Yes4All
- Company typePrivate
- Founded2009
- HeadquartersBrea, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Yes4All does
Yes4All is a multi-brand e-commerce company that designs, manufactures, and distributes sports and fitness equipment, furniture, pet products, garden tools, and home appliances. Founded in 2009 in Orange County, California by Nguyen Chi My (My Nguyen), the company began as an eBay store and has since scaled to a global footprint spanning 18+ countries, with operational headquarters in Ho Chi Minh City (Vietnam, established 2013) and Brea, California. The company operates six registered sub-brands — Yes4All, Bme, dCee, Idzo, Norden, and Vyanna — targeting distinct consumer segments in fitness, affordable furniture, pet furniture, hand-crafted home goods, and outdoor sporting goods.
The company's core technology stack centers on an integrated e-commerce platform built on AWS infrastructure, with proprietary warehouse management and inventory management systems (WMS/IMS) and AI-driven data analytics used for market research, trend forecasting, and operational optimization. Distribution is concentrated through Tier-1 vendor partnerships with Amazon, Walmart, and Wayfair, supported by a logistics network that includes a 100,000 sqft main warehouse in Brea, CA, additional US and Canadian 3PL warehouses, and a bonded warehouse affiliate in Vietnam. Yes4All manages 3,689+ active ASINs and has achieved Top-12 Sports & Outdoors brand status on Amazon since 2021 with a #1 rating in home fitness equipment.
Revenue is generated primarily through hardware sales across marketplace platforms (Amazon, Wayfair, Walmart) and direct-to-consumer channels, with pricing set at the unit level on marketplaces and quote-based pricing for the B2B arm. A separate e-commerce services division, Yes4All Ecom Services, offers consulting, account management, compliance, listing optimization, and intellectual property services to 230+ Vietnamese SMEs expanding internationally. The company is privately held with no external funding raised and has disclosed an intent to pursue an IPO in 2028.
Yes4All firmographics
Firmographics- Name
- Yes4All
- Legal name
- YES4ALL LLC
- Website
- https://yes4all.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Yes4All industry classification
Industry- Product category
- Sporting Goods & Home Fitness Equipment
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Furniture and Related Product Manufacturing (337)
- SIC
- Wholesale-Furniture & Home Furnishings (5020)
- akta.pro primary industry
- Sporting Goods, Outdoor & Fitness DTC (CRAFACAJ)
- akta.pro secondary industry
- Cross-border B2B/Wholesale Trade Marketplaces (CRAFAJAC)
Keywords
Where Yes4All is headquartered
LocationHeadquarters
- HQ city
- Brea
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Yes4All business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales - Fitness Equipment: Sales of home fitness equipment (medicine balls, etc.) through Amazon, Wayfair, Walmart marketplaces and own channels. Top-12 Sports & Outdoors brand on Amazon since 2021.
- Product Sales - Furniture & Lifestyle: Furniture collections (Bme brand), home appliances, gardening tools, and pet furniture (dCee brand) sold across multiple international markets.
- E-commerce Consulting Services: Comprehensive consulting services including account creation, account management, compliance consulting, listing optimization, market research, patent/trademark registration for Vietnamese SMEs expanding globally.
- FOB++ Model: Advanced investment model combining manufacturing, logistics, and e-commerce solutions for international market expansion with bonded warehouse solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Marketplace product pricing varies by category and platform |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Yes4All product offering
Product offeringCore offering
Yes4All designs, manufactures and distributes its own branded home fitness equipment, furniture, pet products, and lifestyle goods, selling them direct-to-consumer through Amazon, Wayfair, Walmart and own channels across 18+ countries. The company also operates a B2B e-commerce consulting division (Yes4All E-com Services) that helps Vietnamese SMEs launch and manage international marketplace operations, including account setup, compliance, listing optimization, logistics, and legal/trademark support.
Product overview
Yes4All is a multi-brand e-commerce company operating a platform-plus-brands architecture. The core company offers six distinct sub-brands: Yes4All (home fitness equipment, furniture, and home appliances), Bme (affordable furniture), dCee (pet furniture), Idzo (hand-crafted home décor), Norden (outdoor sporting goods), and Vyanna (modern lifestyle products). In addition to its branded product portfolio sold across Amazon, Wayfair, Walmart, and 18+ international markets, Yes4All provides a separate e-commerce services division offering consulting, account management, compliance, and legal services to other brands seeking to expand globally. The company operates warehouses in the US, Canada, and Vietnam to support its multi-platform, multi-market operations.
Differentiator
Problem solved
Functional benefit
Brands
- Yes4All: The leading brand of home sporting goods, furniture, and home appliances to enhance quality of life.
- Bme
- dCee
- Idzo
- Norden
- Vyanna
Products and services
- Yes4All (home fitness, furniture, and home appliances brand) Yes4All is the flagship brand offering home sporting goods, fitness equipment, furniture, and home appliances designed to enhance quality of life for everyday consumers.
- Bme (furniture brand) Bme is a customer-centric, affordable and accessible furniture brand offering styles that bring a cozy atmosphere to home and living spaces.
- dCee (pet and home furniture brand) dCee provides pet furniture and home furniture designed for everyday comfort, offering dedicated product lines for pet happiness.
- Idzo (hand-crafted home products brand) Idzo offers high-quality, hand-crafted products elevating home aesthetics through artisanal craftsmanship.
- Norden (outdoor sporting goods brand) Norden is an online retail platform offering sporting goods, furniture, fishing, camping and hiking equipment for everyday and outdoor use.
- Vyanna (modern lifestyle brand) Vyanna is an online brand featuring sporting goods and furniture designed for modern lifestyles.
