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Company > Newell Brands: Business Model, SWOT Analysis, and Competitors 2023

Newell Brands: Business Model, SWOT Analysis, and Competitors 2023

Published: May 02, 2023

Inside This Article


    In this blog article, we will delve into an in-depth analysis of Newell Brands, a renowned multinational consumer goods company. We will start by examining their business model and understanding how they operate in the market. Following that, we will conduct a SWOT analysis to identify their strengths, weaknesses, opportunities, and threats. Additionally, we will explore their main competitors and evaluate their positioning in the industry. By the end of this article, you will have a comprehensive understanding of Newell Brands' current standing and future prospects.

    What You Will Learn:

    • Who owns Newell Brands and the significance of their ownership in the company's operations and decision-making processes.
    • The mission statement of Newell Brands and how it guides the company's overall goals and strategies.
    • How Newell Brands generates revenue and the key sources of income that contribute to its financial success.
    • An explanation of Newell Brands' Business Model Canvas, providing insights into its key activities, resources, partnerships, and customer segments.
    • The main competitors of Newell Brands and how they impact the company's market position and competitive landscape.
    • A comprehensive SWOT analysis of Newell Brands, highlighting its strengths, weaknesses, opportunities, and threats to better understand its current and future prospects in the industry.

    Who owns Newell Brands?

    Overview of Newell Brands

    Newell Brands is a multinational consumer goods company that owns a diverse portfolio of popular brands. They are known for their wide range of products, including kitchen appliances, office supplies, home goods, and outdoor equipment. Some of their well-known brands include Rubbermaid, Sharpie, Coleman, Papermate, and Yankee Candle.

    Ownership Structure

    Newell Brands is a publicly traded company, meaning that its ownership is divided among a large number of shareholders who hold shares of the company's stock. The company's stock is listed on the NASDAQ stock exchange under the ticker symbol "NWL."

    As of [current date], the largest institutional shareholders of Newell Brands include various investment management firms and mutual funds. These institutional investors hold significant stakes in the company and play a crucial role in its ownership structure.

    Institutional Shareholders

    One of the largest institutional shareholders of Newell Brands is [Investment Firm A]. They own approximately [percentage]% of the company's outstanding shares. This investment firm is well-known for its expertise in the consumer goods industry and has a diversified portfolio of investments across various sectors.

    Another major institutional shareholder is [Investment Firm B], which holds around [percentage]% of Newell Brands' shares. This firm specializes in value investing and has a long history of successful investments in well-established companies.

    Insider Ownership

    Insider ownership refers to the shares held by individuals who are directly associated with the company, such as executives, directors, and employees. These insiders often have a vested interest in the company's success and can influence its strategic decisions.

    While the exact percentage of insider ownership in Newell Brands is not readily available, it is common for insiders to hold a certain portion of the company's shares. This demonstrates their confidence in the company's future and aligns their interests with those of other shareholders.


    Newell Brands is owned by a diverse group of shareholders, including institutional investors and insiders. The company's ownership structure reflects the widespread interest and confidence in its diverse range of consumer goods brands. As a publicly traded company, Newell Brands provides an opportunity for individuals and institutional investors alike to participate in its ownership and potential growth.

    What is the mission statement of Newell Brands?

    The Mission Statement of Newell Brands: Driving Innovation and Enhancing Everyday Life

    Newell Brands is a global consumer goods company that is dedicated to driving innovation and enhancing everyday life for people around the world. The company's mission statement can be summarized as follows:

    1. Creating Products that Simplify and Improve Daily Activities

    Newell Brands aims to develop products that simplify and improve the lives of consumers in their daily activities. By understanding the needs and preferences of their customers, the company strives to create innovative solutions that make everyday tasks easier, more efficient, and more enjoyable. Whether it's kitchen appliances, home organization products, or office supplies, Newell Brands focuses on enhancing the functionality and convenience of its offerings.

    2. Building Brands that Inspire Trust and Loyalty

    Another vital aspect of Newell Brands' mission is to build brands that inspire trust and loyalty among consumers. The company recognizes the importance of establishing strong connections with customers by consistently delivering high-quality and reliable products. By investing in research and development, Newell Brands ensures that its brands meet or exceed customer expectations, fostering long-term relationships based on trust and satisfaction.

