We are a premier infant and juvenile products company originally founded in 1985
and have publicly traded on the Nasdaq Stock Market since 2007 under the symbol
"SUMR." We create branded juvenile safety and infant care products (targeted
for ages 0-3 years) that are intended to deliver a diverse range of parenting
solutions to families. We focus on providing innovative products to meet the lifestyle
and demands of families who seek more opportunities to connect with their children.
We operate in one principal industry segment across geographically diverse
marketplaces, selling our products globally to large, national retailers as
well as independent retailers, and on the internet through third-party websites
and our own summerinfant.com website. In North America, our customers include
Babies R Us, Wal-Mart, Amazon, Target, Buy Buy Baby, Burlington Coat Factory,
Kmart, Home Depot, and Lowes. Our largest European-based customers are Mothercare,
Toys R Us, Argos and Tesco. We also sell through international distributors,
representatives, and to select international retail customers in geographic
locations where we do not have a direct sales presence.
Continue to innovate. We continuously seek to create innovative solutions
for consumers whose lifestyles demand high quality, long lasting, and safe products.
We believe the nursery of the future will be a "connected" nursery,
providing parents with continual access to information about their child. We
expect to launch a revolutionary line of products under the Summer Smart™
line that work together in concert to provide parents information that will
allow them to better predict and respond to their babys needs. To the extent
it is consistent with our strategy, we may collaborate with third parties in
developing new products or acquiring new products.
Increase consumer connectivity with our Company. We focus our efforts on getting
to know consumers routines and lifestyles. By developing in-depth knowledge
of their needs, we seek to deliver high quality, innovative products to the
marketplace. In fiscal 2015, we conducted research that focused on the New Millennial
Parent, to better understand their shopping habits, preferred brands, attitudes,
and specific needs as they enter parenthood. From that research, we have worked
to improve our core brands of Summer Infant®, SwaddleMe®, and Born Free®
and reintroduced a new play brand, Kiddopotamus®. Through focus groups,
on-line surveys, and test marketing, we continually evaluate consumer reactions
to our products. We also take a strategic approach to setting price points,
which provides us the opportunity to create products that appeal to different
categories of end consumers and classes of trade. In addition, we seek to improve
the customer experience in stores and online.
Increase awareness of our brands. Historically, we marketed products under
our own brands, under license agreements for other brands, and under private
label agreements. In fiscal 2015, we shifted our focus to strengthening our
strong portfolio of core brands of Summer Infant®, the empowering brand
that reminds parents that "You Were Born For This™," SwaddleMe®,
the premier safe sleep brand that encourages "Safer Sleep. Brighter Days™,"
Born Free® providing nurturing support for healthy families to "Bottle
Your Love™," and new to market Kiddopotamus®, designed to inspire
"Gigantic Little Moments™" between babies and parents who love
them. Aligning our core brands with our target market values, we seek to deliver
a unique line look, brand voice, and product line that will further increase
awareness and drive brand affinity.
Maintain and grow our partnerships. We have long-standing relationships and
strong partnerships with our brick and mortar and e-commerce retail customers
and suppliers that provide us the flexibility needed to engineer our products
in a cost-efficient manner and to respond quickly to customer demands. We will
continue to focus on strengthening these existing relationships to increase
our presence in stores, online and in new geographic locations. In specialty
retail, we are seeking to add retailers and distributors to target markets where
we do not currently have a presence. In addition, we are continuing to expand
our business internationally.