A housewares supplier, a founder who bought his company back and a new name in 2020.

Bella is an American small kitchen-appliance and kitchenware brand. Its website, which now sits at bellakitchenware.com, describes it in its footer as “A Made By Gather Brand” and sells two lines, bella and bella PRO. On its own pages the brand sets its name in lower case, as “bella”; trade press usually prints it as Bella. Earlier coverage and the company’s older web address used the longer name Bella Housewares.

For most of its history the brand belonged to a company called Sensio Inc. The British trade magazine Housewares described Sensio in October 2014 as a “small electricals supplier” and quoted Shae Hong as its chief executive. The same report shows how the Bella name was already being used as a platform for other names: Sensio had launched Skinnygirl by BELLA, a co-branded collection of small kitchen appliances with the American television personality Bethenny Frankel, beginning with a personal blender unveiled on the shopping channel QVC in November 2014. Hong said Skinnygirl was “a great fit for our portfolio of quality products with aesthetic appeal and strong features.”

The company changed hands and then changed its name. Kitchen & Bath Business reported on 25 March 2020 that Sensio Inc. was “now known as Made by Gather,” and that the change followed “founder Shae Hong’s purchase of the company in 2018,” supported by institutional capital from Backcast and J.P. Morgan. The magazine said the new identity was built around the idea of people gathering in the kitchen, and quoted Hong on “17 years in the business.” Bella Housewares was listed first among the brands that would continue under the new company, alongside Crux Kitchen and Brim Coffee. A Macy’s buyer quoted in the same article described the new name as one that felt like “the most authentic expression” of the company after many years of partnership.

The 2024 relaunch and the Fits-Anywhere system.

The most detailed public account of the brand comes from its relaunch. HomePage News reported on 20 March 2024 that Made by Gather had relaunched its “flagship brand, Bella,” at The Inspired Home Show in Chicago, and that the company described the moment as a doubling down on a “decade-long promise” of “functionally aesthetic kitchenware” for the mass market. The brand republished the article on its own news page under the headline “bella debuts new brand identity.”

The centre of the relaunch was a range the company calls the Fits-Anywhere kitchenware system. According to Made by Gather, it included a Fold and Store Dual Temp Griddle that folds in half, a Flip and Store Blender whose jar flips for cabinet storage, a Flip and Store Waffle Maker designed for upright storage, a 2-Slice Slim Toaster, a slim 4-quart air fryer and a multi-brew coffee maker called VersaBrew. Shae Hong, quoted as founder and CEO of Made by Gather, said the aim was “to give consumers their counters back without sacrificing performance or capacity.” The report said the new line would roll out in the autumn of 2024 in stores and online across most mass retailers.

The relaunch also set out a design vocabulary in unusual detail. The company described “human-centric design details such as intuitive UI panels, a soft glow mango indicator light, premium matte finish and subtle fluting details.” It introduced the company’s own EverGood ceramic nonstick coating across the cookware. The article named the Made by Gather portfolio at that point as Bella, Beautiful by Drew and CRUX.

Later launches kept the same approach. HomePage News reported in April 2025 that Bella had released a combination hand and stand mixer with two new colourways, Seaglass green and Blossom pink; in January 2026 a 6-quart programmable multi-cooker; and in May 2026 a Tools & Gadgets collection that the company said extended Fits-Anywhere into foldable, modular kitchen tools. The brand’s website now organises its range into collections called Fits-anywhere, EverGood, Family Sized and Premium Performance.

Design and documentation.

The brands in this group all make small kitchen and home appliances: toasters, slow cookers, pressure cookers, mixers, coffee makers, fans and heaters. Names like these often sit at many different points in the trade, from companies that still carry a founder’s name or a home town to brands that have passed through several owners and now belong to much larger housewares or consumer-products groups.

A small-appliance brand’s identity is usually carried less by a single product than by a name, a logo and a familiar look on the shelf, because the company behind that name may have been sold, merged or split, and its products may now be designed and made far from where the brand began. That makes the plain questions worth asking: who started it, who owns it now, and where its appliances are actually made.

Each guide separates what independent, dated sources record from what the company says about itself — its founding story, its owners over time, where its products are made and how its look has changed — and marks plainly what rests only on the company’s own word.

Oatmilk, the “new black” and a mango light.

Colour is the part of Bella’s identity that the company has described most directly. At the 2024 relaunch Made by Gather said the range came in “custom-developed colors such as the new signature Oatmilk color, a fresh take on the traditional white appliances consumers grew up with,” and in what it called “the new black.” Plum and Surf were available at launch, the company said, for buyers who wanted “a pop of color” in the kitchen. The 2025 mixer launch added Seaglass green and Blossom pink. The palette on this page borrows those published colour names, but the tones are our own interpretation, not the company’s colour specifications.

The other repeated design cue is size. The relaunch materials describe products by how they store: griddles that fold, blenders and waffle makers that flip, a toaster sold on its slim profile. Reviewers quoted on the brand’s home page pick up the same theme, describing the slim toaster as a product made to fit “the tightest spaces.” The website’s own sign-off, “Feeds your family. Fits your space,” turns that idea into a slogan. The website footer credits it to the agency OFF+BRAND.

Bella has also been used as a host name. The Skinnygirl by BELLA collection of 2014 put a celebrity name in front of the brand, while Made by Gather’s later portfolio placed Bella alongside Beautiful by Drew, which HomePage News describes as Drew Barrymore’s Made By Gather brand. Across that coverage, from the Sensio years to the present, Shae Hong is the executive most often quoted for the company.

For a design guide, Bella shows how a long-running housewares name can be rebuilt around a set of named colours and a storage-led product story, with lower-case lettering and custom finishes carrying the identity. Compare it with Dash, another American small-appliance brand, and with Chefman, an American countertop-appliance brand sold through the same mass retailers. For this guide we use plum, oatmilk and surf blue with a soft sans, an unofficial interpretation; no product or logo is reproduced.

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