Fullstar
Fullstar is a US-based kitchenware e-commerce brand, founded in 2015 under Essor Group Inc, that designs and sells manual multi-blade vegetable choppers, mandoline slicers, and complementary kitchen gadgets directly to home cooks via its own site and Amazon, where it holds the #1 Best Seller ranking.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fullstar does
Fullstar is a US-headquartered kitchenware e-commerce brand founded in 2015 and operated under the Essor Group Inc portfolio, with Fullstar Houseware LLC as the primary US operating entity registered in Delaware. The company designs, sources, and sells manual kitchen preparation tools — most notably a flagship 4-in-1 vegetable chopper, mandoline slicers with interchangeable blades (fine dicer, medium dicer, ribbon, spiralizer, julienne, grater, zester, slicer variants), and complementary gadgets such as a tofu press, apple slicer/corer, handheld mandoline, and food storage containers. Core product technology centers on multi-blade interchangeable systems with soft-grip ergonomic handles, BPA-free materials, dishwasher-safe designs, integrated catch trays, and finger guards; the portfolio is backed by over 100 patents and a lifetime warranty. Sub-brands Home Hero, PrepNaturals, and EurKitchen extend the line into broader kitchen essentials, meal prep, and professional-grade kitchenware respectively.
The business model is primarily direct-to-consumer plus marketplace retail. Products are priced from $16.99 to $44.99 per unit and sold through the company's own e-commerce site (fullstarkitchenware.com) and Amazon, where Fullstar holds the #1 Best Seller position. A subscription option enables recurring product deliveries at discount. Customer reach is reported at 10M+ home cooks cumulatively, 250,000+ daily active users, 7M+ choppers sold globally, 400,000+ 5-star reviews, and 350M+ social media views — with TikTok, Instagram, YouTube, and Facebook operating as the primary top-of-funnel acquisition engines alongside an influencer/ambassador program and a product tester community run in partnership with Test & Influence. Geographic footprint spans the US, Canada, the UK, and parts of the EU.
Fullstar is a private company. There are no disclosed venture capital or private equity funding rounds, no public revenue figures, and no disclosed management team. Corporate operations are concentrated at New York headquarters (228 Park Ave S), with a secondary New York office address (244 5th Ave).
Fullstar firmographics
Firmographics- Name
- Fullstar
- Legal name
- Essor Group Inc
- Website
- https://fullstarkitchenware.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Short description
- Fullstar is a US-based kitchenware e-commerce brand, founded in 2015 under Essor Group Inc, that designs and sells manual multi-blade vegetable choppers, mandoline slicers, and complementary kitchen gadgets directly to home cooks via its own site and Amazon, where it holds the #1 Best Seller ranking.
- Ownership category
- akta.pro rank
Fullstar industry classification
Industry- Product category
- Kitchen Gadgets
- SIC
- Cutlery, Handtools & General Hardware (3420)
- akta.pro primary industry
- Food Preparation Equipment & Smallwares Wholesale (AFAIALAK)
- akta.pro secondary industry
- Cutting, Peeling & Minimal Processing Equipment (Trimmers, Peelers, Slicers) (AFAAAJAH)
Keywords
Where Fullstar is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Fullstar business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: Fullstar sells products directly to consumers through their e-commerce website fullstarkitchenware.com. Products include vegetable choppers, mandoline slicers, spiralizers, food storage containers, and other kitchen gadgets at various price points ranging from $16.99 to $44.99.
- Marketplace Sales: Products are also sold on Amazon, where Fullstar holds the #1 Best Seller position. Amazon serves as a significant third-party marketplace channel.
- Subscription Services: Fullstar offers subscription services for regular deliveries of products, allowing customers to schedule recurring shipments with potential discounts on eligible products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | The Original Chopper - Entry-level chopper product |
| Unit Pricing | Pay-as-you-go | XL Chopper and Slicer with Pull-Out Tray - Premium chopper |
| Unit Pricing | Pay-as-you-go | Mandoline Slicer and Grater - Multi-function slicer |
| Unit Pricing | Pay-as-you-go | Handheld Mandoline & Julienne Slicer - Compact slicer |
| Unit Pricing | Pay-as-you-go | Food Storage Containers with Lids |
| Unit Pricing | Pay-as-you-go | Vegetable Spiralizer Maker - Zucchini noodles |
| Unit Pricing | Pay-as-you-go | Vegetable Hand Chopper - Manual hand chopper |
| Unit Pricing | Pay-as-you-go | Apple Slicer & Corer |
| Unit Pricing | Pay-as-you-go | Cucumber Slicer & Mandoline - Specialized cucumber slicer |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Fullstar product offering
Product offeringCore offering
Fullstar designs, manufactures, and sells manual kitchen preparation tools including vegetable choppers, mandoline slicers, spiralizers, food storage containers, tofu presses, and apple slicers. Products feature interchangeable multi-blade systems for chopping, slicing, spiralizing, grating, and julienning. The company sells direct-to-consumer through fullstarkitchenware.com and Amazon, with flagship products like the Original Chopper (Viral Vegetable Chopper) and the XL Chopper and Slicer with Pull-Out Tray.
