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

Who Owns Graco?

Graco is owned by Newell Brands (NASDAQ: NWL), a publicly traded American consumer goods company headquartered in Atlanta, Georgia. Graco was acquired by Newell in 1999 and operates as a wholly-owned brand within the Learning and Development segment, offering strollers, car seats, and baby gear globally.

Parent Company

Newell Brands Inc.

Acquired

1999

Status

Publicly Traded

Headquarters

Atlanta, Georgia, USA

Graco Timeline

1903
Newell Brands Inc.

Parent company established in Atlanta, Georgia, USA

Company Founded
1942

Graco

Founded by David Saint, Robert Gray

Founded
1999
Acquired by Newell Brands Inc.

Newell Brands Inc. acquired Graco

Acquired
mid rangemass marketGlobalall-agesOfficial Website

Who Owns Graco?

  • Parent Company: Newell Brands Inc.
  • Ownership Type: Wholly owned
  • Acquisition Year: 1999
  • Company Type: Publicly Traded
  • Stock Ticker: NASDAQ: NWL
BrandParent CompanyOwnership Type
GracoNewell Brands Inc.Wholly owned

Where to Buy

Disclosure: We may earn commission from purchases
AmazonGraco on Amazon

History of Graco

  • Founded: 1942
  • Founders: David Saint, Robert Gray
  • Acquired by Newell Brands Inc.: 1999

Graco was founded in 1942 in Philadelphia, Pennsylvania, by David Saint and Robert Gray as Graco Metal Products. The company originally manufactured metal components for the automotive and furniture industries. The shift to baby products came in 1953, when Saint, an engineer, designed the world's first automatic baby swing after watching his wife soothe their infant. The swing, called the Graco Swyngomatic, sold over one million units and established Graco as a baby products company.

Following the success of the swing, Graco expanded into other baby gear categories. In the 1960s and 1970s, the company introduced high chairs, playards, and strollers. The Graco Pack 'n Play playard, introduced in the early 1990s, became one of the brand's most recognizable products and a staple in many American households with infants.

Graco entered the car seat market in the 1980s and became one of the largest car seat manufacturers in the United States. The brand introduced the SnugRide infant car seat line, which became a market leader. Graco also developed convertible car seats that could be used rear-facing for infants and forward-facing for toddlers, addressing the need for longer-lasting products as children grew.

In 1999, Newell Rubbermaid acquired Graco. Under Newell's ownership, Graco continued to expand its product line and geographic reach. The brand added the FastAction fold stroller line, the 4Ever all-in-one car seat (which serves children from birth through booster seat age), and the Modes stroller system with multiple seating configurations.

In 2014, Graco recalled approximately 3.7 million car seats because the harness buckle could become difficult to open or could stick, posing a safety risk. The recall affected select toddler convertible car seats and harnessed booster seats sold from 2009 through 2013. No injuries were reported. Graco provided free replacement buckles to affected customers.

In 2025, Newell Brands paused purchase orders on China-made goods, primarily Graco baby products, due to tariffs imposed during the US-China trade dispute. This disruption affected Graco's supply chain and product availability, highlighting the brand's reliance on Chinese manufacturing for baby gear.

In early 2026, Graco issued a voluntary recall of select SnugRide Turn and Slide infant car seats and car seat bases sold from January 2026 through March 2026 due to a structural issue. The recall affected specific models of infant car seats and bases. Strollers were not affected. Graco offered free replacement products, including infant car seat or toddler seat options, or base-only replacement, depending on the affected product.

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 Graco Made / Based?

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

Graco Categories & Tags

Baby GearStrollersCar SeatsInfantNewell Brands

Graco Recalls & Controversies

Graco has experienced multiple product recalls over its history, which is not unusual for a major baby products manufacturer given the strict safety standards governing juvenile products. However, some recalls have been significant.

In October 2010, Graco recalled approximately 2 million Quattro Tour and MetroLite strollers sold between November 2000 and December 2007. The recall addressed entrapment and strangulation risks when children were not properly harnessed. Four infant deaths, five entrapment cases with injuries, and one case of breathing difficulty were reported. Graco provided repair kits to address the issue.

