
Sunbeam is owned by Newell Brands, a publicly traded American consumer goods company headquartered in Atlanta, Georgia. Sunbeam was acquired through Newell's 2015 merger with Jarden Corporation and is a leading kitchen appliances brand globally. The company is listed on NASDAQ under ticker NWL.
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Sunbeam | Newell Brands Inc. | Wholly owned |
Sunbeam was founded in 1910 in Chicago, Illinois, initially manufacturing electric irons and heating pads. The company was originally called the Chicago Flexible Shaft Company before rebranding to Sunbeam in 1946. Its first major consumer product was the Sunbeam electric iron, which gained popularity in the 1910s and 1920s as electricity became common in American homes.
In the 1930s and 1940s, Sunbeam expanded into toasters, coffee makers, and mixers. The Sunbeam Mixmaster, introduced in 1930, became one of the most successful electric mixers in American history and established Sunbeam as a household name. The brand's toaster line, particularly the Sunbeam Automatic Toaster with its radiant heat technology, became iconic in mid-century American kitchens.
Through the 1950s and 1960s, Sunbeam was one of the dominant small appliance brands in the United States. The company competed with Toastmaster, GE, and Westinghouse, holding significant market share in toasters, irons, and mixers. Sunbeam's products were known for distinctive design and mid-range pricing, making them accessible to middle-class consumers.
The brand's ownership history became complicated starting in the 1980s. Sunbeam was acquired by Allegheny International in 1981, which filed for bankruptcy in 1988. The brand was then acquired by a group of investors led by Michael Price and Franklin Mutual Advisers, who restructured the company as Sunbeam-Oster Company. In 1998, Sunbeam Corporation filed for bankruptcy after an accounting scandal involving CEO Al Dunlap, known as "Chainsaw Al" for his aggressive cost-cutting. The scandal destroyed shareholder value and led to SEC fraud charges against Dunlap.
After emerging from bankruptcy in 2002, the company was renamed American Household and was acquired by Jarden Corporation in 2004 for approximately $1.2 billion. Jarden operated Sunbeam alongside other consumer brands including Crock-Pot, Mr. Coffee, and Coleman for over a decade.
In 2016, Newell Rubbermaid merged with Jarden Corporation in a deal valued at approximately $15 billion, forming Newell Brands. Sunbeam became part of Newell's Home Appliances segment alongside Crock-Pot, Oster, Mr. Coffee, and FoodSaver. Under Newell's ownership, Sunbeam has continued to produce toasters, mixers, irons, and other small kitchen appliances, primarily targeting the mid-range consumer market.
In recent years, Newell has undertaken a strategic review of its brand portfolio under CEO Chris Peterson. The company has divested several non-core brands and reorganized its operating structure. Sunbeam remains part of Newell's core kitchen appliance offerings, though the brand faces increasing competition from newer direct-to-consumer kitchen brands and private label alternatives.
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.
Sunbeam operates under Newell Brands' sustainability framework. Newell reported in its 2024 Sustainability Report that 93% of plastic packaging by weight was EPS-free, 86% was PVC-free, and 84% of all product packaging was paper-based. The company has achieved a 37% cumulative reduction in Scope 1 and 2 greenhouse gas emissions at global manufacturing sites, with 14.3% of electricity from renewable sources.
Newell maintains supplier codes of conduct covering environmental practices, fair labor standards, and sustainable material sourcing. Sunbeam products are subject to these standards throughout the supply chain. Newell has donated $50 million in product since 2019 and invested $1 million in communities through its Local Impact Grant Program.
Sunbeam does not hold independent sustainability certifications such as B Corp status or Energy Star ratings for most of its product lines. The brand's environmental impact is typical of mass-market small appliance manufacturers, with most products manufactured in China and shipped globally.
Sunbeam does not currently hold notable independent industry awards or third-party recognitions that can be verified from awarding bodies. The brand's historical significance as a 115-year-old American kitchen appliance brand is well documented, but recent product-specific awards are limited.
