# Made By Gather

> Made By Gather is the New York company behind Bella, Beautiful by Drew Barrymore, Brim, and Crux - a portfolio of affordable, design-forward small kitchen appliances that has done more than $5 billion in sales and ships 15 million units a year. Founder and CEO Shae Hong bought the old contract manufacturer Sensio in 2018, rebranded it in 2020, and rebuilt it around a simple bet: make super-premium design cheap enough for everyone and sell it everywhere from Walmart to Amazon.

- **Founded:** 2003
- **Headquarters:** New York, New York, United States
- **Founders:** Shae Hong (Founder, Chairman & CEO)
- **Team size:** 215+ employees across North America and Asia
- **Products:** Bella, Beautiful by Drew Barrymore, Brim, Crux / CruxGG, Private Label & Licensing
- **Notable:** More than $5 billion in cumulative sales since inception, Bella named the #1 top-selling toaster and griddle brand in the USA (Circana, July '24-July '25), Beautiful is the #1 top-selling stand mixer at Walmart

## Products & services

- **Bella** — Made By Gather's flagship countertop essentials brand - air fryers, toasters, griddles, blenders, coffee makers and the space-saving Fits-Anywhere kitchenware system. The #1 top-selling toaster and griddle brand in the USA.
- **Beautiful by Drew Barrymore** — A design-led line of small appliances, cookware, and home goods co-created with Drew Barrymore, sold exclusively at Walmart. The #1 top-selling stand mixer at Walmart, since expanded beyond the kitchen into decor and furniture.
- **Brim** — Specialty coffee brand offering espresso machines, pour-over and precision brewing equipment for home baristas.
- **Crux / CruxGG** — Design-forward small appliances, including CruxGG - a collaboration with Bronx culinary collective Ghetto Gastro - and limited collabs such as a Marshmello x Crux air fryer.
- **Private Label & Licensing** — Product development, licensing and private-label manufacturing of small kitchen appliances and accessories for retail partners.

## Achievements

- More than $5 billion in cumulative sales since inception
- Bella named the #1 top-selling toaster and griddle brand in the USA (Circana, July '24-July '25)
- Beautiful is the #1 top-selling stand mixer at Walmart
- Bella's Fits-Anywhere line grew 1,450% year-over-year at Target
- Ships roughly 15 million units per year
- 215+ employees and 219B+ media impressions since 2024
- Maintained a 95%+ in-stock rate at Amazon while scaling hundreds of new SKUs

## Latest updates

- **2026-05** — Completed a strategic refinancing led by TCW Private Credit Group and MidCap Financial to fund product innovation and retail expansion.
- **2025-01** — Bella introduced the Fits-Anywhere kitchenware system to declutter kitchens; the line grew 1,450% at Target.
- **2024-03** — Refreshed and relaunched the Bella brand, later fronted by Demi Lovato.

## Links

- Website: https://madebygather.com
- LinkedIn: http://www.linkedin.com/company/madebygather
- Instagram: https://www.instagram.com/bellakitchen/
- TikTok: https://www.tiktok.com/@officialbellalifestyle

---

Profile page: https://yespress.io/made-by-gather
Published by YesPress — https://yespress.io
Last updated: 2026-08-20