In 2014, Graco recalled approximately 3.7 million car seats because the harness buckle could become difficult to open or could stick. The recall affected select toddler convertible car seats and harnessed booster seats sold from 2009 through 2013. No injuries were reported. Graco provided free replacement buckles.

In November 2014, Graco recalled approximately 4.7 million strollers with external sliding fold-lock hinges due to fingertip amputation hazards. The recall affected 11 stroller models sold between August 2000 and September 2014. Eleven finger injuries including six fingertip amputations were reported. Graco provided free repair kits.

In early 2026, Graco issued a voluntary recall of select SnugRide Turn and Slide infant car seats and car seat bases sold from January 2026 through March 2026 due to a structural issue. Strollers were not affected. Graco offered free replacement products, including infant car seat or toddler seat options, or base-only replacement.

Graco has also faced scrutiny over inclined sleeper accessories included with select Pack 'n Play models. These products were part of broader industry concerns about inclined sleep surfaces for infants, which led to recalls and regulatory action across multiple baby product manufacturers.

Brands Owned by Newell Brands Inc.

Baby JoggerBaby Care

Baby Jogger

Owned by Newell Brands Inc.

American brand of premium jogging strollers and baby gear, founded in 1984 by Phil Baechler and owned by Newell Brands (NASDAQ: NWL), sold in over 60 countries worldwide.

jogging-strollersbaby-gearstrollers
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
View all brands owned by Newell Brands Inc.

Graco Ownership: Pros & Cons

Advantages

  • +Access to Newell Brands' distribution network across mass market retailers
  • +Shared manufacturing and supply chain resources with other Newell brands
  • +Strong brand recognition built over 80 years in the baby products market
  • +R&D resources from Newell for safety innovation and product development
  • +Mid-range pricing accessible to a broad consumer base

Considerations

  • -Heavy reliance on Chinese manufacturing creates tariff and supply chain risk
  • -Multiple product recalls have raised safety concerns among some consumers
  • -Dependency on Newell Brands' corporate strategy and resource allocation
  • -Competition from premium brands like Chicco and Britax at the high end
  • -Newell's overall declining sales create pressure on brand investment

Frequently Asked Questions About Graco

Sources & Further Reading

  • Graco Official Website -
  • Newell Brands Official Website -
  • Newell Brands Investor Relations -
  • SEC EDGAR: Newell Brands (NWL) -
  • NASDAQ: Newell Brands (NWL) -
  • Consumer Product Safety Commission: Graco Recalls -
  • Wikidata: Graco -
  • Graco Recall Information -

Competitors 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.

BrandParent CompanyCountryFoundedMarket PositionPrimary MarketGender Target
Baby JoggerBaby JoggerSister Brand
Newell Brands
United States
1984
PremiumUnited statesAll-ages
NUKNUKSister Brand
Newell Brands
USA (Newell Brands)
1956
PremiumGlobalAll-ages

Learn More About Competitors

Baby JoggerBaby Care

Baby Jogger

Owned by Newell Brands Inc.

American brand of premium jogging strollers and baby gear, founded in 1984 by Phil Baechler and owned by Newell Brands (NASDAQ: NWL), sold in over 60 countries worldwide.

jogging-strollersbaby-gearstrollers
NUKBaby Care

NUK

Owned by Newell Brands Inc.

German baby care brand founded in 1956, specializing in baby bottles, pacifiers, and infant feeding products. Owned by Newell Brands (NASDAQ: NWL) since 2011. Known for orthodontic pacifier designs developed with input from dental professionals. Faced a microplastics class action lawsuit in 2024.

baby-bottlespacifiersbaby-care

Competitive Analysis

Market Positioning: Graco competes with 2 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 Graco

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.

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 Graco which is under a publicly traded parent company.

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.

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.

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.

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.

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.

Newell Brands Inc. Stock Information

Jobs at Newell Brands Inc.

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Last reviewed: July 9, 2026 · Reviewed by Who Brands Editorial Team