    3. Promoting Sustainability and Corporate Social Responsibility

    Newell Brands is committed to promoting sustainability and corporate social responsibility in all aspects of its operations. The company recognizes its responsibility to minimize its environmental impact and contribute positively to the communities it serves. Through sustainable sourcing, responsible manufacturing practices, and philanthropic initiatives, Newell Brands strives to be a socially and environmentally conscious organization, making a positive difference in the world.

    4. Nurturing a Diverse and Inclusive Work Culture

    Newell Brands believes in cultivating a diverse and inclusive work culture that fosters creativity, collaboration, and innovation. The company values the unique perspectives and backgrounds of its employees, as it believes that diversity drives creativity and enhances problem-solving capabilities. By promoting equal opportunities and creating an inclusive environment, Newell Brands aims to attract and retain top talent, fostering a workplace where every individual can thrive and contribute to the company's success.

    In summary, Newell Brands' mission is centered around driving innovation, enhancing everyday life, building trusted brands, promoting sustainability, and nurturing a diverse and inclusive work culture. By staying true to its mission, Newell Brands continues to bring innovative products to the market, improve consumer experiences, and make a positive impact on society.

    How does Newell Brands make money?

    Overview of Newell Brands

    Newell Brands is a multinational consumer goods company that operates in various segments, including Home & Outdoor Living, Learning & Development, Food & Commercial, and Writing. With a diverse portfolio of well-known brands, such as Rubbermaid, Sharpie, Yankee Candle, and Coleman, Newell Brands caters to the needs of consumers across the globe.

    Revenue Streams

    1. Product Sales

    The primary source of revenue for Newell Brands is the sale of its wide array of products. The company manufactures and distributes consumer goods through various retail channels, including department stores, specialty stores, e-commerce platforms, and mass merchants. From kitchenware and storage solutions to writing instruments and outdoor equipment, Newell Brands offers products that are used in everyday life.

    2. Licensing and Royalties

    In addition to its own product sales, Newell Brands generates revenue through licensing arrangements and royalties. By licensing their brand names, trademarks, and intellectual property to other companies, Newell Brands expands its reach and monetizes its well-established brands. This allows them to earn a percentage of the sales made by these licensed partners.

    3. E-commerce and Digital Channels

    As consumer behavior continues to shift towards online shopping, Newell Brands has capitalized on this trend by investing in e-commerce and digital channels. Through their own online platforms and partnerships with established e-retailers, the company enables customers to purchase their products conveniently. This not only drives direct sales but also provides a platform for brand exposure and customer engagement.

    4. International Operations

    Newell Brands has a global presence, with operations in numerous countries worldwide. By expanding into new markets and leveraging their existing brand recognition, the company generates revenue from international sales. This includes both product sales and licensing agreements tailored to specific regions, allowing them to cater to local preferences and consumer demands.


    Newell Brands' revenue streams stem from a combination of product sales, licensing and royalties, e-commerce and digital channels, and international operations. Through their diverse portfolio of consumer goods and strategic business approach, the company continues to generate revenue and maintain its position as a leader in the industry.

    Newell Brands Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas, developed by Alexander Osterwalder and Yves Pigneur, is a strategic management tool that allows organizations to describe, analyze, and design their business models. It provides a visual representation of the building blocks that are crucial for creating and delivering value to customers.

    Overview of Newell Brands

    Newell Brands is a global consumer goods company that specializes in the design, manufacturing, and marketing of a wide range of products. With a diverse portfolio of brands, including Rubbermaid, Sharpie, Coleman, and Paper Mate, Newell Brands operates in various industries such as home and outdoor, office products, and baby and parenting.

    Key Elements of Newell Brands Business Model Canvas

    Customer Segments

    Newell Brands serves a diverse group of customers across different demographics and industries. Their customer segments include individual consumers, businesses, and retailers. By understanding the unique needs and preferences of these segments, Newell Brands can tailor their products and marketing strategies to effectively reach and engage their target customers.

    Value Proposition

    Newell Brands aims to provide value to their customers through innovative and high-quality products. They focus on creating solutions that enhance everyday life, improve productivity, and promote sustainability. By continuously investing in research and development, Newell Brands ensures that their value proposition remains relevant and competitive in the market.


    To reach their customers, Newell Brands utilizes a multi-channel distribution strategy. They leverage both traditional retail channels, such as brick-and-mortar stores, as well as e-commerce platforms to ensure their products are easily accessible to consumers. Additionally, Newell Brands maintains strong partnerships with retailers to enhance their distribution capabilities and expand their market reach.

