Safety 1st, a brand of Dorel Juvenile
Our story begins in the early ’80s when our Founder, Michael Lerner was inspired to pursue a business opportunity in safety signs for car windows after a nerve-wracking trip driving his 18-month old nephew home. Today, our company which he named Safety 1st, continues to sell that original “Baby on Board” sign which has since graced millions of parents’ car windows.
In the late ’80s, Michael found yet another opportunity to bring his passion for child safety into the home. At a time when products like outlet covers and drawer locks were relegated to odd corners at hardware stores and other hard to find spots, his vision transformed the juvenile products industry. He not only affected product innovation by creating new home safety solutions, more impactful packaging, and lower prices—he redefined distribution by capitalising on then emerging specialty chain retailers for baby products like Babies “R” Us.
More than twenty-five years later, we have a proven track record of putting Safety 1st with mums and dads around the globe. Along the journey, we have created a notable history of “firsts”—creating not only a comprehensive line of childproofing products, but a robust line of juvenile offerings ranging from monitors to gear. Today we are a proud part of Dorel Industries. While our ownership and the landscape of the juvenile products industry have changed over the years, our mission to provide innovative products designed to make your family safer and your life easier remains steadfast.