Product overview
Fullstar is a kitchenware company founded in 2015, operating primarily through its e-commerce platform fullstarkitchenware.com and Amazon, offering a portfolio of manual kitchen preparation tools. The core product line centers on vegetable choppers and mandoline slicers, including flagship products like The Original Chopper (Viral Vegetable Chopper), the XL Chopper and Slicer with Pull-Out Tray, and the Compact Chopper & Slicer — all sharing interchangeable multi-blade designs for chopping, slicing, julienning, spiralizing, and grating. Supporting the main chopper and slicer line are dedicated tools such as the Handheld Mandoline & Julienne Slicer, Vegetable Spiralizer, Mandoline Slicer and Grater, Apple Slicer & Corer, Tofu Press, and Food Storage Containers. A notable specialized product is the Cucumber Slicer & Mandoline (Fullstar 11-in-1 Chopper & Mandoline), which consolidates slicing, julienning, spiralizing, peeling, and grating functions into a single manual tool with a catch tray. The company also distributes products across four sub-brands — Fullstar (innovative kitchen tools), Home Hero (kitchen essentials), PrepNaturals (meal prep gear), and EurKitchen (professional-grade kitchenware) — and backs all products with a lifetime warranty backed by over 100 patents.
Differentiator
Problem solved
Functional benefit
Brands
- Fullstar: Synonymous with innovation, offering a wide array of kitchen tools and gadgets designed to streamline meal preparation processes. From vegetable choppers to salad spinners, Fullstar products are crafted with precision and functionality.
- Home Hero
- PrepNaturals
- EurKitchen
Products and services
- The Original Chopper (Viral Vegetable Chopper) Fullstar's flagship 4-in-1 vegetable chopper designed for dicing, spiralizing, and chopping vegetables with minimal effort and mess, featuring interchangeable blades and a soft-grip handle.
- XL Chopper and Slicer with Pull-Out Tray (All-in-1 Mandoline Slicer Spiralizer & Chopper)
Quantifiable outcome
- Saves significant prep time with two simple moves to dice, spiralize, and chop vegetables
- +3 more outcomes
Companies that use Fullstar
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Fullstar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Fullstar partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Test & InfluenceminorFullstar partners with Test & Influence for their product testing program. This program allows community members to sign up for emails to become product testers, gaining early access to new launches, big discounts, and free products in exchange for feedback and reviews.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Fullstar competitors and assessment
Company assessmentBroad incumbents
- OXO: OXO is a major incumbent kitchen tools brand offering a broad portfolio of food preparation gadgets including choppers, mandolines, and graters, comparable to Fullstar in category but operating at much wider scale across many product lines.
- KitchenAid: KitchenAid is a leading household kitchen brand with food preparation attachments and accessories, overlapping with Fullstar's prep-tool category but serving it as part of a much broader major appliance portfolio.
- Cuisinart: Cuisinart is a broad incumbent kitchen brand with manual and electric food preparation tools (choppers, food processors, slicers), comparable to Fullstar in core category but offering a far wider product range.
Direct peers
- Chef'n: Chef'n designs and sells manual kitchen gadgets including vegetable choppers, slicers, and prep tools through retail and DTC channels, overlapping directly with Fullstar's manual food preparation product portfolio.
- Joseph Joseph: Joseph Joseph is a design-led kitchen gadgets brand offering multi-function food preparation tools (choppers, slicers, spiralizers, storage) at premium price points, directly comparable to Fullstar's product line and target home cook segment.
- Zyliss: Zyliss is a long-established manual kitchen tools brand offering choppers, mandolines, graters, and spiralizers, targeting the same home cook customer base as Fullstar with comparable functional product positioning.
- Dash: Dash (by StoreBound) is a viral DTC small kitchen appliance brand using social media-driven product launches and Amazon distribution, sharing Fullstar's trend-led, content-forward go-to-market playbook and home cook audience.
- Brieftons: Brieftons sells direct-to-consumer vegetable choppers, mandoline slicers, and spiralizers with comparable Amazon-led go-to-market, making it a near-identical peer to Fullstar in product, channel, and target customer.
- Mueller Austria: Mueller Austria is a direct competitor in the viral manual vegetable chopper and mandoline slicer category on Amazon, using similar interchangeable multi-blade designs and DTC positioning to Fullstar's hero products.
Emerging players
- Prepara: Prepara is a smaller kitchen prep tools brand focused on innovative food preparation gadgets and accessories, partially overlapping with Fullstar's manual chopper and slicer category from a niche/emerging angle.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Fullstar social profiles
Digital presenceFullstar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fullstar leadership team
Management profileNumber of profiles
Fullstar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fullstar 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 Fullstar
What does Fullstar do?
Fullstar designs, manufactures, and sells manual kitchen preparation tools including vegetable choppers, mandoline slicers, spiralizers, food storage containers, tofu presses, and apple slicers. Products feature interchangeable multi-blade systems for chopping, slicing, spiralizing, grating, and julienning. The company sells direct-to-consumer through fullstarkitchenware.com and Amazon, with flagship products like the Original Chopper (Viral Vegetable Chopper) and the XL Chopper and Slicer with Pull-Out Tray.
Is Fullstar a public or private company?
Fullstar is a private company. It is classified as corporate owned and is currently operating.
When was Fullstar founded?
Fullstar was founded in 2015.
Where is Fullstar based?
Fullstar is headquartered in New York, United States, in the North America region.
How does Fullstar make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are marketplace Sales and subscription Services.
Who are Fullstar's main competitors?
Broad incumbents on record are OXO, KitchenAid and Cuisinart. Direct peers are Chef'n, Joseph Joseph, Zyliss, Dash, Brieftons and Mueller Austria. Prepara is listed as an emerging player.
Does Fullstar have an API?
No public API is recorded for Fullstar.
What industry is Fullstar in?
Fullstar's product category is Kitchen Gadgets. Its primary akta.pro industry code is AFAIALAK, Food Preparation Equipment & Smallwares Wholesale, with a secondary code of AFAAAJAH, Cutting, Peeling & Minimal Processing Equipment (Trimmers, Peelers, Slicers). Its SIC code is 3420.