Producer
Newell Brands (Elmer's)
Owns Elmer's (white PVA glue/glue sticks) and other consumer brands.
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What they make
1 input Newell Brands (Elmer's) supplies
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Did you know2024
The Elmer's glue that surfaced this company is one thread in a startling tapestry of household brands that all belong to a single Atlanta conglomerate: Newell Brands. Its portfolio reads like a tour of an American home — Elmer's glue and slime, Sharpie, Paper Mate and Expo markers, Rubbermaid containers, Ball and Mason canning jars, FoodSaver, Coleman camping gear, Marmot, Yankee Candle, Graco baby gear, Mr. Coffee, Crock-Pot, Oster and Sunbeam appliances, Contigo and Bubba drinkware. So the glue stick in a backpack, the marker in a drawer, the cooler at a picnic, the slow cooker on the counter and the candle on a shelf may all come from one company that consumers experience as dozens of independent brands. It's the same brand-portfolio concealment this radar found in RPM (coatings), ITW (fasteners) and Procter & Gamble (consumer goods): shoppers feel they're choosing among many makers while, again and again, buying from the same one — the corporate parent deliberately invisible behind familiar names.
Newell Brands Inc. (NWL) ↗Incident2019
Newell is also a cautionary tale about assembling that portfolio. In 2016 it roughly doubled in size with the roughly $15 billion acquisition of Jarden — the owner of Coleman, Yankee Candle, Crock-Pot, Mr. Coffee and many others — betting that combining dozens of consumer brands under one roof would create scale and synergy. Instead the enlarged company struggled under heavy debt, slowing sales and the sheer complexity of integrating so many disparate businesses, leading to billions in write-downs, a long wave of brand divestitures, leadership turnover and pressure from activist investors. So the same brand-stacking that makes Newell a hidden giant nearly broke it: a growth-by-mega-merger strategy that looked like diversified strength on paper proved fragile under leverage and operational sprawl. It echoes other roll-ups and over-extensions in this radar (Dorel's bicycle-to-furniture spread, Foamex's debt, Amyris's expansion) — a recurring reminder that owning many brands is not the same as running them well, and that consumer-goods conglomerates can be assembled far faster than they can be made to work.
Newell Brands Inc. (NWL) ↗