Newell Brands (Formely Newell Rubbermaid)

What Newell Brands (Formely Newell Rubbermaid) does

Newell Brands is a global consumer goods company headquartered in Atlanta, Georgia, operating a portfolio of more than 50 iconic brands organized into three segments: Learning and Development (Sharpie, Paper Mate, Elmer's, Parker, Waterman, Reynolds, Graco, Aprica, Baby Jogger, Nuk, Tigex), Home and Commercial Solutions (Rubbermaid, Yankee Candle, WoodWick, Chesapeake Bay Candle, Calphalon, Crock-Pot, Mr Coffee, Oster, Foodsaver, Ball, Bernardin, Quickie, Rubbermaid Commercial Products), and Outdoor and Recreation (Coleman, Marmot, ExOfficio, Campingaz, Contigo, bubba, Sistema, Stearns). The company serves mass-market consumers, parents, outdoor enthusiasts, and commercial/foodservice buyers across more than 90 countries via major retailers (Amazon, Walmart, Target, Kroger), Yankee Candle stores, brand-specific e-commerce sites, and B2B distributors. Newell's revenue is hardware-product-driven through unit pricing, with limited-edition entertainment collaborations (Disney/Pixar Toy Story 5, Warner Bros Polar Express) used to drive seasonal launches. Underlying technology is concentrated in consumer goods manufacturing, packaging development (with stated AI-driven packaging initiatives), supply-chain traceability (SEDEX/SCAN membership, 611 audits in 2025), and a global supplier network of 18,000+ partners; Newell is in active restructuring with a December 2025 global productivity plan including 900+ layoffs and ~20 Yankee Candle store closures, with Q3 2025 revenue of $1.8B declining 7.2% YoY.

Name

Newell Brands (Formely Newell Rubbermaid)

Legal name

Newell Brands Inc.

Website

https://newellbrands.com

Company type

Public

Founded year

1903

Operating status

Operating

Headcount range

10,001+ employees

Short description

Newell Brands is a global consumer goods company that sells 50+ iconic brands — including Sharpie, Graco, Coleman, Rubbermaid, and Yankee Candle — across home, learning, outdoor, and commercial categories through major retailers and direct-to-consumer channels worldwide.

Ownership category

akta.pro rank

Product category

Consumer Goods

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Office Supplies and Stationery Retailers (459410)

SIC

Jewelry, Silverware & Plated Ware (3910), Pens, Pencils & Other Artists' Materials (3950), Costume Jewelry & Novelties (3960), Plastics Products, Nec (3089)

akta.pro industry

PRIMARYBPAFAMAA

Branded Merchandise & Corporate Gifts

Business & Public Services/Marketing, Advertising & PR Services/Promotional Products & Sales Promotion Services

SECONDARYCRAKAFAB

Luxury Leather Goods & Handbags

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Luxury Goods & Maison Brands (Multi-category)

SECONDARYCRAAAFAD

Luxury Handbags & Leather Goods

Consumer Products & Retail/Apparel, Footwear & Accessories/Luxury & Designer Fashion

SECONDARYCRADABAG

Snack Bars (Granola, Protein, Cereal Bars)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Snacks & Confectionery

SECONDARYCRADABAC

Chewing Gum & Mints

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Snacks & Confectionery

SECONDARYCRADAKAK

Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Home & Fabric Care Products

Keywords

• Consumer goods
• Home products
• Writing instruments
• Outdoor recreation
• Home fragrance

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Consumer Goods Sales: Newell Brands generates revenue primarily through the sale of consumer and commercial products across multiple categories including home solutions, learning and development, and outdoor recreation. Products are sold through retail channels, direct-to-consumer brand stores, and e-commerce platforms.
2. Yankee Candle Retail Stores: Direct retail sales through Yankee Candle branded stores across North America, with approximately 20 stores planned for closure as part of restructuring.
3. Note Offerings: Debt financing through senior notes offerings to institutional investors, with $1 billion offerings in 2022 and 2025 for debt refinancing.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Newell Brands is a global consumer goods company that designs, manufactures, and markets a portfolio of 50+ branded products across three segments: Learning and Development (writing instruments, adhesives, art supplies, baby products), Home and Commercial Solutions (home storage, cookware, cleaning, home fragrance, food preservation, commercial cleaning), and Outdoor and Recreation (camping equipment, outdoor apparel, drinkware, water safety gear). Products are sold under iconic owned brands such as Sharpie, Elmer's, Yankee Candle, Rubbermaid, Graco, Coleman, Oster, FoodSaver, Contigo, Sistema, Calphalon, and Paper Mate.

Product overview

Newell Brands is a global consumer goods company with an iconic portfolio of over 50 brands organized into three main operating segments: Learning and Development (writing instruments like Sharpie, Paper Mate, Elmer's, Prismacolor, Rotring, X-ACTO, Mr. Sketch, Expo, Parker, Waterman, Reynolds Pens; adhesive products like Krazy Glue; and baby/parenting products like Nuk, Aprica, Baby Jogger, Tigex), Home and Commercial Solutions (home products like Rubbermaid food storage, Crock-Pot slow cookers, Mr Coffee makers, Oster blenders, Calphalon cookware, Sunbeam heating products, Quickie and Spontex cleaning tools, Mapa gloves; home fragrance including Yankee Candle, Chesapeake Bay Candle, WoodWick; food preservation including Ball, Bernardin, Foodsaver; and commercial products Rubbermaid Commercial Products), and Outdoor and Recreation (camping equipment from Coleman and Campingaz, outdoor apparel from Marmot and ExOfficio, drinkware from Contigo and bubba, water safety from Stearns, and storage solutions from Sistema). The portfolio spans everyday consumer products across writing, adhesives, home storage, cooking, cleaning, baby care, outdoor recreation, and home fragrance categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Sharpie
• Elmer's
• Yankee Candle
• Rubbermaid
• Graco
• Coleman
• Oster
• Paper Mate
• Crock-Pot
• Mr Coffee
• FoodSaver
• Contigo
• Calphalon
• Chesapeake Bay Candle
• Sistema
• Rubbermaid Commercial Products

