Made By Gather
Made By Gather is a New York-based multi-brand consumer kitchenware company (Sensio Inc. d/b/a Made By Gather) that designs and sells small appliances, cookware, furniture, and pet accessories under bella, Beautiful by Drew Barrymore, CRUX, and private label, primarily through mass retailers such as Walmart and digital/e-commerce channels serving value-oriented and space-conscious U.S. households.
- Company typePrivate
- Founded2003
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Made By Gather does
Made By Gather, legally Sensio Inc. d/b/a Made By Gather, is a New York–based multi-brand consumer kitchenware company founded in 2003 by Shae Hong. It operates a portfolio of wholly-owned brands — bella (small kitchen appliances such as toasters, griddles, air fryers, blenders), Beautiful by Drew Barrymore (kitchenware, furniture, and pet accessories licensed with Drew Barrymore), CRUX and CRUXGG (premium cookware, including a collaboration with Ghetto Gastro) — plus a private-label manufacturing business producing kitchenware for retailers under their own brands. The company's core technology is product design and miniaturization, exemplified by the Fits-anywhere™ line (folding griddle, slim toaster, universal-lid cookware claimed to save up to 50% space) and the use of non-toxic materials in select bella appliances. It ships roughly 15M units per year from manufacturing partners in North America and Asia, supported by 215+ employees.
The company makes money primarily through wholesale hardware sales of branded small appliances, cookware, and home goods to mass and omni-channel retailers (most prominently Walmart, where Beautiful is the #1 stand mixer), supplemented by private-label manufacturing fees and royalty/licensing income tied to celebrity brand partnerships. Over 50% of revenue flows through digital and e-commerce channels, including brand-owned D2C sites. Pricing is set at accessible unit-economics price points with no disclosed subscription or software component. Customer segments are end-consumers (space-conscious home cooks and value-oriented Walmart shoppers), reached through retailer partnerships and celebrity-led marketing campaigns (Drew Barrymore for Beautiful, Demi Lovato for bella Fits-anywhere™) that have generated 219B+ media impressions since calendar year 2024. In 2026 the company completed a strategic refinancing with TCW Private Credit Group and MidCap Financial to fund continued growth and retail expansion.
Made By Gather firmographics
Firmographics- Name
- Made By Gather
- Legal name
- Sensio Inc. d/b/a Made by Gather
- Website
- https://madebygather.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Made By Gather is a New York-based multi-brand consumer kitchenware company (Sensio Inc. d/b/a Made By Gather) that designs and sells small appliances, cookware, furniture, and pet accessories under bella, Beautiful by Drew Barrymore, CRUX, and private label, primarily through mass retailers such as Walmart and digital/e-commerce channels serving value-oriented and space-conscious U.S. households.
- Ownership category
- akta.pro rank
Made By Gather industry classification
Industry- Product category
- Consumer Kitchenware
- NAICS
- Small Electrical Appliance Manufacturing (335210)
- SIC
- Electric Housewares & Fans (3634)
- akta.pro primary industry
- Cooking Appliances Retail (Air Fryers, Microwaves, Toasters) (CRACADAE)
- akta.pro secondary industries
- Kitchen Countertop Appliances Retail (CRACADAA), Food Prep Appliances Retail (Blenders, Mixers, Processors) (CRACADAD)
Keywords
Where Made By Gather is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Made By Gather business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Hardware Sales - Consumer Kitchenware: Sale of branded kitchen appliances and cookware through retail and e-commerce channels. Major brands include bella (toasters, griddles) and Beautiful by Drew Barrymore (stand mixers, furniture, accessories).
- Private Label Manufacturing: Private label kitchenware products manufactured for retailers under their own brands.
- Licensing Royalties - Celebrity Brands: Revenue from licensing arrangements with celebrity partners including Drew Barrymore (Beautiful by Drew Barrymore) and Demi Lovato (Bella brand campaigns).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bella Fits-anywhere collection positioned at affordable price points |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Made By Gather product offering
Product offeringCore offering
Made By Gather designs, manufactures, and distributes branded small kitchen appliances and cookware through a portfolio of consumer brands—bella (space-saving compact appliances), Beautiful by Drew Barrymore (kitchenware and home goods), CRUX and CRUXGG (premium cookware)—plus private-label kitchenware produced for retailers. Products are sold primarily through major omni-channel retailers such as Walmart and through the company's direct e-commerce channels.
Product overview
Made By Gather is a collective of consumer kitchenware brands operating as a unified portfolio company. The portfolio includes: (1) Bella - the top-selling brand in Toasters and Griddles in the USA, focused on space-saving compact appliances like air fryers, toasters, and blenders; (2) Beautiful by Drew Barrymore - celebrity-branded kitchenware and home products featuring stand mixers (top-selling at Walmart), furniture, and accessories; (3) CRUX and CRUXGG - premium kitchen brands including specialty collaborations; and (4) Private Label products. The company sells primarily through omni-channel retailers with over 50% of business through digital/e-commerce channels.
Differentiator
Problem solved
Functional benefit
Brands
- bella: Top-selling kitchenware brand in Toasters and Griddles in the USA. Known for space-saving solutions including Fits-anywhere™ collection with air fryers, toasters, blenders, and griddles.
