Newell Brands

Newell Brands is an American consumer-products company headquartered in Atlanta, Georgia. Its portfolio is built around branded goods used in homes, offices, schools, kitchens, outdoor settings, and families’ daily routines. Major brands associated with the company include Rubbermaid, Sharpie, Paper Mate, Expo, Dymo, Elmer’s, Coleman, Contigo, Bubba, Graco, Baby Jogger, Calphalon, Crock-Pot, Mr. Coffee, Oster, FoodSaver, Yankee Candle, WoodWick, Waterman, Parker, Prismacolor, X-Acto, and NUK. The business traces its origins to 1903, when Edgar Newell founded the Newell Manufacturing Company in Ogdensburg, New York, to make metal curtain rods. A significant early turning point came in 1916, when F. W. Woolworth became a customer. National distribution through a major retailer helped establish the company’s mass-merchandising approach. Newell expanded through manufacturing additions and acquisitions, including Western Newell Manufacturing Company in 1921, and later developed a deliberate acquisition strategy under president Daniel C. Ferguson, who took office in 1965. Newell became a public company in 1972 and moved onto the New York Stock Exchange in 1979 under the ticker NWL. During the following decades, it entered and expanded across paint applicators, cookware, glassware, cabinet hardware, writing instruments, window treatments, hair accessories, tools, labeling systems, and other consumer categories. Acquisitions of Sanford in 1992 and Calphalon in 1998 broadened its writing and cookware positions, while the 1999 acquisition of Rubbermaid and Graco transformed the scale of the company. The combination was renamed Newell Rubbermaid. The Rubbermaid transaction substantially increased the company’s brand portfolio and revenue base, but its integration became a major strategic and financial challenge. The combination was later described by Businessweek as a “merger from hell,” and the company recorded a large goodwill write-off in 2002. Newell Rubbermaid continued acquiring brands, including Gillette’s stationery products in 2000, American Tool Companies in 2002, American Saw and Manufacturing Company in 2003, DYMO in 2005, Aprica Kassai in 2008, Ignite Holdings in 2014, and Elmer’s Products in 2015. The company’s largest later transaction was its 2015 agreement to acquire Jarden Corporation in a cash-and-stock deal valued at more than $15 billion. The combined business adopted the name Newell Brands and brought together a very broad collection of household, outdoor, baby, food-preparation, stationery, and leisure brands. The transaction increased the company’s scale but also produced a complex portfolio and integration demands. From 2017 onward, Newell Brands pursued a substantial divestiture and simplification program, selling or announcing sales of several former Newell and Jarden businesses, including K2 Sports, Völkl, Levolor, Kirsch, Waddington, Rawlings, Goody, Pure Fishing, Jostens, and the United States Playing Card Company. Newell’s current identity is therefore that of a multi-category brand owner rather than a single-product manufacturer. Its strategy depends on developing recognizable brands, distributing them through mass merchants, specialty retailers, e-commerce channels, and international partners, and managing product categories with different cycles and competitive dynamics. The company has also faced criticism related to manufacturing relocations, factory closures, portfolio restructuring, and workplace conditions. Its global headquarters moved to Hoboken, New Jersey, in 2016 and returned to the Atlanta area in 2019.

Newell Manufacturing Company began in 1903 in Ogdensburg, New York, producing metal curtain rods. Its early relationship with F. W. Woolworth, beginning in 1916, gave the company national retail distribution and helped shape a mass-merchandising model. In 1921, it purchased Barnwell Manufacturing Company in Freeport, Illinois, renamed the operation Western Newell Manufacturing Company, and used its rail connections to expand shipping. A more systematic acquisition strategy emerged after Daniel C. Ferguson became president in 1965. Newell went public in 1972 and was listed on the New York Stock Exchange in 1979. Its acquisitions during the 1970s and 1980s moved it beyond curtain rods into paint applicators, cookware, glassware, cabinet hardware, and related household categories. The 1987 purchase of Anchor Hocking was particularly important because it added glassware, flatware, cookware, and Amerock hardware. During the 1990s, the company expanded into branded writing instruments, window treatments, hair accessories, and cookware. Sanford, acquired in 1992, brought Sharpie and Expo into the portfolio. Levolor and later Kirsch strengthened window coverings, while Goody expanded the company’s presence in hair-care accessories. Calphalon, acquired in 1998, established a position in higher-end cookware. The 1999 acquisition of Rubbermaid and Graco was a defining event. The transaction nearly doubled the company’s size and resulted in the Newell Rubbermaid name, but the integration proved difficult. Declining shareholder value and a major goodwill write-off led to sustained criticism of the merger’s execution. Newell Rubbermaid nevertheless continued to add brands, including Paper Mate, Parker, Waterman, and Liquid Paper through the 2000 acquisition of Gillette’s stationery business; Irwin, Vise-Grip, and Marathon through American Tool Companies; Lenox through American Saw and Manufacturing Company; and DYMO, CardScan, Mimio, Endicia, and Picture-it-Postage across the labeling, scanning, interactive-display, and postage categories. The company added Aprica Kassai in 2008 and later appointed Michael B. Polk as president and chief executive officer in 2011. Its 2014 Ignite acquisition added Contigo and Avex reusable drinkware. In 2015, it announced the acquisition of Elmer’s Products and agreed to combine with Jarden Corporation. The Jarden transaction created Newell Brands, combining products such as Coleman, Crock-Pot, FoodSaver, Graco, Oster, Sunbeam, and Yankee Candle with Newell’s existing portfolio. The resulting company was one of the largest diversified consumer-product groups in the United States. After the Jarden combination, management pursued simplification and deleveraging through a series of disposals. Businesses and brands sold or announced for sale included Ashland Hardware Systems, Bulldog, Shurline, K2 Sports, Völkl, Diamond Match, Levolor, Kirsch, Waddington, Rawlings, Goody, Pure Fishing, Jostens, and the United States Playing Card Company. Newell moved its corporate headquarters from the Atlanta area to Hoboken in 2016 and later returned the headquarters to Atlanta in 2019. The company remains a publicly traded owner and marketer of consumer brands, with activities spanning household goods, writing, outdoor products, kitchen equipment, baby products, adhesives, and home fragrance.