    Customer Relationships

    Building strong customer relationships is a priority for Newell Brands. They strive to create positive experiences for their customers, whether it be through excellent customer service, product warranties, or loyalty programs. By fostering long-lasting relationships, Newell Brands aims to increase customer satisfaction, loyalty, and advocacy.

    Revenue Streams

    Newell Brands generates revenue through the sale of their products. They offer a diverse range of price points to cater to different customer segments and maximize their market penetration. Additionally, Newell Brands leverages cross-selling and upselling opportunities to boost their revenue streams.

    Key Resources

    To support their operations, Newell Brands relies on key resources such as manufacturing facilities, distribution networks, and intellectual property rights. Their extensive network of manufacturing facilities enables them to efficiently produce and deliver their products to customers worldwide. Furthermore, Newell Brands continuously invests in research and development to ensure their product portfolio remains competitive and innovative.

    Key Activities

    Newell Brands engages in various key activities to drive their business model. These activities include product design and development, manufacturing, marketing and advertising, supply chain management, and customer service. By effectively managing these activities, Newell Brands can create value for their customers and maintain a strong market presence.

    Key Partnerships

    Collaborations and partnerships play a vital role in Newell Brands' business model. They work closely with suppliers, retailers, and other strategic partners to ensure the availability and visibility of their products. By establishing strong partnerships, Newell Brands can leverage their partners' expertise, resources, and customer base to drive mutual growth and success.


    The Business Model Canvas provides a comprehensive framework for understanding and analyzing the key elements of Newell Brands' business model. By examining each building block, it becomes clear that Newell Brands' success is rooted in their ability to create value for their diverse customer segments, leverage multiple distribution channels, build strong customer relationships, and collaborate with strategic partners. This holistic approach allows Newell Brands to adapt to changing market dynamics, stay competitive, and continue delivering innovative products to customers worldwide.

    Which companies are the competitors of Newell Brands?

    Competitors of Newell Brands

    Newell Brands operates in a highly competitive market, facing several notable competitors. These companies constantly strive to capture market share and offer similar products and services. Here are some of the main competitors of Newell Brands:

    1. The Procter & Gamble Company (P&G): P&G is a multinational consumer goods company that competes with Newell Brands in various product categories, such as home appliances, personal care, and cleaning products. P&G is known for its strong brand portfolio, including popular names like Pampers, Tide, and Gillette.

    2. The Clorox Company: Clorox is a leading manufacturer and marketer of consumer and professional cleaning products. It directly competes with Newell Brands in the cleaning and sanitation sector, offering products like Clorox bleach, disinfecting wipes, and cleaning sprays.

    3. Rubbermaid Commercial Products: A division of Newell Brands itself, Rubbermaid Commercial Products primarily competes with Newell Brands' other segments. It specializes in commercial-grade cleaning and storage solutions, targeting businesses and institutions.

    4. The Jarden Corporation: Jarden, now part of Newell Brands, was a significant competitor before its acquisition. Jarden was known for its diverse portfolio of consumer products, ranging from home appliances and cookware to outdoor equipment and sporting goods.

    5. The Stanley Black & Decker Corporation: Stanley Black & Decker is a global manufacturer of industrial tools, household hardware, and security solutions. While focusing more on tools and hardware, it competes with Newell Brands' brands like Irwin and Lenox in certain product categories.

    6. The Spectrum Brands Holdings, Inc.: Spectrum Brands is a consumer products company that competes with Newell Brands mainly in the home and garden sector. Its brands, including Black & Decker, George Foreman, and Rayovac, overlap with Newell Brands' product offerings.

    These are just a few examples of the competitors Newell Brands encounters in the consumer goods industry. The company's ability to innovate, adapt to changing consumer preferences, and maintain strong brand recognition will be critical in staying ahead in this competitive landscape.

    Newell Brands SWOT Analysis

    Newell Brands SWOT Analysis


    1. Diversified Product Portfolio: Newell Brands boasts a wide range of products across various categories, including home appliances, office supplies, baby products, and outdoor equipment. This diversification allows the company to mitigate risks associated with fluctuations in any particular market segment and capture opportunities in multiple industries.

    2. Strong Brand Portfolio: The company owns several well-known brands, such as Rubbermaid, Coleman, Sharpie, and Graco, which enjoy high brand recognition and customer loyalty. These strong brand names give Newell Brands a competitive advantage and help drive sales in a crowded marketplace.

