GRIPS CUSTOMERS & RESEARCH PARTNERS
Safety 1st, a brand acquired by Dorel Industries (TSX: DII.B), demonstrated notably strong momentum in in-store pricing during the first half of 2026, with average prices climbing 22.1% overall and reaching $45.71 in the most recent month according to data from Grips Intelligence. Amazon dominates the channel landscape with 99.5% revenue share, reflecting the brand's heavy reliance on e-commerce despite tracking offline data. Revenue grew 7.4% in the most recent month and 3.6% year-to-date from January through June 2026, signaling cautious but consistent growth across the portfolio. Top-performing products like the Grow and Go All-in-One Slim Convertible Car Seat command premium positioning with average prices near $160, anchoring the brand's higher-price-point strategy in a competitive juvenile products market.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 4% from Apr to Jun.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 22% from Apr to Jun.
REVENUE SHARE
Revenue distribution across product categories for Safety 1st on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for Safety 1st.
BY REVIEW COUNT
Across 2.99M ratings on 1 channel, Safety 1st averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 2.99M ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$100.42
Price
$2.45M
Revenue
$159.99
Price
$2.41M
Revenue
$159.99
Price
$1.82M
Revenue
$76.88
Price
$1.27M
Revenue
$159.99
Price
$1.08M
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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