Brybelly Holdings, Inc (Brybelly) was founded by Jeffrey Smith and Knute Lentz on January 1, 2005 as an internet retailer of gaming products selling across several e-commerce platforms and specialty websites. Within two years the company developed into a wholesaler and drop shipper of imported and domestic goods, and in April of 2007 Brybelly took its first order on Brybelly.com.
From there, Brybelly’s reach, renown, and product catalog grew exponentially. Supplying casinos and salons alike, the company broke into countless new and diverse markets, including health and beauty, sporting goods, games and toys, even kitchen, camping and pet supplies. In 2012, the Indiana Business Journal named Brybelly one of Indiana’s fastest-growing privately held companies.
Today, Brybelly specializes in product development and has pioneered the practice of Microbranding: creating narrowly-defined brands to more deeply penetrate market niches. Leveraging a global network of suppliers and an expanding team of designers, Brybelly sources quality materials, creates exciting new products across over seven different industries, and microbrands them under one brand on an ever-expanding list. Brybelly products are sold internationally, supplied to internet retailers across the world, and distributed to brick and mortar stores throughout the United States and Canada.