The bella story

At bella, we believe the best innovation comes from consumers. We’re a direct-from-voice brand that observes how our consumers live to inform what we make.  

When we started visiting kitchens and hosting focus groups, we realized the one thing most people have in common: they want their kitchenware to do more with less.  

Less space. Less complexity. Less ugly.  

With design-forward thinking at the heart of how we’ve operated for 23 years, the “less ugly” was easy for us. The challenge was delivering on capacity and performance while taking up less physical space.  

Our engineers went to work on ground-up innovation, that, after two years in the making, we’ve made accessible to consumers across America. 

At bella, we’re committed to making high-quality products at a price that is within reach. We believe that quality kitchenware can elevate your life.  

Especially when it's affordable to all.