SUMR Summer Infant Inc

SUMR™ Brands ("SUMR Brands" or the "Company") (NASDAQ: SUMR), a leading juvenile goods company offering innovative, proprietary products across a variety of categories, today announced the launch of a new consumer brand, born free™, to strengthen the Company’s brand and product portfolio as well as growth outlook.

“After many months of product development, we’re excited to launch this new brand as a part of the Company’s family of innovative offerings,” said Mark Messner, President and CEO. “This is another example of how we’re developing each of our brands for specific, unique consumer demographics. We continue to gain a deeper understanding of our portfolio of brands and develop their future potential with the goal of accelerating growth, enticing new consumers, and enhancing long-term margins. We’re proud of our initial born free™ suite of products and believe they offer a new consumer demographic many wonderful ways to connect with their child.”

born free™ was developed out of firm belief that baby essentials should be beautiful, versatile, accessible, and appeal to consumers interested in baby gear that is “irresistible by design.” Developed as a digitally-native brand, products will be sold on shopbornfree.com, Amazon, and select specialty retailers. Its unique new line includes:

• wima™ carrier:  an easy-to-use carrier which opens completely and offers a stress-free experience when positioning a baby.
• nisa™ playard: a spacious playard that can be used for a day at the beach, park or even a living room, with a unique pop-open design that sets up and folds in seconds with the canopy still attached.
• kova™ baby bouncer: a combination bouncer/rocker with a compact fold for easy storage or travel.
• zuta™ activity center:  an activity center with a clean, modern design which folds flat and features beautifully designed toys for the best in infant play and development.
• siba™ playard with napper & changer: a lightweight playard, napper, and changing station with a pop-open design that sets up and folds in seconds.
• liva™ compact fold stroller: a compact stroller with all the features of a full-sized stroller, in a compact, lightweight package, with small footprint and one-hand fold perfect for travel.

To learn please visit the Company’s website at www.sumrbrands.com.

About SUMR™ Brands, Inc.Based in Woonsocket, Rhode Island, SUMR™ Brands is a leading juvenile products company 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. Current SUMR™ Brands are Summer™, SwaddleMe® and born free™. For more information about the Company, please visit www.sumrbrands.com.

Company Contact:Chris WittySUMR Brands Investor Relations646-438-9385cwitty@darrowir.com