What Be Amazed LLC does

Be Amazed LLC, operating as Maze (mazeny.com), is a privately held New York limited liability company founded in 2013 that runs an online curated marketplace for handcrafted lifestyle goods. Its catalog spans cushions, blankets, furniture, scarves, toys, and games, organized around ten independent designer and artisan sub-brands including Kiko (beech-wood toys), Nathalie Lete (mixed-media art objects), Mua Mua Dolls (hand-knitted dolls from Bali), Baby Barolo (goose-down baby cocoons), Hanns-Peter Krafft (wooden sheep stools), Leoca-Paris (children's fashion), Lucky Boy Sunday (alpaca knitted toys), Fog Linenwork (linen trays), CINQPOINTS (architect games), and Bower (contemporary design objects).

The company's technology stack is a standard e-commerce storefront — shopping cart, checkout, customer accounts, and order management — with no proprietary platform features and no mobile app. Payments are processed through PayPal, Visa, MasterCard, American Express, Visa Debit, and Maze gift cards. Distribution combines direct-to-consumer online sales (shipping to US addresses in 2-10 working days, with worldwide shipping quoted on request via email) and physical retail through Barneys New York at 660 Madison Avenue. The company also maintains an international office at 82 Grange Road in Singapore.

Maze is bootstrapped with no disclosed institutional funding, no parent company, and no publicly reported headcount. It serves three primary customer segments — parents of young children seeking artisan toys and nursery décor, design-conscious homeowners buying distinctive furnishings and accessories, and gift buyers seeking premium handcrafted presents — with one-time purchase transactions priced by piece and delivery calculated by volumetric weight.

Name

Be Amazed LLC

Legal name

Be Amazed LLC

Website

http://www.mazeny.com/

Company type

Private

Founded year

2013

Operating status

Operating

Short description

Maze (Be Amazed LLC) is a New York-based, bootstrapped online curated marketplace founded in 2013 that sells handcrafted cushions, blankets, toys, furniture, and accessories from ten independent designer brands to design-conscious parents, homeowners, and gift buyers worldwide.

Ownership category

akta.pro rank

Product category

Artisan Home Goods & Lifestyle Retail

NAICS

Hobby, Toy, and Game Retailers (45912), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Educational Supplies & Learning Toys Retail (CRALAIAL)

akta.pro secondary industries

Educational/Children’s Learning Games & Puzzles Retail (CRALALAN), Building Sets & Construction Toys Retail (CRALAFAE)

Keywords

• Artisan home goods
• Handcrafted children's toys
• Curated lifestyle retail
• Designer home decor
• Online boutique store

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Product Sales: One-time transaction-based sales of handcrafted home goods, toys, cushions, blankets, furniture, scarves, and toys and games through their e-commerce platform. Products are handmade and vary in size and color.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Be Amazed LLC operates the Maze online shop (mazeny.com), selling handcrafted cushions, blankets, furniture, scarves, toys, and games sourced from a curated set of independent designers and artisan brands. The company serves individual consumers through a direct-to-consumer e-commerce platform with international shipping, and supplements online sales with a retail presence at Barneys New York. Product categories include children's toys and nursery décor, designer home furnishings, baby swaddles and blankets, hand-knit dolls, wooden décor pieces, and architectural puzzles.

Product overview

Maze is an online curated marketplace for handcrafted lifestyle products, combining a unified e-commerce platform with an array of distinct sub-brands and product categories. The core offering includes cushions, blankets, furniture, scarves, toys and games, and handmade craft products. The portfolio features curated designer brands such as Kiko (wooden toys), Nathalie Lete (mixed-media art products), Mua Mua Dolls (hand-knitted dolls), Baby Barolo (baby cocoons), Hanns-Peter Krafft (wooden sheep), Leoca-Paris (children's fashion), Lucky Boy Sunday (knitted toys), Fog Linenwork (linen trays), CINQPOINTS (architect games and puzzles), and Bower (contemporary design objects). The e-commerce platform enables browsing, shopping cart, checkout, and account management for these handcrafted goods.