    3. Global Presence: With operations in over 190 countries, Newell Brands has established a global footprint. This extensive presence allows the company to reach a wide customer base and capitalize on emerging markets' growth potential. It also helps in diversifying revenue streams and reducing dependence on any single geographic region.


    1. Overreliance on Retail Partners: Newell Brands heavily relies on large retail partners for distribution, such as Walmart and Amazon. While this provides wide market access, it also makes the company vulnerable to changing retailer strategies, negotiations, and potential conflicts. Any adverse actions by these retail partners could impact Newell Brands' sales and profitability.

    2. Integration Challenges: The company has grown through numerous acquisitions over the years, leading to a complex organizational structure. Integrating these acquired businesses and aligning their operations with Newell Brands' overall strategy can be challenging and may result in inefficiencies or cultural clashes.


    1. E-commerce Expansion: The rapid growth of e-commerce presents an opportunity for Newell Brands to enhance its online presence and reach a broader customer base. By investing in e-commerce capabilities and leveraging digital marketing strategies, the company can tap into the increasing trend of online shopping.

    2. Innovation and New Product Development: Continuous innovation is crucial in the consumer goods industry. Newell Brands can capitalize on this opportunity by investing in research and development to create innovative products that address evolving consumer needs. By staying ahead of the competition and introducing new and improved offerings, the company can drive growth and maintain customer loyalty.


    1. Intense Competition: The consumer goods industry is highly competitive, with numerous established players and new entrants vying for market share. Newell Brands faces competition from both large corporations and niche brands, which can result in pricing pressures, reduced market share, or loss of customers.

    2. Economic Volatility: Newell Brands' performance is influenced by macroeconomic factors, such as changes in consumer spending patterns, interest rates, and currency fluctuations. Economic downturns or recessions can lead to reduced consumer purchasing power, impacting the company's sales and profitability.

    3. Changing Consumer Preferences: Consumer preferences and trends are constantly evolving. Newell Brands must stay attuned to these changes and adapt its product offerings to meet shifting demands. Failure to anticipate and respond to changing consumer preferences can result in decreased sales and market share.

    Key Takeaways

    • Newell Brands is a publicly traded company, meaning it is owned by shareholders who hold its stock.
    • The mission statement of Newell Brands is to "create a better, more connected world through innovative and trusted consumer products."
    • Newell Brands generates revenue through the sale of various consumer products, including household goods, office supplies, and baby products.
    • The Business Model Canvas of Newell Brands outlines its key activities, resources, and partnerships that enable it to deliver value to customers and generate revenue.
    • Competitors of Newell Brands include companies like Procter & Gamble, Kimberly-Clark, and Spectrum Brands.
    • A SWOT analysis of Newell Brands reveals its strengths, weaknesses, opportunities, and threats, providing insights into its competitive position and potential areas for growth or improvement.


    In conclusion, Newell Brands is a multinational corporation that owns a diverse range of consumer goods companies. With a mission to enhance everyday life, they strive to deliver high-quality products that meet the needs of consumers around the world. Newell Brands generates revenue through various channels, including the sale of their own branded products, as well as licensing and distributing other well-known brands.

    Their business model canvas highlights the key elements that contribute to their success, such as strong partnerships with retailers, efficient supply chain management, and a focus on innovation and product development. By continuously improving their operational processes and leveraging their extensive distribution network, Newell Brands has been able to maintain a competitive edge in the market.

    While Newell Brands has a strong presence in the consumer goods industry, they face stiff competition from other major players. Competitors such as Procter & Gamble, Kimberly-Clark, and Colgate-Palmolive pose a challenge to Newell Brands' market share. However, Newell Brands' diversified portfolio and ability to adapt to changing consumer preferences have enabled them to stay ahead in this competitive landscape.

    Conducting a SWOT analysis of Newell Brands reveals their strengths, weaknesses, opportunities, and threats. They boast a strong brand portfolio, global reach, and a customer-centric approach as their strengths. However, challenges such as increasing competition, changing market dynamics, and potential disruptions in the supply chain pose as threats. Nonetheless, Newell Brands continues to explore new opportunities for growth, such as expanding into emerging markets and investing in sustainable and eco-friendly products.

    Overall, Newell Brands remains a formidable player in the consumer goods industry, driven by their mission, diverse product offerings, and relentless pursuit of customer satisfaction. With a solid business model and a keen understanding of the market, they are well-positioned to navigate the challenges and seize future opportunities in the ever-evolving consumer goods landscape.

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