1. 2019Headquarters returned to Atlanta

   Newell Brands returned its headquarters to the Atlanta area.

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2. 2018Portfolio restructuring accelerates

   Newell sold or announced sales of several businesses, including Waddington, Rawlings, Goody, Pure Fishing, and Jostens.

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3. 2016Headquarters moved to Hoboken

   The company transferred its corporate headquarters to Hoboken, New Jersey.

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4. 2015Elmer’s and Jarden transactions announced

   Newell announced the $600 million Elmer’s acquisition and the substantially larger Jarden combination.

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5. 2014Ignite Holdings acquired

   The $308 million transaction added Contigo, Avex, and Autoseal technology.

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6. 2008Aprica Kassai acquired

   The Japanese stroller and child-safety-products maker joined the company.

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7. 2005DYMO acquired and brand identity refreshed

   Newell Rubbermaid acquired DYMO and introduced the “Brands That Matter” slogan.

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8. 2000Gillette stationery acquisition

   Paper Mate, Parker, Waterman, and Liquid Paper joined the company’s stationery portfolio.

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9. 1999Rubbermaid and Graco merger

   Newell acquired Rubbermaid and Graco in a transaction valued at approximately $5.8 billion and adopted the Newell Rubbermaid name.

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10. 1998Calphalon acquired

    The company expanded its cookware business into a premium-oriented segment.

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11. 1992Sanford acquired

    Newell entered a much stronger position in writing instruments through Sanford and its brands.

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12. 1987Anchor Hocking acquired

    The acquisition added glassware, flatware, cookware, and Amerock hardware.

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13. 1979New York Stock Exchange listing

    Newell was listed on the NYSE under ticker NWL.

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14. 1972Public listing begins

    The Newell Company became a public company and initially traded on NASDAQ.

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15. 1921Western Newell Manufacturing established

    Newell acquired Barnwell Manufacturing in Freeport, Illinois, and renamed it Western Newell Manufacturing Company.

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16. 1916First major national retail customer

    F. W. Woolworth began distributing Newell’s bronze-plated curtain rods nationally.

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17. 1903Newell Manufacturing Company founded

    Edgar Newell founded the company in Ogdensburg, New York, initially making metal curtain rods.

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A broad, mass-market consumer-goods portfolio organized around familiar, functional brands for household, office, school, kitchen, outdoor, baby, and lifestyle use.

• RubbermaidHousehold organization

  Rubbermaid is one of Newell’s principal household brands, covering storage containers, organization products, waste and recycling receptacles, and reusable food-storage solutions. The brand is positioned around practical organization and durable everyday use in kitchens, utility rooms, garages, offices, and other domestic settings.

• Writing portfolioWriting and stationery

  Newell’s writing portfolio includes Sharpie permanent markers, Expo dry-erase markers, Paper Mate writing instruments, Prismacolor art products, Parker and Waterman pens, Berol, Rotring, Reynolds, and X-Acto tools. Together these brands serve office, school, professional, artistic, and household applications.

• ColemanOutdoor recreation

  Coleman is Newell’s major outdoor and camping brand. Its product areas include camping equipment, outdoor lighting, coolers, shelters, and related recreation goods intended for camping, travel, tailgating, and other outdoor activities.

• Contigo and BubbaDrinkware

  Contigo and Bubba offer reusable bottles, travel mugs, tumblers, and other beverage containers. Contigo is particularly associated with spill-resistant and automatic-sealing designs, including technology obtained through the Ignite Holdings acquisition.

• Baby and juvenile productsBaby products

  Newell’s juvenile portfolio includes Graco, Baby Jogger, Aprica, NUK, Tigex, Babysun, and related products. The range covers strollers, car seats, feeding products, infant-care items, and other equipment for babies and young children.

