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?

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?

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?

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.

Jeremy Segal founded Lyons Trading Company in 2006 as a teenager, starting with wholesale golf equipment bought from pro shops and resold to retailers. He was 16 years old when the business began, running it alongside his own golf ambitions before focusing fully on commerce.

The company operated as a wholesale business for roughly eight years before launching Proozy.com in 2015, a consumer-facing daily-deals site selling discounted brand-name golf, fitness, and outdoor apparel. Revenue grew quickly, doubling from $10 million to $20 million between 2014 and 2017 and reaching roughly $40 million by 2019.

Proozy built its niche on the same inventory logic as off-price retail: buying Nike, Under Armour, Columbia, and similar brands' excess stock at deep discounts and passing savings to consumers through flash sales. Unlike venture-funded flash-sale competitors, Lyons grew organically without outside capital.

The defining deal came in March 2025, when Beyond Inc. sold Lyons a 75 percent controlling stake in Zulily for $5 million. Beyond had bought the brand's assets in early 2024 after Regent shut it down and relaunched it, then decided to refocus on its core Bed Bath & Beyond business. Lyons took operational control of Zulily with plans for a full platform relaunch powered by Proozy's supply chain.

As a small private retailer, Lyons has no published sustainability program or B Corp certification. Its business model of selling overstock inventory has an inherent circular-economy element, moving products that might otherwise be liquidated or discarded.

The company's labor footprint is small and concentrated in Minnesota warehouse and office operations. No public controversies regarding labor or environmental practices are documented.

Lyons Trading has faced consumer complaints typical of discount e-commerce, with the Better Business Bureau logging grievances over shipping times and returns on Proozy orders through the years. These represent standard e-commerce friction rather than systemic issues.

The Zulily acquisition placed it adjacent to the 2023 shutdown controversy under prior owner Regent, which stranded orders and employees. That episode predates Lyons' ownership, and the company's relaunch communications have focused on restoring customer trust it did not break.

No significant litigation or regulatory action against Lyons is publicly documented as of late 2026.