Made by Gather has launched the refreshed Bella brand, showcasing a new collection of kitchen electrics and cookware designed to offer space-saving, stylish performance at affordable price points.
Made by Gather unveiled the relaunch of Bella at The Inspired Home Show 2024 in March. The introduction marked a transformational moment for the kitchenware brand founded in 2011 to bring what the company described as beautiful, highly functional products at attainable prices.
In developing the refreshed Bella lineup, Made by Gather asked more than 5,000+ consumers nationwide about their biggest frustration with kitchen products. The majority said cluttered, bulky, black and stainless steel appliances overtook their kitchen counters and cabinets. In response, the company created its Fits-Anywhere kitchenware collection designed to save up to 50% more space. The line includes seven small appliances and cookware pieces (pictured above) — a griddle, air fryer, blender, waffle maker, toaster and cookware set — each made to deliver capacity, performance and saving space, said the company. For example, The griddle folds in half, the toaster is slim and the cookware set has universal lids.
Bella Fits-Anywhere Toaster
“We spoke to thousands of consumers nationwide and learned that 74% of their countertop space is taken up by appliances; we wanted to declutter their kitchens, create space and give more room to gather with family and friends,” said Shae Hong, founder and CEO of Made by Gather.
The Bella brand also is launching an assortment of 21 products in the new custom-developed Oatmilk color, describes as a fresh take on traditional stainless steel appliances. These products include an air fryer toaster oven, a new take on Bella’s Rocket Blender and a single-serve coffee maker that can accommodate pods or fresh coffee grounds.
Demi Lovato for Bella
Timed with the launch, Bella also is kicking off a media campaign featuring its first brand partner, Grammy-nominated recording artist Demi Lovato. To showcase Bella’s uniqueness and versatility, Made by Gather collaborated with creative shop Stink Studios, director Maca Rubio and Lovato to create the campaign. Rubio, known for fusing kitschy aesthetics with relatable narratives in hyperrealistic environments, utilizes the campaign to showcase Bella products fitting into unexpected places, such as a griddle in outer space and an air fryer on a rollercoaster, the company said.
“Our Bella campaign is disruptive for any industry, not just the kitchen,” said Matt Carrow, chief marketing officer of Made by Gather. “In partnership with Stink Studios, Maca and Demi, we wanted to make the unexpected a reality and create some whimsy in an otherwise performance and price-focused marketing world.”
Lovato joins Bella as she explores the world of cooking and her love for design, bringing more than 160 million Instagram and TikTok followers along, said the company. “I like to believe I’m in my Martha Stewart era, and when I came across Bella, I wasn’t intimidated by the products,” Lovato said. “They’re easy to use, the colors are fun and different (the Surf color is my favorite), and I just knew these were kitchen products I wanted to use every day.”
The new Bella products are available in the Oatmilk color, as well as a deep shade of purple-gray called Plum and a deep blue tone called Surf that is inspired by the Pacific Coast. The Bella products present intuitive control panels, soft glowing mango indicator lights, premium matte finishes, subtle fluting details and rounded corners. The entire collection is made with the company’s EverGood ceramic nonstick coating, which is made without PFAS, PFOA, PTFE, lead and cadmium.
Bella products can be purchased at a variety of retailers, including but not limited to Amazon, Walmart and Target, with items starting at $14.99.
