The Safety 1st SquadSM Formed To Professionally Childproof Homes

FOXBORO, Mass.-(Business Wire)-September 28, 2009 - Dorel Juvenile Group, Inc., a division of Dorel Industries (TSX: DII.B, DII.A), announces the launch of Safety 1st® Squad^SM just in time for National Child Safety Month.

As a leading childproofing products manufacturer, Safety 1^st knows that more children die from avoidable injuries than all diseases combined. It is this startling statistic that inspired Safety 1^st to team up with California-based Boo Boo Busters®, thus creating the nation’s premier professional childproofing service. The Safety 1^st Squad^SM will help expecting parents tackle the difficult task of childproofing their home by providing detailed in-home safety evaluations, comprehensive job estimates and professional installation of proven high-quality child safety devices with convenient same-day service.

Kimberlee Mitchell, child safety expert and the “momprenuer” founder of Southern California based Boo Boo Busters® Professional Babyproofing Service, now helms this expansion effort for Safety 1^st Squad^SM. Boo Boo Busters®, renowned for its L.A. based celebrity clientele, will begin its conversion to the new Safety 1^st Squad moniker and likeness this month as well.

“I’m thrilled to have Kimberlee Mitchell as part of the Safety 1^st Squad. It’s best to call in the professionals for childproofing- the most important home improvement you will ever make,” said Vinnie D’Alleva, EVP Business Development/General Manager for Dorel Juvenile Group.

In working with customers one on one like this, Safety 1^st will be able to address their needs more effectively. This unique, family oriented, home-based service business will ascertain both the hidden and obvious safety hazards in the home and then recommend, sell and install a specific child safety device for each hazard. Additionally, Safety 1^st Squad^SM consultants will inform parents about how to expect the unexpected and how to make behavioral changes to keep their children safe. The completed service saves parents time and offers peace of mind knowing safety issues, both obvious and hidden, in their home have been addressed and eliminated.

Safety 1^st Squad^SM makes professional childproofing services, formerly considered a luxury service for higher income levels, available for all families. Safety 1^st Squad^SM will offer three types of service options: Consultation & Installation, Consultation and Product for parents to install and a Petproofing service. Landmark service areas on the east and west coasts are being established now, with plans to expand in the near future. Through education and cost conscious product options, Safety 1^st Squad^SM is leading the charge to keep all children safe in their homes, one home at a time. For more information about Safety 1^st Squad, please visit www.safety1st.com/safety1stsquad.

About Dorel Industries

Dorel Industries Inc. (TSX: DII.B, DII.A) is a world class juvenile products and bicycle company. Established in 1962, Dorel creates style and excitement in equal measure to safety, quality and value. The Company’s lifestyle leadership position is pronounced in both its Juvenile and Bicycle categories with an array of trend-setting products. Dorel’s powerfully branded products include Safety 1^st, Quinny, Cosco, Maxi-Cosi and Bébé Confort in Juvenile, as well as Cannondale, Schwinn, GT, Mongoose, Iron Horse and SUGOI in Recreational/Leisure. Dorel’s Home Furnishings segment markets a wide assortment of furniture products, both domestically produced and imported. Dorel is a US$2.2 billion company with 4700 employees, facilities in eighteen countries, and sales worldwide.

Send this news item to a friend.

Print This Page