What OXO does

OXO is a consumer housewares brand founded in 1990 in New York City that designs, manufactures, and markets a broad portfolio of everyday household products for general consumers, parents, pet owners, and outdoor enthusiasts. Its product range spans kitchenware (POP Containers, utensils, cookware, measuring tools, baking accessories), coffee and beverage equipment, cleaning and organization supplies, baby and toddler products (OXO Tot), outdoor/camping tools (OXO Camp), and a newly launched pet feeding and storage line (launched August 2026). The company's underlying technology is not a software platform but a design philosophy — universal, ergonomic accessibility developed by founder Sam Farber — embodied in signature lines such as Good Grips (soft non-slip handles), POP Container airtight stackable storage, Smart Seal lids, and the Angled Measuring Cup (now marking 25 years on market). Sub-brand extensions — OXO Brew, OXO Steel, OXO Tot, OXO Camp, and OXO Pet — allow the brand to address adjacent price points and use cases while sharing a common design language.

OXO is a wholly-owned brand of Helen of Troy Limited (NASDAQ: HELE), a diversified consumer products company, and operates as a private subsidiary for analytical purposes. Revenue is generated through one-time hardware sales of physical SKUs at unit prices ranging from approximately $3.90 to $500+, distributed via a multi-channel model: direct-to-consumer e-commerce on oxo.com (with free shipping above $49), third-party online marketplaces including Amazon, major national retail chains (mass merchants, department stores, specialty houseware), and an exclusive distributor in Japan (Y-Yacht Co., Ltd.). Marketing is executed through owned content (Good Tips Blog), social media across Instagram, Facebook, X, TikTok, YouTube, and Pinterest, the Chefs in Residence program, social commerce on TikTok Shop and Meta Shop, and an affiliate program. Pricing is a pay-as-you-go unit model with bundle discounts of 9–35% and promotional pricing tied to new launches and anniversary events.

The company does not separately disclose brand-level revenue; however, with 1,000+ products sold in more than 90 countries and a recognized brand position within the $509.95B global housewares market, OXO operates at meaningful scale within its parent's $1.75B+ annual revenue. Independent endorsements (Wirecutter 2025 picks, CNET Best of 2026, Consumer Reports category leadership) and a 30+ year operating history provide evidence of durable brand equity, while the August 2026 pet category launch and ongoing sub-brand buildout indicate continued category diversification across a mature core business.

Name

OXO

Legal name

OXO

Website

https://oxo.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

OXO is a consumer housewares brand designing, manufacturing, and selling ergonomic kitchenware, cleaning, organization, coffee, baby, outdoor, and pet products for everyday home users worldwide, distributed through DTC, major retailers, and online marketplaces.

Ownership category

akta.pro rank

Product category

Consumer Housewares

NAICS

Small Electrical Appliance Manufacturing (335210), Pet and Pet Supplies Retailers (45991)

SIC

Electric Housewares & Fans (3634), Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Cleaning Caddies, Storage & Organization Accessories (CRAJAIAI)

akta.pro secondary industry

Brooms, Brushes & Dustpans (CRAJAIAA)

Keywords

• Kitchen tools
• Food storage containers
• Coffee equipment
• Pet feeding products
• Baby care products

Headquarters

HQ city

Chambersburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Consumer Goods Sales: OXO generates revenue through the sale of physical consumer products across multiple categories including kitchenware, cleaning, organization, pet care, baby/toddler, and camp/grill. Products are sold through direct-to-consumer e-commerce, major retailers, and online marketplaces at one-time purchase prices ranging from approximately $10 to $400+ for premium bundles.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

OXO designs, manufactures, and markets ergonomic consumer household products across multiple categories including kitchenware (POP Containers, utensils, cookware, measuring tools), coffee and beverage equipment, cleaning and organization supplies, pet care products, baby and toddler items, and outdoor/camping cooking gear. The company sells through its own e-commerce site, major national retailers, and online marketplaces to consumers in more than 90 countries.