Differentiator

Problem solved

Functional benefit

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Barneys New YorkcoreChannel Partner/ Reseller/ DistributorBarneys New York, a luxury department store at 660 Madison Avenue, serves as a physical retail stockist for Maze handcrafted products. The store carries Maze sheep products and Natalie Lete merchandise, providing exposure to luxury retail consumers.
• KikominorStrategic or Co-development PartnerBrand featuring tactile wooden toys made with beech wood, designed for children to play, invent, and imagine with.
• Nathalie LeteminorStrategic or Co-development PartnerIndependent artist born in 1964 working from Paris, mixing illustration, ceramics, textile, and painting. Inspired by travels, vintage toys, and old engravings of flowers and animals. Creates colorful, naive and poetic works.
• Mua Mua dollsminorStrategic or Co-development PartnerHand-knitted dolls made in a Bali factory, including a Karl Lagerfeld doll. Production supports the local Balinese community with opportunities for higher education.
• Baby BarolominorStrategic or Co-development PartnerBaby cocoon swaddles made with 100% ecotex cotton cover and lining with 93% goose down + 7% goose feather filling for exclusive baby products.
• Hanns-Peter KrafftminorStrategic or Co-development PartnerDesigner of wooden sheep made of real sheep skin, beech legs, and leather ears, originally designed in 1982. Suitable as décor or functional stools.
• Lucky Boy SundayminorStrategic or Co-development PartnerDanish brand of textile designers Camilla & Camilla producing modern luxury knitted art toys and soft furnishings in alpaca. Supports Bolivian knitters under fair trade principles.
• BowerminorStrategic or Co-development PartnerContemporary design studio founded in 2013 by Danny Giannella and Tammer Hijazi in New York City. Creates unique functional objects through experimental design process, finding intriguing characteristics in nature, animals, and childhood toys.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Maisonette: Online curated marketplace for premium children's apparel, toys, and home goods from independent designers. Closely comparable to Maze's curated multi-brand model serving design-conscious parents, though at larger venture-backed scale.
• The Citizenry: DTC online retailer of handcrafted home goods sourced from global artisan makers with a storytelling-driven brand. Directly comparable to Maze on handcrafted positioning, multi-artisan curation, and premium price point.
• Fawn & Forest: Online children's boutique curating premium European designer kids' brands and toys. Comparable to Maze on curated multi-brand children's assortment and design-led positioning for design-conscious parents.
• Babesta: Independent curated children's boutique stocking premium toys, clothing, and gifts. Comparable to Maze on curated multi-brand assortment and brick-and-mortar-plus-online hybrid retail model targeting parents.
• Amara: Luxury online homeware retailer curating premium designer home and lifestyle brands. Comparable to Maze on curated multi-brand luxury home model and international shipping, though focused exclusively on adult home goods.

Broad incumbents

• The Land of Nod (Crate & Kids): Specialty retailer of children's furniture, toys, and décor acquired by Crate & Barrel. Comparable to Maze's children's-home and toy assortment but operates as a mass-premium multi-channel retailer rather than a handcrafted-curated marketplace.
• Food52: Curated marketplace and content brand for home, kitchen, and lifestyle products from independent makers. Comparable to Maze on curated-independent-designer marketplace model and editorial-led content marketing, though at significantly larger scale.
• Etsy: Public global marketplace for handmade and vintage goods. Comparable to Maze on handcrafted product positioning, but operates as a mass open marketplace rather than a curated boutique assortment.
• Goop: Curated lifestyle brand and online shop featuring premium home, fashion, and wellness goods. Comparable to Maze on lifestyle-curation model and design-conscious premium positioning, though operates as a broader lifestyle brand.

Emerging players

• Tot Threads: Independent online children's retailer curating premium designer kids' brands and nursery décor. Comparable to Maze on curated multi-brand children's assortment and similar price-tier positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

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 Be Amazed LLC