Consumer products veteran to lead the nutribullet® and magic bullet® business.
LOS ANGELES, Oct. 9, 2026 /PRNewswire/ — Capital Brands, the marketer of nutribullet® and magic bullet® small appliances, announced the appointment of Steve Baram as Chief Executive Officer, effective September 21, 2026.
Baram will lead the company from its Los Angeles headquarters, reporting to Nicola Serafin, Group General Manager of De’Longhi.
Baram brings nearly 30 years of experience in the consumer product sector, including several CEO roles at private equity-backed companies. Most recently, he served as Chief Executive Officer of Lenox, following earlier senior leadership experience as Executive Vice President at HITRUST.
“Steve has spent his career building consumer brands and leading teams through high-growth phases. His deep experience, combined with his strategic focus on retail partnerships and product innovation, makes him the right leader to guide Capital Brands into the next chapter, accelerating the success of nutribullet® and magic bullet® worldwide,” said Nicola Serafin, Group General Manager, De’Longhi.
“nutribullet® and magic bullet® have a clear purpose, which is making healthy living easier for everyone. I’m excited to join a talented team and to work with our retail partners and the De’Longhi Group to bring that to more people.” said Baram.
About Capital Brands
We believe that good nutrition has the power to transform lives and that everyone deserves the best. Our goal is to make nutrition simple, easy, and impactful. Since 2003, our company has been on a mission to inspire and enable transformational nutrition for people all around the world. We do this by designing and delivering an ecosystem of products and services that strive to integrate better nutrition into everyday life; in under 60 seconds, our personal blenders transform cold and room-temperature ingredients into simple and nutritious blends. With over 80 million happy customers worldwide, nutribullet® is the #1 personal blending brand in the world*. Our family of products is available directly from nutribullet.com and Amazon, at most major North American retailers, and in numerous countries across the globe.
About De’Longhi
The De’Longhi Group is a global leader in the coffee machine industry, with a strong presence in both domestic (with the De’Longhi brand) and professional (thanks to La Marzocco and Eversys). Furthermore, the Group is among the main global players in the household appliance sector dedicated to the world of cooking, air conditioning and home care (with the brands De’Longhi, Kenwood, Braun, Ariete and nutribullet®).
The De’Longhi Group has over 10,000 employees, operating across five continents through a global network that includes several production facilities and over 50 sales branches. In 2025, it reported revenues of €3.8 billion, an adjusted EBITDA of €625 million and a net profit of over €300 million.
Media Contact: Capital Brands corporate.inquiries@capitalbrands.com
*Independent Research Institute, Sales Leader Full Year 2023
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SOURCE Capital Brands
