Three Generations of Bringing Joy
to the American Kitchen
Family-owned and proudly independent, Select Brands was built on a simple belief: every home deserves appliances that work beautifully — without breaking the bank.
A Kansas City Family
Finds Its Calling
It started the way the best stories always do — with a father, a son, and a shared obsession with making things better. Our founder grew up in Kansas City watching his father build a career in the houseware industry. In 1976, he followed that same path, spending the next 22 years learning every corner of the business, eventually rising to Senior Vice President.
But there was always a quieter ambition running alongside the day job. A dream of building something of his own. Something that could bring more innovation, more value, and more genuine joy to consumers than what already existed on the shelf.
In 1998, that dream became Select Brands Incorporated — and the family business was born.
“We didn’t set out to build a big company. We set out to build a good one — a place where family values and consumer passion could drive every single decision.”— The Select Brands Founding Story
How We Got Here
A Career Begins
Our founder joins his father in the houseware industry, beginning 22 years of deep experience that would lay the foundation for everything to come.
Select Brands Is Born
Armed with decades of industry knowledge and an entrepreneurial spirit, our founder launches Select Brands Incorporated — a small family business with very big ambitions.
The Babycakes Brand Takes Shape
Select Brands registers the Babycakes trademark across kitchen appliance categories, planting the seed for what would become one of the brand’s most beloved product lines.
The Cake Pop Maker Phenomenon
The Babycakes cake pop maker launches — and becomes a cultural moment. What started as a single product sparked a national obsession with home baking and creative kitchen fun.
150,000 Sq Ft & Still Growing
From folding tables and a fax machine to a 150,000-square-foot state-of-the-art warehouse. Select Brands now operates a portfolio of iconic brands, offices overseas, and a passionate team committed to our founding values every single day.
Meet Select Brands
A closer look at the brands, products, and people behind 25+ years of American kitchen innovation.
Built by a Family.
Powered by a Team.
Select Brands has always been family-centered — but the definition of family has expanded. Today, our team spans departments, time zones, and continents, all united by a shared standard: do excellent work, treat people right, and never stop improving.
The Select Brands team — a family in every sense of the word.
The Values That Have Guided
Every Decision Since 1998
Family First
We started as a family business and that’s never changed. Every decision we make — from product design to customer service — is filtered through the question: would we be proud to bring this home?
Exceptional Value
We believe everyone deserves access to well-designed kitchen products. Our job is to close the gap between “innovative” and “affordable” — and we’ve been doing it for 25 years.
Consumer Obsession
Our customers aren’t a demographic — they’re our neighbors, our families, the people we think about when we’re designing a product. Their joy is the benchmark for everything we ship.
Trusted Names in Kitchens
Across America
From beloved originals to iconic licensed partnerships, our portfolio is built on quality, creativity, and consumer trust.
Thank You for Being Part of Our Story
We’re grateful for every customer, partner, and fan who has believed in what we’re building. You’re not just our customer — you’re an extended member of the Select Brands family.
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