What Bradshaw Home does

Bradshaw Home, Inc. is a privately held US consumer goods company headquartered in Rancho Cucamonga, California, that designs, sources, and distributes branded houseware products to mass-market retailers. The company operates three wholly owned brands — GoodCook (kitchen tools, bakeware, cookware, and food storage, launched 1988), Casabella (Italian-designed home cleaning tools, acquired 2017), and Evercare (lint rollers and fabric care, acquired 2013) — and holds licenses for Pillsbury, Betty Crocker, Gain, Mr Clean, Dawn, McCormick, Bialetti, and Clorox in adjacent kitchenware and cleaning categories. GoodCook has held the #1 brand position in Kitchen Tools & Gadgets since 2000 and in Bakeware since 2009 per Circana.

The company runs a vertically integrated supply chain anchored by approximately 2 million square feet of warehouse space across the US (Savannah and Fontana), with manufacturing and sourcing operations in Zhejiang, China and operations support via Bradshaw Asia Services Limited in Hong Kong. Products reach more than 50,000 retail locations across the US and Canada through Walmart, Target, Costco, Amazon, Home Depot, Lowe's, Kroger, Sam's Club, Albertsons, Family Dollar, and Dollar General. The company has dedicated sales offices near Walmart (Bentonville) and Kroger (Portland), a Customer Experience & Innovation Center in Tampa, a Canadian subsidiary in Toronto, and a Breezy-hosted careers page indicating active hiring.

Bradshaw generates revenue through wholesale hardware sales of branded and licensed consumer goods, with retail pricing set by retail partners rather than the company directly. Recent strategic activity has emphasized product innovation (Healthy Nonstick Ceramic Cookware in 2023, Nonstick Divided Pan in 2025, Rhino Strength cleaning line in 2026), brand portfolio expansion through acquisitions, and cultural investment (Great Place to Work 2025–2026 certification with 83% employee affirmation). The company traces its lineage to R.D. Bradshaw & Sons, founded in 1905, and remains family-influenced with founder Buzz Bradshaw still referenced in company communications. No external institutional, PE, or VC investment is disclosed.

Name

Bradshaw Home

Legal name

Bradshaw Home, Inc.

Website

https://bradshawhome.com

Company type

Private

Founded year

1905

Operating status

Operating

Headcount range

251–500 employees

Short description

Bradshaw Home is a privately held US housewares company that designs, sources, and distributes branded kitchenware, bakeware, cookware, food storage, and cleaning products through its owned GoodCook, Casabella, and Evercare brands plus licensed brands, reaching over 50,000 retail locations in the US and Canada.

Ownership category

akta.pro rank

Product category

Consumer Housewares

NAICS

Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (42362)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Home & Kitchen Value Variety Stores (Small Housewares & Décor) (CRAEAGAH)

Keywords

• Housewares products
• Kitchen bakeware
• Cookware accessories
• Cleaning supplies
• Consumer housewares

Headquarters

HQ city

Rancho Cucamonga

HQ country

United States

HQ region

North America

Offices9 records

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. Kitchenware and Houseware Product Sales: Bradshaw Home generates revenue through designing, marketing, and selling kitchenware, bakeware, cookware, food storage, and cleaning products under owned brands (GoodCook, Casabella, Evercare) and licensed brands (Pillsbury, Betty Crocker, Gain, Mr Clean, Dawn, McCormick, Bialetti, Clorox). Products are sold through major retail distribution channels.

Go-to-market motion1 record

Distribution channels8 records

Marketing channels4 records

Core offering

Bradshaw Home designs, markets, and sells consumer houseware products including kitchenware, bakeware, cookware, food storage, and cleaning tools under owned brands (GoodCook, Casabella, Evercare) and licensed brands (Pillsbury, Betty Crocker, Gain, Mr Clean, Dawn, McCormick, Bialetti, Clorox) through a network of major retailers across the US and Canada, reaching over 50,000 retail locations.

Product overview

Bradshaw Home operates as a houseware company with a portfolio of owned brands and licensed brands. Their owned brands include GoodCook (kitchenware including tools, gadgets, bakeware, cookware, and food storage), Casabella (Italian-designed home cleaning tools), and Evercare (household essentials including lint rollers and fabric care). They also hold licenses for Pillsbury, Betty Crocker, Gain, Clorox, Mr Clean, Dawn, McCormick, and Bialetti brands for kitchenware and cleaning products. Recent product launches include Rhino Strength cleaning tools and the GoodCook Nonstick Divided Pan. Bradshaw Home serves over 50,000 retail locations across the US and Canada through major retailers including Walmart, Target, Amazon, Costco, Home Depot, Lowe's, Kroger, and others.

