instruments and craft supplies (Sharpie, Paper Mate, Elmer's, Prismacolor, Expo, X-ACTO), home and commercial solutions (Rubbermaid, Sistema, Yankee Candle, Calphalon, Oster, Crock-Pot, Mr. Coffee, FoodSaver, Quickie), and outdoor and recreation products (Coleman, Campingaz, Marmot, ExOfficio, Stearns, Contigo). The company distributes these physical products through mass retailers (Amazon, Walmart, Target), brand-owned Yankee Candle stores, DTC e-commerce, and international wholesale partners across more than 90 countries.
Is Newell Brands a public or private company?
Newell Brands is a public company. It is classified as public and is currently operating.
When was Newell Brands founded?
Newell Brands was founded in 1903. It employs 5,001 to 10,000 people.
Where is Newell Brands based?
Newell Brands is headquartered in Atlanta, United States, in the North America region.
How does Newell Brands make money?
Three revenue lines are on record. Consumer Products Sales are the primary driver. The others are dividend Payments and asset Sales and Divestitures.
Who are Newell Brands's main competitors?
Direct peers on record are Church & Dwight, Clorox, Helen of Troy, Energizer Holdings, BIC and Tupperware Brands. Broad incumbents are Procter & Gamble, Kimberly-Clark, 3M and Stanley Black & Decker.
Does Newell Brands have an API?
No public API is recorded for Newell Brands.
What industry is Newell Brands in?
Newell Brands's product category is Consumer Products. Its primary akta.pro industry code is IMAMAHAG, Stationery & Office Paper Products (notebooks, pads, forms), with a secondary code of CRAFACAL, Office, Stationery & Craft Supplies DTC. Its NAICS code is 339930 and its SIC code is 2033.