We cultivate
#1
bella is the top-selling brand in Toasters and Griddles in the USA*
#1
Beautiful is the top-selling Stand Mixer at Walmart*
Who we are
A collective of visionaries, movers, and shakers who love what we do and how we do it.
What we do
We make super-premium design & innovation accessible to the world.
Our Story
We've spent 20+ years developing our special sauce and, once we did, things started to really take off. We bring trend-forward design to each of our brands, combined with innovative marketing strategies and collaborative strategic relationships with the leading omni-channel retailers. I'm so proud of what we've built and excited for what's to come. We believe we have unlimited potential.
-Shae Hong
Strength in Numbers
$5B
sales since inception
15M
units shipped every year
215+
employees across North America and Asia
219B+
media impressions since CY24
over 50%
of business coming through digital/e-commerce
Our Brands
A diverse portfolio of consumer kitchenware brands.
Leadership
Shae Hong
FOUNDER & CEO
FOUNDED: 2003
Shawn Austin
PRESIDENT
JOINED: 2020
Brian Hoke
EVP, CHIEF REVENUE OFFICER
JOINED: 2024
Nir Servatka
EVP, CHIEF LEGAL OFFICER
JOINED: 2025
Tracy Pearson
CHIEF FINANCIAL OFFICER
JOINED: 2025
Matt Carrow
EVP, CHIEF MARKETING OFFICER
JOINED: 2023
Denielle Wolfe
SVP, CHIEF PRODUCT OFFICER
JOINED: 2022
Rodney Womack
SVP, WALMART SALES & BEAUTIFUL GM
JOINED: 2021
Jason Landun
SVP, PRODUCT BRAND MANAGEMENT
JOINED: 2010