D'Amelio Brands

A Los Angeles-based house of consumer brands formed on September 6, 2022 by the D'Amelio family, the company develops and operates products across food and beverage and fashion rather than licensing its name onto third-party goods. It was built by pairing the family's audience reach and marketing instincts with co-founder Marc D'Amelio's three decades of experience in business, apparel and licensing; Marc serves as Chief Executive Officer and co-founder, alongside co-founder Richard Rosenblatt, a serial entrepreneur previously behind Demand Media, Intermix/MySpace and iMALL. From the outset the stated mission has been authentic, accessible products spanning categories from footwear and fashion to food and beverage, with an explicit commitment to partnering with small and inclusive businesses. The company expanded into food and beverage in 2023, the category in which its most active brand now operates, following a $5 million investment announced that year. The operating model is a brand house with external category partners: the company sets brand direction and handles storytelling and marketing, while day-to-day manufacturing and distribution run through licensing partners equipped for those functions. Since March 2025, SNAX-Sational Brands has served as the exclusive licensing partner for the Be Happy Snacks line, handling manufacturing, distribution and retail expansion while the family leads marketing and brand storytelling. That structure is how a family-run company reaches national shelf space without owning production facilities. The portfolio holds two brands at different stages. Be Happy Snacks, the active and expanding brand, is a better-for-you whole-grain popcorn line in flavors including Himalayan Pink Salt, White Cheddar, Cotton Candy, Parmesan Garlic and Maple Bacon. Distribution covers Walmart, Albertsons family banners including Jewel-Osco, Shaw's, Acme, Safeway and Market Street, Costco Business Centers nationwide, and the 7-Eleven and Speedway convenience channel; new flavors have been introduced at Expo West. The second brand, D'Amelio Footwear, launched in 2023 with a billboard over Sunset Boulevard, a store at The Grove and a strategic initiative with Lulus. Footwear production has since wound down, and the brand is being repositioned under a new mark, D'AMELIO, described as Italian roots and an American story, with the next chapter yet to launch. Category coverage therefore includes salty snacks and packaged food and beverage on one side and apparel, footwear and accessories on the other, with skincare cited among the original launch categories. Target markets are US mass, grocery, club and convenience retail, reached largely through licensed manufacturing partners and creator-driven marketing. Differentiators are the family's direct-to-audience marketing reach, a brand-by-brand build rather than name licensing, and an asset-light operating structure that pairs in-house brand development and campaign production with third-party production and distribution. The company also solicits inbound partnership, licensing and new-category proposals directly.