Quantifiable outcome

• Gross margins improved by approximately 500 basis points since unveiling capability-based improvement strategy
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Disney and PixarcoreGTM or Marketing Partner · 7 May 2026Sharpie and Elmer's brands under Newell Brands launched a limited-edition collection inspired by Disney and Pixar's 'Toy Story 5,' releasing June 19, 2026. The collaboration includes character-driven packaging with Woody, Buzz Lightyear, and Jessie, rolling out nationwide at Amazon, Walmart, and Target. A co-branded :30 advertising spot was developed with Disney and Pixar to support the film's theatrical marketing campaign.
• QuadReal Property GroupminorOthers · 11 February 2026PCCP LLC acquired a 1.2 million square foot Class A industrial distribution center on behalf of QuadReal Property Group and simultaneously secured an $82 million acquisition loan. The fully occupied facility is under long-term lease with Newell Brands, strategically positioned along Interstate 81 in the Northeast Distribution Corridor.
• Warner Bros. Discovery Global Consumer ProductscoreGTM or Marketing Partner · 27 October 2025Yankee Candle partnered with Warner Bros. Discovery Global Consumer Products to launch The Polar Express Collection, a limited-edition holiday line inspired by the film. The collection features festive fragrances, gift sets, and novelty jars available at Yankee Candle stores and online, enhancing seasonal celebration and gifting.
• SEDEX (Supplier Ethical Data Exchange)coreStrategic or Co-development Partner · 1 January 2025Newell Brands enhanced its participation with SEDEX to A/B membership, enabling more effective assessments of social compliance and supply chain security. Through membership in SEDEX and SCAN (Supplier Compliance Audit Network), the company has enhanced depth and breadth of audits for responsible sourcing.
• SCAN (Supplier Compliance Audit Network)coreStrategic or Co-development Partner · 1 January 2025Newell Brands participates in SCAN to enhance supply chain assessments and social compliance auditing capabilities alongside SEDEX membership for comprehensive supplier oversight.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kimberly-Clark: Kimberly-Clark is a major global CPG focused on personal care, household, and professional products. Comparable as a multi-brand household and personal care conglomerate, with similar distribution intensity through mass and grocery retail channels and overlapping baby care exposure (Huggies vs. Newell's Nuk/Aprica).
• Procter & Gamble: Procter & Gamble is the largest publicly traded consumer packaged goods conglomerate, operating a multi-category portfolio spanning home care, beauty, grooming, and health. P&G competes broadly with Newell's home, baby, and personal care brands, though at vastly greater scale and with deeper category leadership.
• Reckitt Benckiser: Reckitt is a UK-listed global CPG company with leading positions in hygiene, health, and nutrition. Comparable in multi-category consumer staples model and similar geographic mix, with brand portfolio depth that parallels Newell's approach to operating several category-leading labels.
• Henkel AG: Henkel is a German multinational with three operating units (Adhesive Technologies, Beauty Care, Laundry & Home Care) that mirror Newell's diversified consumer goods structure. Comparable in multi-category approach and global footprint, with overlapping exposure to adhesives (Krazy Glue vs. Pritt/Loctite) and home care.

Direct peers

• Stanley Black & Decker: Stanley Black & Decker operates a portfolio spanning tools, outdoor, and industrial brands. Comparable to Newell in diversified brand portfolio and global manufacturing footprint, with similar mass-retail channel reliance and ongoing portfolio restructuring efforts to focus on higher-margin segments.
• Helen of Troy Limited: Helen of Troy is a diversified consumer products company operating housewares, health and home, and beauty brands (OXO, Hydro Flask, Vicks). Closest direct mid-cap peer in operating model, brand acquisition strategy, and multi-category household products approach, with similar exposure to retail concentration risk.
• Church & Dwight: Church & Dwight is a mid-cap US CPG company operating household and personal care brands (Arm & Hammer, OxiClean, Trojan, First Response). Closest direct peer to Newell in size, multi-category approach, and reliance on brand extensions and acquisitions to grow within mature consumer staples categories.
• Clorox Company: Clorox is a mid-cap US CPG focused on cleaning, household, lifestyle, and specialty products. Comparable to Newell in scale, mass-retail channel concentration, and multi-brand household goods strategy, with overlapping presence in cleaning tools and home care categories.
• Tupperware Brands Corporation: Tupperware is a global direct-sales and retail brand of food storage and kitchen containers. Comparable to Newell's Rubbermaid and Sistema product categories and global household brand positioning, though Tupperware operates at much smaller scale and through a different distribution model.
• Energizer Holdings: Energizer Holdings operates a portfolio of battery, auto care, and portable lighting brands after spinning off its personal care business. Comparable in mid-cap, multi-brand household products structure and similar reliance on retail channel partnerships, though with narrower category scope than Newell.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks2 records

Key highlights7 records

Customer concentration

• Xx.com/newell_brands
• YouTubeyoutube.com/newellbrands
• LinkedInlinkedin.com/company/157237
• Instagraminstagram.com/newellbrands

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries11 records

Funding overview

Funding rounds5 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A22 records

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Newell Brands (Formely Newell Rubbermaid)