about us About us

Our story

 michael lerner

“Kids place their trust in grown-ups. It is for us to add to their well-being and safety.”

(Michael Lerner)

Born from the personal experience and desire of one man, Michael Lerner, to keep children safe, especially during car trips, Safety 1st was created in the USA in 1984. The original “Baby on board” road sign the brand was selling then is still a best seller now.

In the late 80s, Michael Lerner realized child safety at home was a growing concern for parents that wasn’t addressed by the narrow range of products on sale in hardware or toy stores. That’s when he created a comprehensive range of childproofing products, from outlet covers and drawer locks to baby monitors, and a solid range of indoor and outdoor baby gear.

Michael Lerner continuously focused on innovative, quality products, without compromising convenience for parents. Whether improving existing products or working on new ones, developed with the expert he recruited, he was always committed to smart solutions for the home and outdoors. The result is an extensive range of quality products, covering everything from bathing to car safety.

In 2000, the company joined the Dorel Group and continued its expansion throughout Europe. It now sells its ever-richer collection of safe and smart products for children across the world both off and online. It’s a range that covers home safety, home equipment, hygiene and care, strollers and car seats.

Key product launches and milestones

1st product the roadsign  1984: Creation of Safety 1st brand. 1st product: the road sign  
 bestseller swivel bath seat 1990: Swivel bath seat (best seller at launch) 1994: Nightlight bedrail, step stool and scale
    1997: Safety 1st distribution network in 60 countries  
   2009-2011: 3 important product launches on the European market: still among our best sellers today!  
autoclick house
  • Auto click, the safe and ultra-practical gate (2009)
 compacity pushchair
  • Compa’city, the height-adjustable handles compact pushchair (2010)
 totem highchair
  • Totem, the smart wooden evolutive highchair (2011)
 kokoon stroller New in 2014 1st age stroller Kokoon, with intuitive folding
 easy close deco New in 2014 New comprehensive range of safety gates (Easy Close Deco…)

Logos timeline

logo safety 1st timeline

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