Product overview

OXO is a consumer goods brand owned by Helen of Troy Limited, offering a broad portfolio of household products organized under sub-brands including Good Grips (kitchen utensils and gadgets), OXO Brew (coffee and beverage products), OXO Steel (stainless steel kitchenware), and OXO TOT (baby and toddler products). The product portfolio spans kitchenware (food storage containers, cookware, utensils, measuring tools), cleaning and organization supplies, pet care products (newly launched feeding and storage collection), coffee and beverage equipment, baby and toddler gear, and outdoor/camping kitchen tools. Key flagship products include the POP Container line (airtight pantry storage), the Angled Measuring Cup (celebrating 25 years), various coffee makers including the Rapid Brewer, and the new Pet Feeding Collection launched in August 2026. Products are sold through major retailers, oxo.com, and Amazon.

Differentiator

Problem solved

Functional benefit

Brands

• OXO Good Grips: The core kitchen and household product line featuring ergonomic tools, food storage, cooking utensils, and cleaning products.
• OXO Brew
• OXO Tot
• OXO Camp

Products and services

• OXO POP Containers Airtight, stackable food storage containers designed to keep pantry items fresh and organized. Available in various sizes and configurations including square, rectangle, and round formats.
• OXO Brew Coffee & Beverage Coffee and beverage preparation products including coffee makers, grinders, kettles, pour-over systems, cold brew makers, and barware accessories. Coffee makers range from $79.99 to $349.99.
• OXO TOT Baby & Toddler Baby and toddler feeding, bathing, and caregiving products including sippy cups (from $10.99), food storage containers, potty chairs (from $29.99), step stools (from $35.99), bottles (from $18.99), and feeding utensils.
• OXO Pet Feeding Collection Pet care products including nonslip feeding bowls, slow feeder bowls, elevated feeders, feeding mats, and airtight food storage containers designed for pet parents.
• OXO Good Grips Utensils Kitchen utensils including whisks, mashers, spoons, scoopers, spatulas, turners, brushes, and serving tools with ergonomic soft-grip handles for cooking and food preparation. Prices range from $9.99 to $21.99.
• OXO Smart Seal Food Storage Glass food storage containers with secure sealing lids for refrigerator and pantry organization, designed for freshness preservation and leak-proof performance.
• OXO Good Grips Measuring Cups & Scales Precision measuring tools including angled measuring cups (iconic design allowing measurements to be read from above), kitchen scales, and measuring spoons for accurate cooking and baking. The 11 lb Stainless Steel Food Scale was identified as CNET's top kitchen scale for 2026.
• OXO Stainless Steel Mira Series Cookware Premium stainless steel cookware including the Mira Series, which led Consumer Reports' stainless steel pan category for cooking evenness, searing, durability, and cleanup. Also includes Enhanced Non-Stick Cookware and Trident Hybrid Cookware lines.
• OXO Cleaning & Organization Products Home cleaning supplies and organization tools including dish brushes, scrubbers, sink caddies, trash cans, toilet brushes, mop systems, and drawer/bathroom organizers. Cleaning brushes range from $9.99 to $16.99.
• OXO Camp & Grill Outdoor cooking and camping kitchen products including grilling tools, camp cookware, outdoor coffee makers, portable food storage bags, and camping utensil sets.
• OXO Prep & Go On-the-go food containers and meal prep products designed for transporting food, including divided containers, condiment keepers, and insulated lunch totes.
• OXO Good Grips Silicone Bags Reusable silicone food storage bags available in various sizes (sandwich, snack, quart, half gallon) for food storage and transportation.
• OXO Steel Stainless Steel Kitchenware Premium stainless steel kitchen tools and accessories including cookware, barware, and food storage containers made from durable stainless steel materials.
• OXO Bundle & Save Sets Pre-configured product bundles offering 9-35% discounts on complementary items including coffee bundles, food storage bundles, cleaning bundles, and grilling bundles. Coffee bundles range from $154.98 to $505.96.

