With mid- to high-single-digit sales growth over the past three years, Newell Brands’ Baby business has been one of our best performers — a dramatic proof point that our strategy of investing in consumer insights, design and brand development can generate extraordinary results.
In 2017, the Baby team continued its track record of success, focusing on delivering compelling offerings to parents, driving both market share gains and category growth.
One of our most exciting innovations this year was the SnugRide® SnugLock® Car Seat, a powerhouse product designed with a hassle-free installation process and a definitive “click” that reassures parents that the car seat has been securely and safely installed. This Snug-Lock technology will be leveraged across a broad set of Graco offerings in 2018 that offer similar safety and reassurance benefits.
Baby Jogger® also introduced compelling innovation this year with the introduction of the City Select® LUX and City Tour® strollers. City Select LUX offers parents more than 20 riding options for their children, more than any other single-to-double stroller, while City Tour® features a patented quick-fold technology that gives parents the ability to fold the stroller with just one hand, providing the ease and flexibility they need.
From a Baby Care perspective, NUK released a new NUK® Bottle platform: the Simply Natural® collection, designed to imitate the bond between a mother and child during breastfeeding. Following intensive product research with experts, including pediatricians, midwives and moms, the product gives baby a close-to-mom feel never before found from a bottle.
In Asia, Aprica intoduced its Fladea Grow ISOFIX product, a car seat that supports children from the time a child is born to five years.
The Baby Division’s online penetration has grown considerably, with 49 percent of its revenue in the U.S. now generated via online sales, offering parents the convenience and researchability that they desire when purchasing baby products and providing a more seamless buying experience.
Graco’s leadership position in the industry and increased investment in product innovation were essential to driving our success in 2017. But the real success was and will continue to be keeping more parents and their children safe, the truest and most important trademark of Newell Brands’ best‑in‑class Baby Division brands.
2017 was a transformative year for our E‑commerce Division, which now employs more than 400 people. These e‑commerce experts helped generate strong double‑digit growth in 2017 across our e‑commerce business. In fact, e‑commerce now represents approximately 11 percent of Newell Brands’ net sales.
Already known for its expressive aromas, Yankee Candle doubled down on the power of scented candles to create intimate connections with consumers by introducing Personalized Photo Candles that commemorate fun occasions, capture a moment in time for a selfie‑obsessed generation and help enhance home décor.
