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Fits-anywhere™
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bella debuts new brand identity
By bella
EverGood™ Ceramic Nonstick Coating
Created based on feedback from more than 5,000 consumers, Bella’s hero assortment is the Fits-Anywhere kitchenware system. The company characterized it as a fresh take on kitchenware that brings high design and performance to every space. The new Bella line will roll out this fall in stores and online across most mass retailers.
Since Bella’s original launch, Made by Gather noted, the kitchen has evolved from being a central part of the home to the actual heart of it.
“As families spend more time in the kitchen, the stuff within those cabinets and on those countertops has also increased,” said Shae Hong, founder and CEO of Made by Gather. “According to our consumer insights and data analytics, the average American household has six small kitchen appliances, and the majority of their counter space is taken up by kitchenware. With the new Bella, we want to give consumers their counters back without sacrificing performance or capacity.”
The refreshed Bella product assortment includes the proprietary EverGood™ Ceramic Nonstick Coating made without PFAS, PTFE, PFOA, lead and cadmium, and human-centric design details such as intuitive UI panels, a soft glow mango indicator light, premium matte finish and subtle fluting details. Also included are custom-developed colors such as the new signature Oatmilk color, a fresh take on the traditional white appliances consumers grew up with, and what Made by Gather calls the new black. Colors also include Plum and Surf, available at launch for those looking to add a pop of color to the kitchen.
The Made by Gather portfolio of brands also includes Beautiful by Drew and CRUX.
“The relaunch of Bella is one more transformational step in Made by Gather’s future, and we are just getting started,” said Hong. “We wanted to raise the bar in terms of how brands show up and share our unique culture that continues to disrupt the kitchenware industry. We are pushing the boundaries of how things are done by combining consumer insights and data analytics, creating products with elevated design and unique colorways that the customer has told us they love, and bringing an unmatched vibe and culture to how we do it. We hope to change the industry and the legacy of it going forward with a new approach to kitchenware.”
