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  1. Home
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  3. Baby Care
  4. Baby Jogger
Baby Jogger logo
Baby Care

Who Owns Baby Jogger?

Baby Jogger is owned by Newell Brands, Inc. (NASDAQ: NWL), a publicly traded American consumer goods company headquartered in Atlanta, Georgia. Phil Baechler founded Baby Jogger in 1984 in Madison, Wisconsin. Newell Brands acquired the company directly in December 2014 for approximately $210 million. The brand operates within Newell Brands' Learning and Development segment alongside Graco and NUK.

Parent Company

Newell Brands Inc.

Acquired

2014

Status

Publicly Traded

Headquarters

Atlanta, Georgia, United States

Baby Jogger Timeline

1903
Newell Brands Inc.

Parent company established in Atlanta, Georgia, USA

Company Founded
1984

Baby Jogger

Founded by Phil Baechler

Founded
2014
Acquired by Newell Brands Inc.

Newell Brands Inc. acquired Baby Jogger

Acquired
premiumpremiumUnited Statesall-agesOfficial Website

Who Owns Baby Jogger?

  • Parent Company: Newell Brands Inc.
  • Ownership Type: Wholly owned
  • Acquisition Year: 2014
  • Company Type: Publicly Traded
  • Stock Ticker: NASDAQ: NWL
BrandParent CompanyOwnership Type
Baby JoggerNewell Brands Inc.Wholly owned

Where to Buy

Disclosure: We may earn commission from purchases
AmazonBaby Jogger on Amazon

History of Baby Jogger

  • Founded: 1984
  • Founders: Phil Baechler
  • Acquired by Newell Brands Inc.: 2014

Phil Baechler founded Baby Jogger in 1984 in Madison, Wisconsin. Baechler was a journalist and competitive runner who wanted to run while pushing his infant son. No commercially produced stroller could handle off-road terrain at running pace. He built a three-wheeled prototype using bicycle wheels and a lightweight tubular frame, tested it on running paths, and found it functional. He began selling the product directly through running publications and mail order.

The Baby Jogger stroller was the first commercially produced jogging stroller. Early models were essentially handbuilt and reached consumers through direct mail. Demand grew steadily through the late 1980s as the fitness running movement expanded in the United States. Baby Jogger moved into retail distribution and expanded the model range to include different frame sizes and wheel configurations.

Through the 1990s, the brand broadened beyond competitive runners. Double strollers for twins and siblings became a significant part of the line. The product range grew to include weather covers, child trays, parent consoles, and car seat adapters. Baby Jogger built a reputation for durability and off-road stability that mass-market stroller brands did not match at the time.

Baby Jogger filed for Chapter 11 bankruptcy protection in the late 1990s during a period of financial difficulty. In 2003, Dynamic Brands, a Richmond, Virginia-based consumer goods company, acquired Baby Jogger out of bankruptcy and rebuilt it. Dynamic Brands expanded the product line and moved the company's operations to Henrico County, Virginia, in the Richmond metropolitan area.

The City Mini series launched in the mid-2000s. It was a turning point. City Mini was not a jogging stroller but a lightweight, compact urban stroller that folded with one hand. It broadened Baby Jogger's customer base well beyond runners to include urban and suburban parents who valued portability. City Mini became the brand's highest-volume product line.

In 2012, private equity firm The Riverside Company acquired a majority stake in Baby Jogger in a recapitalization of Dynamic Brands. The business at that point had approximately 47 employees, all based in the Richmond area.

Newell Rubbermaid acquired Baby Jogger in December 2014 for approximately $210 million. The purchase was a direct acquisition from Riverside, not part of a larger corporate merger. At the time, Baby Jogger had projected net sales of approximately $90 million and distribution in roughly 70 countries. Newell Rubbermaid subsequently renamed itself Newell Brands in 2016 following its separate merger with Jarden Corporation.

Under Newell's ownership, the brand continued its product cycle. The City Mini GT2 and City Select 2 were introduced, adding improved suspension, updated fabric options, and expanded modular seat configurations. The City Select series, which accommodates two children and multiple car seat combinations, occupies the top of the Baby Jogger price range.