- Beautiful by Drew Barrymore
- CRUX
Products and services
- Bella Consumer kitchenware brand featuring compact, space-saving small appliances and cookware including air fryers, toasters, blenders, folding griddles, and cookware with universal lids; positioned as the #1 brand in Toasters and Griddles in the USA per Circana 2025.
- Beautiful by Drew Barrymore
Companies that use Made By Gather
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Made By Gather technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Made By Gather partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship.
- Demi LovatoflagshipGrammy-nominated artist Demi Lovato serves as Bella's first brand partner, featured in 360-degree media campaign for Fits-anywhere™ kitchenware collection launch.
- Drew BarrymoreflagshipDrew Barrymore is the celebrity partner for Beautiful brand, which is the top-selling Stand Mixer at Walmart. The partnership includes kitchen appliances, furniture, accessories, and new spring colorways.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Made By Gather competitors and assessment
Company assessmentBroad incumbents
- Breville Group: Premium small kitchen appliance company (toasters, ovens, espresso machines). Comparable to the Beautiful brand's premium-aspirational positioning, though Breville targets a higher price tier.
- Newell Brands: Diversified consumer products company with multiple small appliance and kitchenware brands (e.g., Crock-Pot, Mr. Coffee, Oster). Comparable as a multi-brand mass-market kitchenware house, though kitchen is one segment within a much larger portfolio.
- KitchenAid (Whirlpool): Whirlpool's premium small appliance division and the dominant stand-mixer brand. Direct overlap with Beautiful's stand-mixer line at Walmart and adjacent premium kitchen appliances across the broader market.
- De'Longhi: Global small appliance manufacturer with a strong portfolio across coffee, cooking, and home comfort. Comparable to Made By Gather's premium positioning and broad kitchenware portfolio.
Emerging players
- Vitamix: Premium blender and small appliance company. Comparable product category (high-performance blenders) to Bella's blender line, with a comparable premium-mass positioning.
Direct peers
- Instant Brands (Instant Pot): Small appliance brand best known for the Instant Pot multi-cooker, with expansion into air fryers, grills, and blenders. Direct competitor in the countertop cooking category where Bella competes.
- SharkNinja: Public small appliance and cleaning appliance company with strong Walmart presence and a multi-brand portfolio strategy (Shark, Ninja). Closely comparable to Made By Gather's brand-house approach, retail concentration, and trend-forward design positioning.
- Hamilton Beach Brands Holding Company: Public small kitchen appliance manufacturer (toasters, griddles, blenders, air fryers) selling through mass and omni-channel retailers including Walmart. Most direct comparable given overlapping product mix and channel strategy to Made By Gather's Bella and Beautiful brands.
- Cuisinart (Conair): Iconic small kitchen appliance brand (food processors, stand mixers, toasters) sold across department stores and mass retailers. Directly competes with Beautiful in stand mixers and with Bella in countertop cooking and prep.
Others
- Galanz Americas: Global appliance manufacturer that supports Beautiful microwaves via customer service/fulfillment infrastructure. Ecosystem participant with overlapping small-appliance manufacturing capabilities rather than a direct brand competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Made By Gather social profiles
Digital presenceMade By Gather financial estimates
Financial estimateRevenue estimate
Valuation estimate
Made By Gather leadership team
Management profileNumber of profiles
Profiles10 records
Made By Gather subsidiaries and ownership
Company hierarchySubsidiaries3 records
Made By Gather funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Made By Gather M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Made By Gather
What does Made By Gather do?
Made By Gather designs, manufactures, and distributes branded small kitchen appliances and cookware through a portfolio of consumer brands—bella (space-saving compact appliances), Beautiful by Drew Barrymore (kitchenware and home goods), CRUX and CRUXGG (premium cookware)—plus private-label kitchenware produced for retailers. Products are sold primarily through major omni-channel retailers such as Walmart and through the company's direct e-commerce channels.
Is Made By Gather a public or private company?
Made By Gather is a private company. It is classified as venture growth investor backed and is currently operating.
When was Made By Gather founded?
Made By Gather was founded in 2003. It employs 101 to 250 people.
Where is Made By Gather based?
Made By Gather is headquartered in New York, United States, in the North America region.
How does Made By Gather make money?
Three revenue lines are on record. Hardware Sales - Consumer Kitchenware is the primary driver. The others are private Label Manufacturing and licensing Royalties - Celebrity Brands.
Who are Made By Gather's main competitors?
Broad incumbents on record are Breville Group, Newell Brands, KitchenAid (Whirlpool) and De'Longhi. Vitamix is listed as an emerging player. Direct peers are Instant Brands (Instant Pot), SharkNinja, Hamilton Beach Brands Holding Company and Cuisinart (Conair). Galanz Americas is listed as an others.
Does Made By Gather have an API?
No public API is recorded for Made By Gather.
What industry is Made By Gather in?
Made By Gather's product category is Consumer Kitchenware. Its primary akta.pro industry code is CRACADAE, Cooking Appliances Retail (Air Fryers, Microwaves, Toasters), with a secondary code of CRACADAA, Kitchen Countertop Appliances Retail. Its NAICS code is 335210 and its SIC code is 3634.