Bella is owned and produced by the parent company Sensio, Inc. Sensio produces a number of products under the Bella name, which are available on the Bella website, but the cookware is created as private label items and only available in the stores the company has partnered with.
Sensio has been open since 2003 and most of its specialization lies in small appliances. The Bella brand is focused on function as well as looks. A lot of the advertising for Bella is based around the colorful options and streamline look of their appliances. The colorful and fun appearance of their products are aimed at making the kitchen fun.