Who Owns Zulily?
Zulily is majority-owned by Lyons Trading Company, the St. Paul, Minnesota parent of discount e-retailer Proozy, which acquired a 75 percent stake in March 2025 for $5 million. Beyond Inc. retains a 25 percent minority stake. The Seattle-founded flash-sale site has changed hands four times since 2015, including ownership by Qurate, Regent, and Beyond.
Zulily Timeline
Who Owns Zulily?
- Parent Company: Lyons Trading Company
- Ownership Type: Subsidiary
- Acquisition Year: 2025
- Company Type: Privately Held
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Zulily | Lyons Trading Company | Subsidiary |
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History of Zulily
- Founded: 2010
- Founders: Darrell Cavens, Mark Vadon
- Acquired by Lyons Trading Company: 2025
Darrell Cavens and Mark Vadon founded Zulily in Seattle, launching the site in January 2010. Both were veterans of Blue Nile, the online jeweler Vadon had founded. The concept targeted a then-underserved shopper: moms buying apparel, toys, and home goods for kids and family through time-limited flash sales, with inventory purchased after customers ordered.
Growth was steep. Zulily went public on the NASDAQ in November 2013 at a valuation approaching $2.6 billion and rode the flash-sale boom alongside Gilt Groupe and Rue La La. Revenue peaked above $1.4 billion by 2015 as customer acquisition costs climbed.
In August 2015, Liberty Interactive, later Qurate Retail Group, acquired Zulily for $2.4 billion, pairing it with QVC and HSN. The flash-sale model faded industry-wide, and under Qurate the brand stagnated for years. In May 2023, Qurate sold Zulily to Los Angeles private equity firm Regent.
Regent's tenure ended abruptly. In December 2023, Zulily halted operations, laid off staff, and took its site offline. Beyond Inc., then led by Marcus Lemonis, bought the domain, trademarks, customer data, and software in February 2024 for $4.5 million and relaunched the site in September 2024. A year later, in March 2025, Beyond sold the 75 percent controlling stake to Lyons Trading Company for $5 million, retaining 25 percent.
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Under Proozy's ownership, the brand entered a planned relaunch: the company announced an upgraded platform, faster shipping, and exclusive deal programming, with Zulily's roughly 5 million historical customer accounts as the core asset.
About Lyons Trading Company
Is Lyons Trading Company publicly traded?
No. Lyons Trading Company is privately held by founder Jeremy Segal. It has never been publicly listed and operates without venture capital.
Who owns Lyons Trading Company?
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Founder Jeremy Segal owns and controls the company as its CEO. No external institutional investors are disclosed, reflecting its organic growth since 2006.
When was Lyons Trading Company founded?
Jeremy Segal founded the company in 2006 in Minnesota as a teenage golf-equipment wholesaler. The consumer-facing Proozy.com site launched in 2015.
What does Lyons Trading Company own?
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The company operates Proozy.com and holds a 75 percent majority stake in Zulily, acquired in March 2025. Beyond Inc. retains the remaining 25 percent of Zulily.
What is the relationship between Lyons and Proozy?
Proozy.com is Lyons Trading Company's owned e-commerce brand and operating platform. Lyons is the legal corporate entity; Proozy is its consumer-facing daily-deals site and now the operating engine behind Zulily.
Why did Zulily sell to Lyons Trading?
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Beyond Inc. sold the 75 percent stake to refocus on its core Bed Bath & Beyond and Overstock brands. Lyons' discount sourcing model made it a natural operator for Zulily's flash-sale format, and the $5 million price gave Beyond a small profit on its asset purchase.
- Founded: 2006
- Headquarters: St. Paul, Minnesota, USA
- Company Type: Privately Held
- Revenue: Private; estimated in the tens of millions
- Employees: Approximately 100
Where Is Zulily Made / Based?
- Headquarters: St. Paul, Minnesota, USA
Zulily Categories & Tags
Zulily Recalls & Controversies
The most damaging episode in Zulily's history was the December 2023 shutdown under Regent. The company abruptly halted operations days before Christmas, stranding orders, laying off hundreds of employees with minimal notice, and drawing lawsuits from workers and unpaid vendors. Washington State and the WARN Act claims alleged improper mass layoff handling.
Earlier controversies included recurring customer complaints during the Qurate era about slow shipping times, a structural feature of the post-order sourcing model that frustrated shoppers accustomed to Amazon speed. The Better Business Bureau fielded thousands of complaints in peak years.
Beyond's 2024 relaunch faced a smaller wrinkle: some former customers' account data and credits required reconciliation after the shutdown, which the company addressed through its relaunch communications.
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Zulily Ownership: Pros & Cons
Advantages
- +Owner operates in the same discount sourcing niche, providing relevant supply chain expertise
- +Small private-company structure allows fast operational decisions
- +Brand retains residual recognition and a large lapsed customer file
- +Near-zero acquisition cost limits financial downside for the parent
- +No public-market earnings pressure during rebuild
Considerations
- -Four ownership changes in a decade signal persistent strategic instability
- -Parent is small, limiting capital available for a costly customer reacquisition push
- -Flash-sale category has largely collapsed against Amazon, Shein, and Temu competition
- -Brand trust was damaged by the 2023 shutdown and stranded orders
- -Minority stake held by Beyond Inc. creates a split-ownership dynamic
Frequently Asked Questions About Zulily
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Sources & Further Reading
Competitors to Zulily
No direct competitors found in the same category. This could be because Zulilyoperates in a unique market segment or we're still building our competitor database.
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