- Yes4All E-commerce Services Yes4All E-commerce Services provides comprehensive B2B consulting and managed services including account creation, account management, compliance consulting, listing optimization, market research, patent research and registration, and trademark consulting for Vietnamese SMEs expanding to US and global marketplaces.
Quantifiable outcome
- GMV grew from $0 to $55M in 2.5 years in Furniture category
- +5 more outcomes
Companies that use Yes4All
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles2 records
Yes4All technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Yes4All partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and key.
- AmazoncoreStrategic partnership as both Amazon Seller Central and Vendor Central partner since 2016. Yes4All is positioned as Amazon Tier-1 Vendor Manager, operating as top-12 Sports & Outdoors brand since 2021 with #1 rating in home fitness equipment.
- WalmartcoreVendor partner since 2016, distributing fitness and lifestyle products through Walmart's e-commerce platform.
- WayfaircoreSales channel launched in 2023, focusing on furniture and home goods under the Bme brand.
- NEWINGcoreCultural transformation partner supporting Yes4All's leadership development and organizational culture initiatives. Co-hosted Culture Tour 2024 event with nearly 50 CEOs and business leaders.
- Vietnamese SME Customerskey230+ satisfied customers including Bitis, Kamil, Frenz, Vuanem, MoonKey, HoangThong, Anova, Bluestar, GeneralUnion, Jintuo using Yes4All's e-commerce consulting and expansion services.
Scale indicators14 records
Recent moves11 records
Expansion highlights7 records
Yes4All competitors and assessment
Company assessmentDirect peers
- Anker Innovations: Multi-brand consumer products company (Anker, Soundcore, eufy) that designs in Asia and sells globally via Amazon and DTC channels. Closely comparable to Yes4All's platform-plus-brand marketplace architecture and Vietnam/Asia sourcing model.
- Rogue Fitness: US-based manufacturer and direct-to-consumer seller of home and commercial fitness equipment (racks, bars, plates). Directly comparable to Yes4All's core home fitness equipment business and Amazon marketplace presence.
- REP Fitness: Designer and direct seller of home gym and strength training equipment sold via own website and Amazon. Highly comparable to Yes4All in product category, price positioning, and channel strategy.
- Thuma: Direct-to-consumer furniture brand selling bed frames and home furnishings online. Comparable to Yes4All's Bme furniture brand in category, premium DTC positioning, and marketplace-plus-own-site distribution.
- Article: Direct-to-consumer modern furniture retailer offering affordable mid-tier home furnishings online. Comparable to Yes4All's Bme brand in DTC furniture category, value positioning, and online-first go-to-market.
- Burrow: Direct-to-consumer furniture company selling modular sofas, sectionals, and home goods online. Comparable to Yes4All's Bme furniture line in DTC channel, mid-market positioning, and category overlap.
- Giantex: Multi-category consumer goods seller (furniture, fitness, outdoor, pet) primarily through Amazon and Walmart marketplaces. Closely comparable to Yes4All's marketplace-first, multi-category, value-priced model.
Broad incumbents
- Bowflex (Nautilus, Inc.): Established US fitness equipment brand (Bowflex, Schwinn, Nautilus) selling home fitness products through DTC and major retailers. Comparable core category but a much larger, more legacy incumbent.
- iFIT / NordicTrack: Connected fitness equipment and content platform with hardware brands including NordicTrack and ProForm. Comparable home fitness equipment category but with subscription/content model and larger scale.
- Wayfair: Large online furniture and home goods marketplace. Yes4All is a Wayfair vendor partner, but Wayfair itself is a broad incumbent with overlapping category reach that competes for the same consumer furniture demand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Yes4All social profiles
Digital presenceYes4All compliance and trust
Trust signalCompliance2 records
Yes4All financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yes4All leadership team
Management profileNumber of profiles
Profiles1 record
Yes4All subsidiaries and ownership
Company hierarchySubsidiaries1 record
Yes4All funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yes4All 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 Yes4All
What does Yes4All do?
Yes4All designs, manufactures and distributes its own branded home fitness equipment, furniture, pet products, and lifestyle goods, selling them direct-to-consumer through Amazon, Wayfair, Walmart and own channels across 18+ countries. The company also operates a B2B e-commerce consulting division (Yes4All E-com Services) that helps Vietnamese SMEs launch and manage international marketplace operations, including account setup, compliance, listing optimization, logistics, and legal/trademark support.
Is Yes4All a public or private company?
Yes4All is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Yes4All founded?
Yes4All was founded in 2009. It employs 101 to 250 people.
Where is Yes4All based?
Yes4All is headquartered in Brea, United States, in the North America region.
How does Yes4All make money?
Four revenue lines are on record. Product Sales - Fitness Equipment is the primary driver. The others are product Sales - Furniture & Lifestyle, E-commerce Consulting Services and FOB++ Model.
Who are Yes4All's main competitors?
Direct peers on record are Anker Innovations, Rogue Fitness, REP Fitness, Thuma, Article, Burrow and Giantex. Broad incumbents are Bowflex (Nautilus, Inc.), iFIT / NordicTrack and Wayfair.
Does Yes4All have an API?
No public API is recorded for Yes4All.
What industry is Yes4All in?
Yes4All's product category is Sporting Goods & Home Fitness Equipment. Its primary akta.pro industry code is CRAFACAJ, Sporting Goods, Outdoor & Fitness DTC, with a secondary code of CRAFAJAC, Cross-border B2B/Wholesale Trade Marketplaces. Its NAICS code is 449 and its SIC code is 5020.