Quantifiable outcome

• 1000+ products sold in 90+ countries
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered regional, core and minor.

• Y-Yacht Co., Ltd. (Japan)regionalChannel Partner/ Reseller/ Distributor · 15 July 2026OXO's exclusive distributor in Japan hosting an Anniversary Fair across its direct-operated stores nationwide to celebrate the 25th anniversary of OXO's Angled Measuring Cup. The fair features promotions including complimentary Mini Angled Measuring Cups for purchases over 5,000 yen and a touring display called the Angled Measuring Cup Tower visiting select locations.
• Chefs in Residence Program - Fariyal AbdullahicoreStrategic or Co-development Partner · 2 September 2025Executive Chef Fariyal Abdullahi of Hav & Mar in New York joins OXO's fifth year Chefs in Residence program. The 2025 season themed 'Cook the Mood' features globally inspired recipes tied to emotions such as nostalgia, pride, joy, and comfort, rolled out across OXO's digital and social platforms throughout the year. The program highlights OXO's kitchen tools while showcasing the chef's cultural heritage and culinary expertise.
• Chefs in Residence Program - Danielle SepsycoreStrategic or Co-development Partner · 2 September 2025Founder Danielle Sepsy of The Hungry Gnome bakery joins OXO's Chefs in Residence program for the 2025 season. Her recipes and culinary content will be featured across OXO's digital and social platforms, showcasing OXO kitchen tools.
• 1% For The PlanetminorStrategic or Co-development PartnerOXO is a proud member of 1% for the Planet, committing 1% of annual sales to environmental initiatives. This membership supports nonprofits tackling environmental issues affecting communities worldwide.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Calphalon: Premium cookware and kitchen tools brand owned by Newell Brands. Directly comparable to OXO's OXO Steel and Trident Hybrid cookware lines in premium stainless and non-stick cookware.
• Breville: Premium small kitchen appliance brand with strong coffee/espresso maker portfolio. Comparable to OXO Brew sub-brand in coffee makers, kettles, and grinders, with similar premium positioning and design-led marketing.
• KitchenAid: Premium kitchen appliance and cookware brand owned by Whirlpool, offering stand mixers, cookware, and kitchen tools. Directly comparable to OXO in premium kitchen positioning and major retail distribution.
• Cuisinart: Iconic kitchen appliance and cookware brand (owned by Conair) with broad food processor, coffee maker, and cookware lines. Comparable to OXO in delivering design-forward, multi-category kitchen solutions through major retail and DTC channels.
• Simplehuman: Premium housewares brand specializing in sensor trash cans, soap dispensers, and kitchen organization. Closely comparable to OXO's premium design positioning and direct-to-consumer + retail go-to-market model.
• Joseph Joseph: UK-based design-led kitchen gadgets, food storage, and organization brand. Highly comparable to OXO in design philosophy, category breadth across kitchen tools, and emphasis on innovative form factors.
• Rubbermaid: Mass-market food storage and home organization brand owned by Newell Brands. Comparable to OXO in food storage and pantry organization categories, though positioned more on volume and value than premium design.
• Tupperware Brands: Iconic food storage brand with global distribution and airtight container heritage. Comparable to OXO's POP Containers and food storage business, though currently in operational and financial restructuring.
• All-Clad: Premium stainless steel cookware brand owned by SEB Group. Comparable to OXO Steel and Trident Hybrid for premium stainless cookware, with similar consumer Reports/connoisseur positioning.
• Pyrex: Glass bakeware and food storage brand owned by Instant Brands (now under Corelle Brands). Comparable to OXO in glass food storage (Smart Seal) and bakeware categories with mass-market retail penetration.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/oxo
• YouTubeyoutube.com/oxo
• Facebookfacebook.com/OXO
• LinkedInlinkedin.com/company/oxo
• Instagraminstagram.com/oxo
• TikToktiktok.com/@oxo_us
• Pinterestpinterest.co.uk/oxo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OXO