Newell Rubbermaid Accelerates Growth in China

Newell Rubbermaid announced the expansion of its office in Shanghai as the company continues to drive its Growth Game Plan into action.

“We are adding space to accommodate a growing team with new capabilities, supported by a larger investment in the brands within our portfolio that have the ability to win bigger in this priority market,” said Bill Burke, chief operating officer of Newell Rubbermaid. “For a number of years, our Tools and Fine Writing businesses have led the way in China with solid growth, and our Commercial Products and Baby segments are also making good progress. We are now in a position to begin building our go-to-market system at scale in China, utilizing Shanghai as a key hub.”

“Newell Rubbermaid has preferred brands and leading market shares in many countries across the world. This is an exciting new growth phase for the company as it accelerates investment and builds its business in one of the fastest growing and most dynamic markets in the world,” said Mark Tarchetti, Newell Rubbermaid’s incoming chief development officer.

Newell Rubbermaid’s Growth Game Plan strategy is leveraging global megatrends fueling consumption that are especially prominent in China. For example, as consumers’ aspirations and wealth increase, they are seeking brands that are symbolic of their newfound achievement. This is driving the growth of the company’s Fine Writing brands, including Parker and Waterman. The company has more than 450 branded shop-in-shops operating in department stores across China.

With China’s steel production approaching half of total world output, the company’s Lenox brand of industrial cutting solutions has seen strong growth by enabling the processing of steel and other metals into manufactured goods, especially in heavy industries such as aviation, shipbuilding and autos.

The rise of urbanization and the growth of mega-cities are fueling a construction boom, which is an opportunity for the company’s Irwin Tools and Dymo industrial labeling products.

Increased access to healthcare is driving the growth of hospitals and placing an increasing emphasis on maintaining hygienic environments that reduce the spread of infection, which is an opportunity for the company’s Rubbermaid Commercial Products and Rubbermaid Healthcare brands.

With a rising middle class comes the drive for access to education, which is an opportunity for the company’s Writing portfolio, including its Sharpie, Paper Mate and Expo brands.

The expanded Shanghai office currently houses nearly 200 employees, with additional capacity for future growth. It adds to existing sales and procurement offices in Beijing and Shenzhen, several Tools technical centers and a Fine Writing innovation center, as well as a number of manufacturing and distribution facilities across China. The office is located in the recently opened Gubei International Fortune Center II development in the Gubei New District of Shanghai.