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Summer Infant rebrands and launches new consumer brand born free

Baby product company Summer Infant has rebranded as SUMR Brands, strengthening the company’s brand and product portfolio with new company born free.

SUMR Brands will act as a parent company for three separate baby and juvenile product companies; Summer, SwaddleMe and the newest member of the family, born free.

“We now have brands for multiple consumer demographics, retailers and channels,” stated ceo Mark Messner. “We’ve just begun executing our new ‘family of brands’ strategy and will continue to develop products that address the needs of a wider variety of consumers.”

Talking specifically about the born free launch, Mark said; “After many months of product development, we’re excited to launch this new brand as a part of [our] family of innovative offerings.”

“This is another example of how we’re developing each of our brands for specific, unique consumer demographics.,” he continued. “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.”

Developed as a digitally-native brand, born free products will be sold on shopbornfree.com, Amazon, and select specialty retailers.

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