Safety First
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A trusted brand within Dorel Juvenile's portfolio, Safety First’s mission is to provide innovative products designed to make a family safer and life easier. The origins of the company date back to the early 80s, when Founder, Michael Lerner created a ‘Baby on Board’ sign following a fearful trip driving his 18 month old nephew home. This sign is still part of the collection and has to date sold millions of units globally.

The brand expanded its collection to support baby through its development stages and activities, giving parents peace of mind that they do so safely. Baby Brands Direct wholesales Safety First products from nursery categories including Bathtime, Safety Gates, Home Proofing and Travel Accessories, covering items such as their iconic swivel seat, to baby grooming kits, to independent retailers. The brands states, “We attribute our continued success to an unwavering commitment to child safety, innovation, quality and value. It’s what parents look for from Safety 1st, and what we are proud to continuously deliver”.

Safety First Categories

Dorel Industries Inc. is a world class juvenile products and bicycle company that takes prides in its mission to create style and excitement in equal measure to safety, quality and value. The Company’s lifestyle leadership position is pronounced in both its Juvenile and Bicycle categories with an array of trend-setting products. Their Juvenile division houses powerfully branded products including Safety 1st, Quinny, Cosco, Maxi-Cosi and Bébé Confort.

Commenting on the distribution of Safety First baby and nursery products through wholesaler Baby Brands Direct, Keith Belch of Dorel Group says, ‘We are confident that independent retailers will have great success with the brand that is competitively priced, well packaged and recognised.’