About Newell Brands Inc.

What does Newell Brands own?
Newell Brands owns more than 20 major consumer brands including Sharpie (permanent markers), Rubbermaid (storage and organization), Graco (baby products), Coleman (outdoor and camping), Yankee Candle (scented candles), Calphalon (cookware), Crock-Pot (slow cookers), Paper Mate (writing instruments), NUK (baby feeding), and Contigo (insulated drinkware). The company sells products in more than 100 countries across writing, home organization, appliances, baby products, outdoor recreation, and home fragrance categories.

Is Newell Brands publicly traded?
Yes, Newell Brands Inc. is listed on the NASDAQ Global Select Market under the ticker symbol NWL. The company has been publicly traded for decades. Shares are owned primarily by institutional investors including index fund managers. The company has no controlling shareholder.

Who founded Newell Brands?
Newell Brands traces its origins to Edgar Newell, who founded the Newell Manufacturing Company in Ogdensburg, New York in 1903. The modern Newell Brands was formed through the 2016 merger of Newell Rubbermaid and Jarden Corporation. Jarden was itself led by Martin Franklin prior to the merger. Christopher Peterson serves as President and CEO as of 2025.

Where is Newell Brands headquartered?
Newell Brands is headquartered in Atlanta, Georgia, USA. The company moved its corporate headquarters to Atlanta, Georgia after the 2016 Jarden merger. Manufacturing and distribution operations span the United States, Mexico, China, Germany, and Australia, among other locations.

How many brands does Newell Brands own?
Newell Brands owns more than 20 major consumer brands. The company previously owned over 50 brands following the 2016 Jarden merger but divested more than 35 brands and businesses between 2018 and 2021 as part of a portfolio rationalization program. Current core brands include Sharpie, Rubbermaid, Graco, Coleman, Yankee Candle, Calphalon, NUK, Contigo, and First Alert, among others.

Who owns Newell Brands?
Newell Brands is a publicly traded company with no controlling shareholder. The largest shareholders are institutional investors including Vanguard Group, BlackRock, and State Street Global Advisors, which hold shares primarily through passive index funds. Individual shareholders and smaller institutional investors hold the remainder. Newell Brands has no parent company and is not owned by a private equity firm.

What is Newell Brands' revenue?
Net sales for FY2024 were approximately $7.7 billion, down from approximately $8.4 billion in FY2023. Revenue has declined from a peak of approximately $9.4 billion in FY2018, the year following the Jarden merger, as the company divested non-core brands and faced headwinds in several categories. The company's Ovation restructuring plan, launched in 2024, is intended to stabilize margins and return the business to organic growth.

Has Newell Brands faced any major controversies?
Newell Brands faced significant activist investor pressure in 2018 from Carl Icahn and Starboard Value, who criticized post-merger integration management and board governance. The company also disclosed material weaknesses in internal controls over financial reporting related to income tax accounting in 2022, which were subsequently remediated. No single product recall or regulatory action has been identified as material to the company's overall operations in recent annual filings.

  • Founded: 1903
  • Headquarters: Atlanta, Georgia, USA
  • Company Type: Publicly Traded
  • Stock: NASDAQ: NWL
  • Revenue: approximately $7.7 billion (FY2024)
  • Employees: Approximately 22,000

Visit Newell Brands Inc. website

View full company profile for Newell Brands Inc.

Where Is Baby Jogger Made / Based?

  • Headquarters: Atlanta, Georgia, United States
  • Manufacturing / Operations: China

Baby Jogger Categories & Tags

Jogging StrollersBaby GearStrollersBaby ProductsAmerican BrandParenting Gear

Baby Jogger Sustainability & Ethics

Baby Jogger operates within Newell Brands' published sustainability framework. Newell Brands has committed to greenhouse gas emission reduction targets, packaging waste reduction, and responsible sourcing standards across its supply chain. The company reports progress against these targets in its annual sustainability disclosures.

