U.S. Markets open in 1 hr 34 mins

Summer Infant, Now Known as SUMR™ Brands, Launches New Brand and Product Strategy


SUMR™ Brands (“SUMR Brands” or the "Company") (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™ Brands
Based 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™

View source version on businesswire.com: https://www.businesswire.com/news/home/20190206005500/en/