Which home, kitchen and Amazon brands are owned by private equity?
65 home, kitchen and Amazon brands and who owns them. 27 are PE-backed or lender-controlled.
When a private-equity firm buys a brand, the name, logo and website usually stay the same. Here’s who owns the brands people shop for, with a source for every label. Labels describe ownership, not product quality. With the PE or Not? Chrome extension, click the icon on a brand’s own website to see who owns it.
| Brand | Label | Owner / backers | Since |
|---|---|---|---|
| Brooklinen bedding and bath | PE-backed | Brooklinen Summit Partners; Freeman Spogli & Co. | 2020 |
| Cuisinart small kitchen appliances and cookware | PE-backed | Conair American Securities | 2021 |
| Culligan water treatment | PE-backed | Culligan International BDT & MSD Partners; Mubadala Capital | 2021 |
| Dansk dinnerware and cookware | PE-backed | Lenox Corporation Centre Lane Partners | 2020 |
| Instant Pot pressure cookers and small appliances | PE-backed | Instant Brands Appliances Centre Lane Partners | 2023 |
| Kidde smoke and CO alarms, fire extinguishers | PE-backed | Kidde Global Solutions Lone Star Funds | 2024 |
| Klarstein kitchen and home appliances | PE-backed | Berlin Brands Group (Chal-Tec GmbH) HPS Investment Partners; Bain Capital | 2024 |
| Lenox dinnerware and giftware | PE-backed | Lenox Corporation Centre Lane Partners | 2020 |
| LiftMaster garage door openers | PE-backed | The Chamberlain Group Blackstone | 2021 |
| myQ smart garage and access | PE-backed | The Chamberlain Group Blackstone | 2021 |
| Oneida flatware and tabletop | PE-backed | Lenox Corporation Centre Lane Partners | 2021 |
| SimpliSafe home security systems | PE-backed | SimpliSafe GTCR | 2025 |
| Weber grills | PE-backed | Weber Inc. BDT Capital Partners | 2023 |
| Werner ladders | PE-backed | ProDriven (formerly WernerCo) Triton | 2017 |
| Zep cleaning products | PE-backed | Zep Inc. Truelink Capital | 2025 |
| Angry Orange pet odor and stain remover | PE-backed, now lender-controlled | Thrasio Thrasio pre-petition credit facility lenders (Royal Bank of Canada, agent) | 2024 |
| At Home home decor retailer | PE-backed, now lender-controlled | At Home Group Inc. Redwood Capital Management; Farallon Capital Management; Anchorage Capital Advisors | 2025 |
| Beautyrest mattresses | PE-backed, now lender-controlled | Serta Simmons Bedding, LLC Former first-lien lenders (not individually named in sources read) | 2023 |
| Beckham Hotel Collection bed pillows | PE-backed, now lender-controlled | Thrasio Thrasio pre-petition credit facility lenders (Royal Bank of Canada, agent) | 2024 |
| ChomChom pet hair remover | PE-backed, now lender-controlled | Thrasio Thrasio pre-petition credit facility lenders (Royal Bank of Canada, agent) | 2024 |
| Corelle dinnerware | PE-backed, now lender-controlled | Corelle Brands Former Instant Brands term-loan lenders (not named in sources read) | 2024 |
| Hate Stains laundry stain remover | PE-backed, now lender-controlled | Thrasio Thrasio pre-petition credit facility lenders (Royal Bank of Canada, agent) | 2024 |
| kwmobile phone and tablet cases | PE-backed, now lender-controlled | SellerX BlackRock (funds and accounts managed by); Victory Park Capital | 2024 |
| Pyrex bakeware and kitchenware | PE-backed, now lender-controlled | Corelle Brands Former Instant Brands term-loan lenders (not named in sources read) | 2024 |
| Serta mattresses | PE-backed, now lender-controlled | Serta Simmons Bedding, LLC Former first-lien lenders (not individually named in sources read) | 2023 |
| Simmons mattresses | PE-backed, now lender-controlled | Serta Simmons Bedding, LLC Former first-lien lenders (not individually named in sources read) | 2023 |
