The trajectory of Sanford, a company recognized for its design work, experienced significant changes. Instead of remaining a standalone entity, its design capabilities were integrated into Newell Brands following an acquisition. This meant that design operations were no longer managed under an independent “Sanford Design” umbrella, but rather as a component within a larger corporate structure. For instance, product development that once originated solely within Sanford’s design teams now involved collaboration across multiple Newell Brands divisions.
This shift brought both advantages and disadvantages. The benefits included access to greater resources, a broader market reach, and potential for more diverse design projects. Newell Brands could leverage Sanford’s established design expertise across a wider portfolio of products. However, the integration also meant a potential loss of autonomy and distinct brand identity for the design function. Historically, Sanford established a strong reputation for innovative and user-centered design solutions, and its absorption into a larger corporate entity raised questions about maintaining that unique focus.