Baby Jogger products must meet CPSC regulations and ASTM F833 safety standards for strollers and carriages in the U.S. market. Products sold in the European Union must meet EN 1888 safety certification requirements. These are regulatory compliance requirements, not voluntary sustainability certifications.

Newell Brands does not publish Baby Jogger-specific sustainability metrics. No independently verified certification such as B Corp status applies to the Baby Jogger brand as of June 2026. Baby Jogger strollers are built primarily from aluminum frames, plastic components, and polyester fabrics. These materials are not typically recyclable through standard curbside programs at end of product life, a characteristic shared across the stroller industry.

Baby Jogger Recalls & Controversies

2012 Hinge Mechanism Recall: The CPSC and Baby Jogger announced a recall of approximately 210,000 strollers in August 2012, covering the City Mini, City Mini GT, and City Elite models. The issue was a hinge mechanism that could fold unexpectedly while a child was seated, creating a fall and entrapment risk. The CPSC documented at least 71 incidents and 9 injuries before the recall was announced. Consumers were directed to contact Baby Jogger for a free repair kit. The recall was coordinated with Baby Jogger's then-owner, Dynamic Brands.

Newell Brands Debt and Restructuring: Newell Brands has carried substantial debt since its 2016 merger with Jarden Corporation. Net debt stood at approximately $4.5 billion as of year-end 2025. The company has undergone extended restructuring, including brand divestitures and workforce reductions. These financial pressures have raised questions about capital allocation for individual brands within Newell's portfolio, including Baby Jogger.

Tariff Exposure: Newell Brands incurred approximately $174 million in cash tariff costs in fiscal year 2025, driven in part by tariffs on goods manufactured in China. Baby Jogger, which sources production primarily from China, is exposed to ongoing tariff risk, which Newell Brands has flagged as a headwind in its 2026 guidance.

Brands Owned by Newell Brands Inc.

CalphalonFurniture Appliances

Calphalon

Owned by Newell Brands Inc.

American brand of cookware and bakeware manufactured and marketed by Newell Brands, known for non-stick technology and durability.

cookwarenon-stickbakeware
ColemanSports

Coleman

Owned by Newell Brands Inc.

American outdoor recreation brand known for coolers, lanterns, tents, and camping gear. Owned by Newell Brands since 2015. Founded in 1900 by William Coffin Coleman.

campingoutdoorcoolers
ContigoHousehold Consumer Goods

Contigo

Owned by Newell Brands Inc.

American water bottle and drinkware brand known for AutoSeal spill-proof technology, owned by Newell Brands since 2007.

water-bottlesdrinkwarespill-proof
Crock-PotFurniture Appliances

Crock-Pot

Owned by Newell Brands Inc.

American brand of slow cookers and multi-cookers owned by Newell Brands, known for popularizing convenient home cooking since 1971.

slow-cookercookingkitchen-appliances
DymoHousehold Consumer Goods

Dymo

Owned by Newell Brands Inc.

American label maker brand owned by Newell Brands (NASDAQ: NWL). Founded in 1958. Market leader in labeling and organizational products, sold in over 100 countries. Known for LabelWriter and Rhino product lines.

labelslabel-makersoffice
Elmer'sHousehold Consumer Goods

Elmer's

Owned by Newell Brands Inc.

American brand of adhesives, glue, and craft products owned by Newell Brands (NASDAQ: NWL). Known for its iconic white school glue and Elmer the Bull mascot. Founded in 1947 by Borden Chemical Company.

glueadhesivesschool-supplies
View all brands owned by Newell Brands Inc.

