TacticScaleWhat Newell Brands Does & How It Makes Money (NWL)
Updated October 2026 · reflects Newell Brands's latest reported financials
Consumer goods maker behind Sharpie, Rubbermaid, Yankee Candle, and Coleman. It earns revenue by selling branded consumer and commercial products mainly through retailers such as mass merchandisers, warehouse clubs, home centers, office superstores, grocery and e-commerce stores, plus commercial distributors and its own direct-to-consumer online channels.
How Newell Brands makes money
It earns revenue by selling branded consumer and commercial products mainly through retailers such as mass merchandisers, warehouse clubs, home centers, office superstores, grocery and e-commerce stores, plus commercial distributors and its own direct-to-consumer online channels.
What Newell Brands does
Newell Brands is a consumer products company founded in 1903 and headquartered in Atlanta, Georgia, that owns a large portfolio of household names. It operates in three segments. Home and Commercial Solutions covers Rubbermaid storage and commercial cleaning products, Mapa and Spontex, kitchen appliances (Crockpot, Mr. Coffee, Oster, Sunbeam), food storage and preserving (FoodSaver, Ball, Sistema), Calphalon cookware, and home fragrance (Yankee Candle, WoodWick, Chesapeake Bay). Learning and Development covers writing and art products (Sharpie, Paper Mate, Parker, EXPO, Elmer's), Dymo labeling, and baby gear (Graco, NUK). Outdoor and Recreation covers Coleman, Campingaz, Marmot apparel, and Contigo and Bubba beverageware. The company sells mainly through large retailers, including mass merchandisers, discount stores, home centers, warehouse clubs, office superstores, grocery, sporting goods, and e-commerce. It also sells to commercial distributors and professional customers, and directly to consumers online. Because it relies on a broad set of brands, results depend on consumer demand across many everyday categories and on its relationships with major retailers.
Products & services
- Rubbermaid storage and commercial cleaning products
- Sharpie, Paper Mate and EXPO writing instruments
- Yankee Candle and WoodWick home fragrance
- Graco and NUK baby gear
- Coleman outdoor gear and Contigo beverageware
- Crockpot, Mr. Coffee, Oster and Sunbeam kitchen appliances
What is Newell Brands worth?
On an owner-earnings DCF, Newell Brands's most-likely value is about $10 versus a recent price near $6 (78% below fair value). But TacticScale only calls a stock undervalued when the price sits below its conservative no-growth floor (~$8) with a margin of safety — so the honest verdict here is “Deeply discounted.” Fair value earns its keep only at the extremes, not in the wide middle.
On the financials alone, $6 is below even the no-growth floor ($8); the market's discount — expectations and sentiment beyond the numbers — is pricing in ≈ -4.0%/yr. A bargain only if that pessimism is overdone.
⚠ High leverage — net debt is 13.4× annual cash flow. Net debt is subtracted from this fair value, but refinancing at higher rates, principal timing, and share dilution aren’t modeled — the equity can be worth far less if cash flow weakens.
Analysis, not advice. Fair value is a margin-of-safety estimate from a deterministic owner-earnings DCF, not a price target or recommendation. See the full breakdown →
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