Safety 1st

Safety 1st Market Overview

Grips Intelligence in-store data for January 1 through July 31, 2026 shows Safety 1st — a brand of Canada's Dorel Industries (TSX: DII.B) — concentrating 99.3% of tracked year-to-date revenue in a single dominant channel. The brand's average selling price across the period sits at $39.73, a modest positioning that anchors its broader assortment. Momentum over the May–July 2026 timeseries window was positive, with revenue up 10.5% month over month and 18.8% across the full three-month stretch. Pricing followed a choppier path, ending at a $41.09 average that fell 10.1% versus the prior month yet finished 10.8% higher than where the period began. Notably, the brand's best-performing listings carry prices from $77.77 to $159.99 — well above the overall average — pointing to a revenue mix weighted toward higher-ticket items even as the catalog average stays near $40.