Baby Jogger Ownership: Pros & Cons

Advantages

  • +Originator of the jogging stroller category with over four decades of brand recognition among active parents
  • +City Mini and City Select lines have received consistent third-party recognition from parenting publications and consumer testing organizations
  • +Access to Newell Brands' global retail distribution network across approximately 60 countries
  • +Operating within Newell's Learning and Development segment, which carries the highest normalized operating margin in the company's portfolio at 20.0%

Considerations

  • -Premium price points between $400 and $950 restrict the addressable market to higher-income households
  • -Newell Brands' approximately $4.5 billion in net debt limits investment capacity across all brands in the portfolio
  • -Primary manufacturing in China creates tariff exposure and supply chain concentration risk, as flagged in Newell Brands' 2026 guidance
  • -The 2012 CPSC recall of over 210,000 units due to a folding hinge defect remains the most significant safety event in the brand's history

Frequently Asked Questions About Baby Jogger

Sources & Further Reading

  • Baby Jogger Official Website
  • Newell Brands Investor Relations
  • Newell Brands 2025 Annual Results (SEC 8-K Filing)
  • U.S. Consumer Product Safety Commission
  • CPSC Baby Jogger 2012 Recall Notice
  • Richmond Times-Dispatch: Newell Rubbermaid Acquires Baby Jogger for $210 Million (December 2014)
  • ASTM F833 Standard for Strollers and Carriages
  • Juvenile Products Manufacturers Association
  • The Bump Best Strollers 2025

Competitors to Baby Jogger

These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.

BrandParent CompanyCountryFoundedMarket PositionPrimary MarketGender Target
GracoGracoSister Brand
Newell Brands
USA
1942
Mass marketGlobalAll-ages

Learn More About Competitors

GracoBaby Care

Graco

Owned by Newell Brands Inc.

American brand of baby gear and infant products including strollers, car seats, and playards, owned by Newell Brands.

baby-gearstrollerscar-seats

Competitive Analysis

Market Positioning: Baby Jogger competes with 1 brands in the same categories, ranging from mass market to luxury positioning.

Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.

Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.

Independent Alternatives to Baby Jogger

Looking for brands with different ownership structures? These similar brands are not owned by Newell Brands Inc., giving you alternative choices that support different corporate structures.

The Honest CompanyBaby Care

The Honest Company

Owned by The Honest Company, Inc.

Consumer goods brand co-founded by Jessica Alba in 2012, focused on non-toxic household and baby products, publicly traded on NASDAQ under ticker HNST.

baby-carenatural-productsnon-toxic
Publicly Traded

The Honest Company operates independently without a large parent corporation.

Evy BabyBaby Care

Evy Baby

Owned by Evyap

Turkish brand of baby care and gentle personal care products manufactured by Evyap, formulated for sensitive infant skin. Sold in over 100 countries across Europe, Asia, the Middle East, and Africa.

babycaregentle
Privately Owned

Evy Baby is privately owned, unlike Baby Jogger which is under a publicly traded parent company.

PampersBaby Care

Pampers

Owned by Procter & Gamble Company

Baby diaper and care products brand owned by Procter & Gamble.

diapersbaby-careparenting
Publicly Traded

Pampers is owned by Procter & Gamble Company, offering a different ownership alternative.

DreftBaby Care

Dreft

Owned by Procter & Gamble Company

Baby laundry detergent brand owned by Procter and Gamble. The

baby-carelaundry-detergenthypoallergenic
Publicly Traded

Dreft is owned by Procter & Gamble Company, offering a different ownership alternative.

EnfamilBaby Care

Enfamil

Owned by Reckitt

American infant formula brand owned by Reckitt (via Mead Johnson Nutrition), introduced in 1959 and the second-largest infant formula brand in the United States. Known for its NeuroPro formulation and DHA-enriched products.

infant-formulababy-nutritionbaby-care
Publicly Traded

Enfamil is owned by Reckitt, offering a different ownership alternative.

Johnson's BabyBaby Care

Johnson's Baby

Owned by Kenvue

Baby care brand owned by Kenvue, offering gentle shampoo, lotion, and powder for infants worldwide since 1893.

baby-careinfant-skincareshampoo
Publicly Traded

Johnson's Baby is owned by Kenvue, offering a different ownership alternative.

Newell Brands Inc. Stock Information

Jobs at Newell Brands Inc.

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Last reviewed: June 7, 2026 · Reviewed by Who Brands Editorial Team