Strong commercial execution rarely comes from a single product launch or retail win. It happens when consumer understanding, innovation, brand building and customer execution work together.
Earlier in 2026, Newell Brands’ Baby business provided a strong example of that model, with Graco and NUK gaining market share and expanding opportunities with retail partners.
For Graco, the progress reflects a flywheel the team has been building over time: create meaningful innovation, earn additional distribution, support that distribution with strong brand activation and convert expanded placement into sales.
Reigniting innovation at Graco
The process started with a renewed focus on consumer-relevant innovation.
By developing products that address real needs for parents and caregivers, Graco gave consumers new reasons to consider the brand and retail partners new opportunities to expand their assortments.
That innovation helped unlock incremental distribution across important channels. The team then paired the expanded presence with national advertising that supported both the Graco brand and key innovations, helping drive consumers to stores and online destinations where the new assortment was available.
Together, those efforts contributed to four consecutive quarters of U.S. market share growth through the second quarter of 2026.
The team also saw strong results during important retail moments earlier in the year, including Target’s Car Seat Trade-In Event, where Graco and Baby Jogger gained share in key car seat segments.
Expanding opportunities with retail partners
Stronger performance also created additional opportunities with retail partners.
Earlier in 2026, the Baby business expanded its presence across the club channel through new product tests, assortment additions and distribution opportunities.
These wins illustrate an important part of the commercial flywheel: strong innovation can create distribution, effective activation can turn that distribution into sales, and demonstrated consumer demand can create opportunities for further innovation and expanded placement.
NUK builds its own momentum
NUK has also benefited from stronger innovation and execution.
Following the NUK Reborn launch in late 2025, the brand delivered eight consecutive months of U.S. market share growth through the first half of 2026 and delivered growth across key retail partners.
Product innovation has played an important role. NUK Perfect Match bottles also contributed to strong global sales growth earlier in the year, providing another example of how consumer-focused innovation can support brand performance.
Commercial excellence that compounds
The Baby business illustrates how Newell Brands is strengthening the capabilities required to build its brands and execute with customers.
Consumer insight informs better innovation. Stronger innovation creates new opportunities with retail partners. Brand activation helps convert distribution into sales. And stronger performance creates additional opportunities to invest, innovate and grow.
When those capabilities reinforce one another, the impact compounds.