Summer Infant, Now Known as SUMR™ Brands, Launches New Brand and Product Strategy
February 06 2019 - 11:10AM
Business Wire
SUMR™ Brands (“SUMR Brands” or the "Company") (NASDAQ: SUMR)
announced several changes to its corporate identity and brand
strategy. As consumer purchasing behaviors evolve, Summer Infant,
now known as SUMR™ Brands, is repositioning itself as a modern
products company serving an updated retail and consumer landscape.
One year after the Babies "R" Us liquidation, along with other
changes in traditional retail space, the Company is actively
adapting to meet consumer expectations and needs.
"We now have brands for multiple consumer demographics,
retailers and channels,” said Chief Executive Officer Mark Messner.
“We’ve just begun executing our new ‘family of brands’ strategy and
continue to develop products that address the needs of a wider
variety of consumers.”
Current SUMR™ Brands are Summer™, SwaddleMe® and born free®.
The “Summer” name has been rebranded to more accurately
reflect its wide variety of product offerings. Its promise to
consumers is “Baby has you. You have us.” Summer™ products
will be sold on summerinfant.com and at online and offline
retailers. Its new line expands upon successful product platforms
and includes a baby monitor, stroller and potty.
“SwaddleMe®” is a trusted brand which resonates
with first-time expectant and experienced parents alike. Its
recently-launched “luxe” line of infant swaddles features extra
soft fabrics, easy-change technology and different options for baby
body position based on the latest research.
The “born free” brand will be relaunched this spring for
consumers interested in well-designed essentials that are
“irresistible by design.” born free® products will be sold on
shopbornfree.com, and its unique new line will include a baby
carrier, combination bouncer/rocker, entertainer, multiple playards
and a stroller.
About SUMR™ BrandsBased in Woonsocket, Rhode Island,
SUMR™ Brands is driven by a commitment to people, products,
and purpose. The Company is made up of a diverse group of experts
with a passion to make family life better. For more information,
visit http://sumrbrands.com.
For the Love of Families™
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version on businesswire.com: https://www.businesswire.com/news/home/20190206005500/en/
MEDIA CONTACTAdam RitchieSUMR Brands Public
Relations(617) 819-4237pr@sumrbrands.comINVESTOR
CONTACTChris WittySUMR Brands Investor Relations(646)
438-9385cwitty@darrowir.com
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