Safety 1st

Safety 1st Market Overview

Grips Intelligence in-store data covering January 1 through September 30, 2026 shows Safety 1st, a brand owned by Dorel Industries (TSX: DII.B), concentrating 99.2% of its tracked revenue on a single channel, Amazon. The brand's average product price sat at $38.12 across the period, though pricing has trended sharply lower, falling 20.1% over the tracked window. More recently, the average price slipped another 5.3% month over month to $33.46, suggesting sustained discounting or a shift toward lower-ticket items. Revenue has been broadly flat, down 0.8% overall, even as the most recent month delivered 5.2% month-over-month growth. The assortment skews toward higher-priced car seats, with the Grow and Go All-in-One Slim line listed near $150 and the Ellaris 3-in-1 at $99.99, reinforcing that the declining average price reflects mix and promotion rather than a narrower catalog.