Who Owns Graco?
Graco is owned by Newell Brands, a publicly traded American consumer goods company headquartered in Atlanta, Georgia. Graco was acquired by Newell in 1999 and is a leading baby products brand globally. The company is listed on NASDAQ under ticker NWL.
Parent Company
Newell Brands Inc.
Acquired
1999
Status
Publicly Traded
Headquarters
Atlanta, Georgia, USA
Who Owns Graco?
- Parent Company: Newell Brands Inc.
- Ownership Type: Wholly owned
- Acquisition Year: 1999
- Company Type: Publicly Traded
- Stock Ticker: NASDAQ: NWL
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Graco | Newell Brands Inc. | Wholly owned |
History of Graco
- Founded: 1942
- Founders: Graco Manufacturing Company (internal development)
- Acquired by Newell Brands Inc.: 1999
Graco was founded in 1942 as a manufacturer of baby products, initially focusing on strollers and carriages. This founding vision demonstrated exceptional insight into the growing demand for baby products solutions while establishing a distinctive approach that would define the baby products category for generations. The brand established itself as a trusted name in baby gear through its commitment to safety, durability, and innovative design. This strategic positioning demonstrated Graco's exceptional ability to create differentiated baby products solutions while maintaining consistent brand positioning and quality standards that would define the brand for decades.
Throughout the 1950s and 1960s, Graco expanded its product line to include car seats, high chairs, and other essential baby products, becoming a comprehensive provider of baby gear solutions. This period of excellence demonstrated Graco's exceptional ability to scale operations while maintaining consistent brand positioning and quality standards across multiple baby products segments. This strategic diversification demonstrated Graco's exceptional ability to serve multiple consumer segments while maintaining its core brand identity and market leadership in the baby products industry.
In 1999, Graco became part of Newell through Newell's megamerger with Rubbermaid. This continued evolution demonstrated Graco's exceptional ability to maintain market relevance while adapting to changing baby products requirements and corporate dynamics. Under Newell's ownership, Graco has continued to innovate with advanced safety features, ergonomic designs, and new product categories. This continued excellence demonstrates Graco's exceptional ability to maintain market leadership while adapting to changing baby products dynamics and regulatory requirements. This strategic integration demonstrated Graco's exceptional ability to integrate into larger consumer goods corporations while maintaining its core brand identity and cultural significance in the baby products industry.
Graco is particularly recognized for its innovation in car seat safety technology, stroller design, and multi-functional baby products that serve parents throughout different stages of child development. This continued evolution demonstrated Graco's exceptional ability to maintain market relevance while adapting to changing baby products requirements and technological advancements. The brand has earned multiple industry awards and accolades for design excellence and safety innovation. This strategic partnership demonstrated Graco's exceptional ability to leverage corporate resources while maintaining its distinct baby products identity and market leadership. This continued success represents a significant milestone in the evolution of baby gear and consumer-focused infant solutions.
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
Where Is Graco Made / Based?
- Headquarters: Atlanta, Georgia, USA
- Manufacturing / Operations: United States, Mexico, China, Europe
Graco Sustainability & Ethics
As a baby products manufacturer, Graco's sustainability profile focuses on materials sourcing, manufacturing practices, and product safety. Newell Brands has committed to achieving net zero greenhouse gas emissions by 2050.
Graco products use various materials including plastic, metal, and fabric. The company sources materials from responsible suppliers and participates in Newell's supply chain transparency initiatives. The company maintains strict ethical standards for sourcing and manufacturing.
Graco does not hold cruelty-free or vegan certifications. Baby products may contain animal-derived materials such as leather and may use animal-derived components in manufacturing.
Newell Brands publishes annual sustainability reports detailing progress on environmental and social goals. Graco benefits from Newell's comprehensive sustainability framework, which includes waste reduction and renewable energy adoption.
Awards & Recognition
Graco has received recognition for product innovation and safety:
- Safety Awards: Graco has received recognition for innovations in car seat safety technology and child protection features.
- Design Excellence: The brand has received awards for innovative stroller design and ergonomic baby product solutions.
- Market Leadership: Graco is recognized as a leading brand in baby products globally.
Graco Recalls & Controversies
Product Safety Recalls: Like all baby product manufacturers, Graco has issued recalls for safety concerns. The company maintains compliance with CPSC regulations and safety standards.
Manufacturing Standards: Graco maintains strict manufacturing standards for baby products to ensure safety and quality. The company conducts regular testing and quality assurance.
Sustainability Practices: Like many manufacturers, Graco has faced questions about supply chain transparency and environmental impact. Newell's sustainability initiatives address these concerns.
Brands Owned by Newell Brands Inc.
- Baby Jogger - American brand of premium jogging strollers and baby gear, founded in 1984 by Ph...
- Calphalon - American brand of cookware and bakeware manufactured and marketed by Newell Bran...
- Coleman - American brand of outdoor and camping equipment manufactured and marketed by New...
- Contigo - American brand of water bottles and drinkware manufactured and marketed by Newel...
- Crock-Pot - American brand of slow cookers and cooking appliances manufactured and marketed ...
- Dymo - American brand of labeling tools and label makers manufactured and marketed by N...
- Expo - American brand of dry erase markers and whiteboard products manufactured and mar...
- FoodSaver - American brand of food preservation and vacuum sealing systems manufactured and ...
- Mr. Coffee - American brand of coffee makers and brewing equipment manufactured and marketed ...
- NUK - German brand of baby bottles and pacifiers manufactured and marketed by Newell B...
- Oster - American brand of kitchen appliances and blenders manufactured and marketed by N...
- Paper Mate - American brand of ballpoint pens and writing instruments manufactured and market...
- Parker - American brand of fine writing instruments manufactured and marketed by Newell B...
- Rubbermaid - American brand of household, commercial, and institutional products known for pl...
- Sharpie - American brand of permanent markers, pens, and highlighters manufactured and mar...
- Sunbeam - American brand of small kitchen appliances manufactured and marketed by Newell B...
- Yankee Candle - American brand of scented candles manufactured and marketed by Newell Brands, kn...
Graco Ownership: Pros & Cons
Advantages
- +Leading market position in baby products with strong global brand recognition
- +Access to Newell Brands' extensive research and development resources
- +Strong global distribution network through Newell's established retail channels
- +Continuous innovation in safety features and product design
- +Premium quality and safety standards maintained across all product lines
- +Significant marketing investment supporting brand awareness and parent trust
Considerations
- -Premium pricing compared to generic or store-brand baby products
- -Dependency on Newell Brands' corporate strategy and resource allocation
- -Competition from both multinational competitors and private label alternatives
- -Regulatory compliance requirements for baby product safety standards
- -Limited control over supply chain decisions as part of larger corporation
- -Exposure to broader consumer spending fluctuations affecting Newell's portfolio
Frequently Asked Questions About Graco
Sources & Further Reading
Where to Buy
Disclosure: We may earn commission from purchasesCompetitors to Graco
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Newell Brands | United States | 1984 | Premium | United states | All-ages |
Learn More About Competitors
Competitive Analysis
Market Positioning: Graco 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.
Newell Brands Inc. Stock Information
Jobs at Newell Brands Inc.
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