Differentiator

Problem solved

Functional benefit

Brands

• GoodCook: Kitchenware brand offering tools, gadgets, bakeware, cookware, and food storage products designed for home cooks
• Casabella
• Evercare

Products and services

• GoodCook Kitchenware brand offering tools, gadgets, bakeware, cookware, and food storage products designed to make cooking easier and more enjoyable for home cooks. Ranked #1 brand in kitchenware.
• Casabella Italian-designed home cleaning tools brand that combines aesthetic appeal with functional performance, offering cleaning accessories including the Power Spin Scrubber and various cleaning tools.
• Evercare Household essentials brand best known for inventing the lint roller, serving pet parents and households with fabric care and cleaning products. Proud supporter of the ASPCA.
• Pillsbury (Licensed Brand) Licensed baking brand offering kitchenware and baking products manufactured by Bradshaw Home under license from Pillsbury.
• Betty Crocker (Licensed Brand) Licensed kitchen brand offering cookware and baking products manufactured by Bradshaw Home under license from Betty Crocker.
• Gain (Licensed Brand) Licensed laundry and cleaning brand offering products manufactured by Bradshaw Home under license from Gain.
• Clorox (Licensed Brand) Licensed cleaning products brand offering products manufactured by Bradshaw Home under license from Clorox.
• Mr Clean (Licensed Brand) Licensed cleaning products brand offering products manufactured by Bradshaw Home under license from Mr Clean.
• Dawn (Licensed Brand) Licensed dish soap brand offering cleaning products manufactured by Bradshaw Home under license from Dawn.
• McCormick (Licensed Brand) Licensed spices and flavorings brand offering kitchenware products manufactured by Bradshaw Home under license from McCormick.
• Bialetti (Licensed Brand) Licensed Italian coffee maker brand offering coffee-related kitchenware products manufactured by Bradshaw Home under license from Bialetti.
• GoodCook Healthy Nonstick Ceramic Cookware Healthy nonstick ceramic cookware line launched under the GoodCook brand, featuring non-toxic materials made without PFAS, PTFE, PFOA, PFOS, lead, or cadmium.
• Rhino Strength Cleaning Tools New line of strong and durable cleaning tools launched at the National Hardware Show, expanding Bradshaw Home's cleaning product portfolio.
• GoodCook Nonstick Divided Pan Nonstick divided sheet pan that keeps foods separate while cooking, featuring lightweight, easy-release nonstick surface, wide rim handles, metal-tool safe, scratch-resistant, oven-safe up to 450°F. Made without PFAS, PTFE, PFOA, PFOS, lead, or cadmium. Good Housekeeping 2026 Kitchen Award winner.
• Casabella Power Spin Scrubber Cordless, rechargeable electric cleaning scrubber with IPX7 waterproof rating, up to 420 RPM spinning action, adjustable extension up to 47.5 inches, and multiple attachments for various cleaning surfaces. Awarded 'Best Electric Scrubber' by HGTV's 2025 Editors' Clean Home Awards.

Quantifiable outcome

• GoodCook ranked #1 Brand in Kitchen Tools & Gadgets since 2000
• +3 more outcomes

Named customers11 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ASPCA (American Society for the Prevention of Cruelty to Animals)minorStrategic or Co-development Partner · 1 June 2025Evercare brand partnered with ASPCA for a charitable campaign that raised over $50,000 to support animals in need. Evercare matched public donations during the campaign period, with over $25,000 raised by supporters and Evercare matching those funds.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• OXO (Helen of Troy): OXO is the leading premium kitchen tools and gadgets brand, directly competing with GoodCook for #1 share. Now owned by Helen of Troy, OXO competes head-to-head on the same retailer shelves as Bradshaw's GoodCook line in kitchen tools, bakeware, and food storage.
• Simplehuman: Premium housewares and cleaning tools brand (sensor trash cans, soap dispensers, scrubbers) that competes directly with Casabella in the cleaning tools category and overlaps with Bradshaw's kitchen organization assortment at retail.
• Tupperware Brands: Iconic food storage and kitchenware brand with overlapping product categories in food containers, prep tools, and serveware. Both companies sell through mass-market retail and food storage channels, making Tupperware a direct category peer despite its direct-sales legacy.
• Hamilton Beach Brands Holding Company: Sells small kitchen appliances, cookware, and food preparation products through mass-market retailers including Walmart, Target, and Amazon. Comparable mid-sized branded housewares company with overlapping product categories and retail customer base.
• Lifetime Brands: Public US kitchenware and housewares brand owner (Farberware, KitchenAid cutlery, Mikasa, Pfaltzgraff) that designs, sources, and sells through the same major retail channels as Bradshaw. Closest direct peer in business model: multi-brand kitchenware portfolio sold through Walmart, Target, and Amazon.
• Instant Brands (Corelle Brands): Owns Pyrex, Corelle, Instant Pot, and Snapware — major kitchenware and food storage brands that compete directly with GoodCook's bakeware (Pyrex) and food storage lines on the same retailer shelves as Bradshaw.

Others

• General Mills: Owner of Pillsbury and Betty Crocker — two brands that Bradshaw licenses for bakeware and cookware products. While not a direct competitor, General Mills is the licensor of major Bradshaw product lines and is the parent of competing CPG brands sold in the same retail aisles.

Broad incumbents

• Helen of Troy Limited: Public consumer products company owning OXO, Hydro Flask, Vicks, and Braun. The OXO division is Bradshaw's most direct kitchenware competitor, making Helen of Troy a relevant broad incumbent for benchmarking brand-led housewares strategy.
• The Clorox Company: Owner of the Clorox, Mr. Clean, and Pine-Sol brands that Bradshaw licenses for cleaning products. Clorox is a strategic counterpart as both licensor (brands) and competitor (cleaning products), making it a relevant peer for understanding brand-licensing dynamics in housewares.
• Newell Brands: Large publicly-traded consumer goods conglomerate owning Rubbermaid, Calphalon, Oster, and Yankee Candle. Competes with Bradshaw in food storage (Rubbermaid), cookware (Calphalon), and cleaning categories, but operates as a multi-category incumbent rather than kitchenware specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/bradshawhome

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A3 records

Investments

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

Frequently asked questions about Bradshaw Home