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Safety 1st Launches Industry First Pop Up Store Celebrating Parenting

T.DII.A | May 14, 2015

Iconic brand also to announce Safety 1st Charitable Giving Program

BOSTON, May 14, 2015 /PRNewswire/ -- Safety 1^st is continuing its proud 30 year tradition of partnering with parents and guiding them through all their firsts with an innovative parenting experience. Starting today through Sunday, Safety 1^st is opening its first pop up experiential store at Faneuil Hall Marketplace in Boston, MA. The four day interactive tour of parenting will feature a variety of events including hands-on demonstrations, product testing and engaging programming.

Dorel Juvenile USA President and CEO, Paul Powers, presents a $10,000 donation to Corey Griffin's parents and sister, founders of the Corey Griffin Foundation. This donation will benefit Corey's House - a Boston home to help provide comfort and care for families receiving teatment for seriously ill or injured children. (L - R: Paul Powers, Billy Costa, Rob, Casey and Cathy Griffin, Jenny Johnson and Gretta Monahan)

Safety 1^st will also use this occasion to announce yet another initiative, the Safety 1^st Charitable Giving Program. The program will focus on organizations launched by parents for their children, centered on causes close to their hearts. Safety 1^st will partner with a total of three charities throughout 2015 on this initiative.

"This pop up store is an industry 'first' for Dorel Juvenile and is in line with our strategy of getting closer to parents to constantly be in tune with their needs. Consumers will have an opportunity to engage with us on a whole new level," said Dorel Juvenile USA President and CEO, Paul Powers. "This concept will enable families to experience how Safety 1^st can take the worry out of parenting and, instead, focus on celebrating all the memorable firsts."

The Safety 1^st pop up store will have a full program of activities for moms and kids. Mothers will enjoy hands-on product demonstrations, plus areas that will give them the chance to pamper themselves with mini-spa experiences and make-up artists. Experiences for children will include, among many other activities, story hours and an interactive art project that benefits Children's Hospital in Boston.

For more information please visit www.safety1stpopupstore.com.

About Dorel Juvenile:

Dorel Industries Inc. (TSX: DII.B, DII.A) is a world class juvenile products and bicycle company. 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. At Dorel Juvenile, we Care for Precious Life. Our powerfully branded products include global brands Safety 1st, Quinny, Maxi-Cosi, Bebe Confort and Tiny Love, complemented by regional brands such as Cosco and Infanti. In Dorel Sports, brands include Cannondale, Schwinn, GT, Mongoose, Caloi, IronHorse and SUGOI. Dorel's Home Furnishings markets a wide assortment of both domestically produced and imported furniture products, principally within North America. Dorel has annual sales of US$2.7 billion and employs approximately 11,500 people in facilities located in twenty-five countries worldwide.