Consumer Reports and other testing organizations have reviewed Sunbeam products over the years, typically rating them as adequate for the price point but not top performers in their categories. The brand's Mixmaster mixer and automatic toaster remain recognized as historically significant product designs.
Sunbeam has faced product safety recalls typical of small appliance manufacturers. The Consumer Product Safety Commission (CPSC) has issued recalls for various Sunbeam products over the years, primarily involving electrical hazards, overheating risks, or fire concerns in irons, toasters, and heating pads. These recalls have been managed through Newell Brands' product safety processes in cooperation with CPSC.
The most significant controversy in Sunbeam's history was the 1998 accounting scandal under CEO Al Dunlap, who was fired after the discovery of inflated sales figures and fraudulent accounting practices. The SEC charged Dunlap with securities fraud, and Sunbeam Corporation filed for bankruptcy in 2001. This scandal destroyed shareholder value and remains one of the most notable corporate fraud cases in American business history. While the scandal occurred under previous ownership, it permanently affected the brand's corporate reputation.
Newell Brands has faced broader challenges including activist investor pressure and declining sales across its portfolio. In 2023, activist investor Carl Icahn pushed for board changes and strategic restructuring at Newell, resulting in changes to the board composition and renewed focus on portfolio optimization.
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 | USA | 1972 | Mass market | Global | All Genders | |
| Newell Brands | USA | 1921 | Mass market | Global | All-ages | |
| Newell Brands | USA | 1976 | Mass market | Global | All-ages | |
| Newell Brands | USA | 1964 | Mass market | Global | All-ages |
Furniture AppliancesOwned by Newell Brands Inc.
American brand of coffee makers and brewing equipment manufactured and marketed by Newell Brands, known for affordable home coffee brewing.
Furniture AppliancesOwned by Newell Brands Inc.
American brand of kitchen appliances and blenders manufactured and marketed by Newell Brands, known for durable small appliances.
Household Consumer GoodsOwned by Newell Brands Inc.
American brand of dry erase and wet erase markers manufactured by Newell Brands, known for classroom and office supplies.
Household Consumer GoodsOwned by Newell Brands Inc.
American brand of permanent markers, pens, and highlighters manufactured and marketed by Newell Brands. Launched in 1964 by Sanford Ink Company as the first pen-style permanent marker, Sharpie holds an estimated 60% share of the U.S. permanent marker category.
Market Positioning: Sunbeam competes with 4 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.
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.
Furniture AppliancesOwned by Transformco (Transform Holdco LLC)
American home appliance brand created by Sears in 1927, now owned by Transformco. Manufactured by Whirlpool, LG, and others.
Kenmore Appliances is privately owned, unlike Sunbeam which is under a publicly traded parent company.
Furniture AppliancesOwned by Cabinetworks Group
American kitchen and bathroom cabinetry brand founded in 1946, now owned by Cabinetworks Group, the largest privately held cabinetmaker in the United States.
Merillat is privately owned, unlike Sunbeam which is under a publicly traded parent company.
Furniture AppliancesOwned by Helix Sleep Inc.
Direct-to-consumer mattress brand offering personalized sleep recommendations and hybrid mattresses made in the USA.
Helix Sleep is privately owned, unlike Sunbeam which is under a publicly traded parent company.
Furniture AppliancesOwned by Casper Sleep Inc.
Pioneer of the bed-in-a-box mattress model, now owned by foam manufacturer Carpenter Co.
Casper is privately owned, unlike Sunbeam which is under a publicly traded parent company.
Furniture AppliancesOwned by Resident Home LLC
Popular DTC mattress brand known for value pricing, 365-night trial, and lifetime warranty.
Nectar Sleep is privately owned, unlike Sunbeam which is under a publicly traded parent company.
Furniture AppliancesOwned by Serta Simmons Bedding LLC
DTC mattress brand known for affordable foam mattresses, owned by Serta Simmons Bedding.
Tuft & Needle is privately owned, unlike Sunbeam which is under a publicly traded parent company.
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