• Kitchen and food-preparation portfolioCookware and appliances

  The kitchen portfolio includes Calphalon cookware, Crock-Pot slow cookers, FoodSaver food-preservation systems, Mr. Coffee products, Oster and Osterizer appliances, Sunbeam, Rival, Holmes, and related household equipment. The range spans cookware, countertop appliances, food storage, and climate-related home appliances.

• Adhesives and craft toolsAdhesives and arts and crafts

  Elmer’s, Krazy Glue, and X-Acto provide school, household, repair, craft, and professional products. The group includes liquid and specialty adhesives, glue products, cutting tools, and related creative-use equipment.

• Yankee Candle and home fragranceHome fragrance

  Yankee Candle, WoodWick, Chesapeake Bay Candle, and Millefiori Milano form Newell’s home-fragrance activities. Their products include scented candles, decorative candles, fragrance accessories, and related items sold through specialty, mass, and online retail channels.

• 2005Brands That Matter

  International

  Newell Rubbermaid introduced the “Brands That Matter” slogan with a refreshed corporate identity intended to emphasize the value and relevance of its branded portfolio.

  Outcome. Corporate positioning initiative; longer-term outcome not specified in the reference material.

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• 2019Return corporate headquarters to AtlantaStrategy

  The company had moved its headquarters to Hoboken in 2016 but retained longstanding ties to the Atlanta metropolitan area.

  What changed. Newell Brands announced the return of its headquarters to the Atlanta area.

  Aftermath. Atlanta again became the company’s global headquarters location.

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• 2018Refocus and divest non-core businessesStrategy

  After the Jarden combination, Newell Brands faced a complex portfolio and sought to simplify operations.

  What changed. The company announced and executed sales of multiple businesses, including Waddington, Rawlings, Goody, Pure Fishing, and Jostens.

  Aftermath. The divestiture program reduced the breadth of the portfolio and emphasized a more focused collection of consumer brands.

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• 2015Acquire Jarden CorporationM&A

  Newell pursued a large-scale combination to create a broader global consumer-products company.

  What changed. It announced a cash-and-stock acquisition of Jarden, with the combined company to operate as Newell Brands.

  Aftermath. The merger created a very large portfolio but was followed by restructuring and extensive divestitures.

  Announced transaction value. More than US$15 billion (2015)

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• 2014Acquire Ignite HoldingsM&A

  Newell wanted to expand its reusable beverage-container business.

  What changed. It agreed to acquire Ignite, owner of Avex and Contigo and developer of Autoseal technology.

  Aftermath. The transaction strengthened Newell’s drinkware portfolio.

  Acquisition price. US$308 million (2014)

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• 1999Acquire Rubbermaid and GracoM&A

  Newell sought a major expansion of its consumer-brand portfolio and scale.

  What changed. It completed the approximately $5.8 billion acquisition and renamed the combined company Newell Rubbermaid.

  Aftermath. The transaction nearly doubled the company’s size but created substantial integration and financial difficulties.

  Transaction value. Approximately US$5.8 billion (1999)

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• 2020Sistema workplace conditions during COVID-19 lockdownControversy

  Workers at the company’s Sistema facility in Auckland were reported to have raised concerns about distancing and protective equipment during the COVID-19 outbreak and lockdown. Following a WorkSafe New Zealand visit, workers were told they could stay home on full pay during the four-week lockdown.

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• 2003Criticism of Rubbermaid merger integrationControversy

  The Rubbermaid combination was criticized for poor financial performance and integration execution. Businessweek later characterized it as a “merger from hell,” while the company recorded a substantial goodwill write-off after the transaction.

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• Criticism over factory closures and relocationsControversy

  Newell Rubbermaid faced criticism in the United Kingdom over factory closures and the relocation of production associated with Parker Pen and tool brands including Berol, Record, and Marples.

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• 2018Newell Brands begins broad portfolio divestiture program

  The company announced plans to sell a number of businesses, principally former Jarden units, as part of a refocusing effort.

  M&A
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• 2018Newell Brands sells Pure Fishing to Sycamore Partners

  The Pure Fishing business was sold to Sycamore Partners as part of the portfolio-reduction program.

  M&A
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• 2015Newell Rubbermaid agrees to acquire Elmer’s Products

  The proposed acquisition added Elmer’s, Krazy Glue, X-Acto, and related adhesive and craft brands.

  M&A
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• 2015Newell Rubbermaid announces acquisition of Jarden

  The cash-and-stock transaction valued at more than $15 billion created the Newell Brands combination and greatly enlarged the company’s consumer portfolio.

  M&A
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• 2014Newell Rubbermaid announces acquisition of Ignite Holdings

  The company agreed to acquire the maker of Avex and Contigo reusable bottles and thermal mugs, including the Autoseal closure technology.

  M&AProduct launch
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• 2002Newell Rubbermaid records major goodwill write-off after Rubbermaid merger

  Integration and performance problems connected with the Rubbermaid combination led to a substantial goodwill impairment.

  Other
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• 1999Newell Rubbermaid completes the acquisition of Rubbermaid and Graco brands

  The large combination substantially expanded Newell’s portfolio and led to the company adopting the Newell Rubbermaid name.

  M&A
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1. Newell Brands
2. Newell Brands official website