| Tuft & Needle mattresses | PE-backed, now lender-controlled | Serta Simmons Bedding, LLC Former first-lien lenders (not individually named in sources read) | 2023 |
| All-Clad cookware | Not PE, corporate-owned | Groupe SEB | |
| Calphalon cookware | Not PE, corporate-owned | Newell Brands | |
| Casper mattresses | Not PE, corporate-owned | Carpenter Co. | |
| CRAFTSMAN tools | Not PE, corporate-owned | Stanley Black & Decker | |
| DEWALT power tools | Not PE, corporate-owned | Stanley Black & Decker | |
| Hoover vacuums | Not PE, corporate-owned | Techtronic Industries | |
| KitchenAid kitchen appliances | Not PE, corporate-owned | Whirlpool Corporation | |
| Mattress Firm mattress stores | Not PE, corporate-owned | Somnigroup International | |
| Milwaukee Tool power tools | Not PE, corporate-owned | Techtronic Industries | |
| Mrs. Meyer's Clean Day household cleaning | Not PE, corporate-owned | S.C. Johnson & Son, Inc. | 2008 |
| OXO kitchen tools | Not PE, corporate-owned | Helen of Troy Limited | |
| Pampered Chef kitchen tools (direct sales) | Not PE, corporate-owned | Berkshire Hathaway | |
| Purple mattresses | Not PE, corporate-owned | Purple Innovation, Inc. | |
| Rubbermaid food storage and household | Not PE, corporate-owned | Newell Brands Inc. | |
| Seventh Generation household cleaning | Not PE, corporate-owned | Unilever PLC | 2016 |
| Skullcandy headphones | Not PE, corporate-owned | Bose Corporation | 2026 |
| Tempur-Pedic mattresses | Not PE, corporate-owned | Somnigroup International | |
| The Container Store storage and organization retailer | Not PE, corporate-owned | The Container Store Group, Inc. Golub Capital; LCM Asset Management; Glendon Capital Management | 2025 |
| Tupperware food storage | Not PE, corporate-owned | Party Products LLC Stonehill Capital Management; Alden Global Capital | 2024 |
| Windex household cleaning | Not PE, corporate-owned | S.C. Johnson & Son, Inc. | 1992 |
| Yankee Candle candles and home fragrance | Not PE, corporate-owned | Newell Brands | |
| Ziploc food storage bags | Not PE, corporate-owned | S.C. Johnson & Son, Inc. | 1998 |
| Fullstar vegetable choppers and kitchen tools | VC-backed, not PE | Essor The Raine Group; Premji Invest; Target Global; Declaration Partners; BlackRock (funds and accounts managed by); Victory Park Capital; General Catalyst; Khosla Ventures | 2024 |
| Iron Flask water bottles and drinkware | VC-backed, not PE | Essor The Raine Group; Premji Invest; Target Global; Declaration Partners; BlackRock (funds and accounts managed by); Victory Park Capital; General Catalyst; Khosla Ventures | 2024 |
| OTOTO kitchen gadgets | VC-backed, not PE | Essor The Raine Group; Premji Invest; Target Global; Declaration Partners; BlackRock (funds and accounts managed by); Victory Park Capital; General Catalyst; Khosla Ventures | 2024 |
| Ace Hardware hardware stores | No known PE ties | Ace Hardware Corporation | |
| BISSELL vacuums and carpet cleaners | No known PE ties | BISSELL Inc. | |
| Char-Broil grills | No known PE ties | W.C. Bradley Co. | |
| Gorilla Glue adhesives and tape | No known PE ties | The Gorilla Glue Company | 1999 |
| Harbor Freight tools | No known PE ties | Harbor Freight Tools USA, Inc. | 1999 |
| Klein Tools hand tools | No known PE ties | Klein Tools | 1857 |
| Le Creuset cookware | No known PE ties | Le Creuset | 1988 |
| Lodge Cast Iron cast-iron cookware | No known PE ties | Lodge Manufacturing Company | 1896 |
| Miele appliances | No known PE ties | Miele & Cie. KG | 1899 |
| OtterBox phone cases | No known PE ties | Otter Products, LLC | 1998 |
| Pit Boss pellet grills | No known PE ties | W.C. Bradley Co. | |
| True Value hardware stores | No known PE ties | Do it Best Corp. | 2024 |
| Vitamix blenders | No known PE ties | Vita-Mix Corporation | 1921 |
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