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Zulily is now majority-owned by Lyons Trading Company, the operator of Proozy.com. Beyond, Inc., which acquired Zulily’s intellectual property and other brand assets in 2024, sold Lyons a 75% stake in the brand in 2025 and retained 25% through Zulily Newco. The official announcements and filing reviewed do not confirm a relaunch date or whether Zulily’s site is live.
Who owns Zulily now?
Lyons Trading Company is the named majority owner, with a 75% stake. Beyond retained a 25% interest through Zulily Newco, according to Beyond’s March 18, 2025 announcement and its 2025 Form 10-K. Lyons operates Proozy.com, connecting the two brands through their operator; the announcements do not say that Zulily and Proozy are the same business.
How did ownership change?
| Date | What happened | Ownership or control detail |
|---|---|---|
| March 7, 2024 | Beyond announced it had acquired Zulily’s intellectual property and other brand assets. | Beyond described the deal as supporting its off-price strategy. This was an acquisition of specified assets, not the later sale of a majority stake. |
| March 18, 2025 | Beyond announced a definitive agreement to sell a 75% stake in the Zulily brand to Lyons Trading Company. | Beyond retained 25%; Lyons is the operator of Proozy.com. |
The 2025 announcement followed Beyond’s March 10 appointment of Marcus Lemonis as Principal Executive Officer. Beyond’s SEC-filed release says Lemonis joined its board in October 2023, became chair in December 2023, and Executive Chairman in February 2024. His new role was at Beyond; it does not make him Zulily’s new majority owner.
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Beyond’s March 2025 announcement put the brand’s value at approximately $6.7 million and said Beyond would receive $5 million for the majority-stake transaction. Beyond’s 2025 Form 10-K reports that $1.25 million was received upfront and the remaining $3.75 million was payable in quarterly installments beginning April 30, 2026, over five years. The filing also identifies Beyond’s retained 25% interest as held through Zulily Newco.
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The stated brand valuation and the amount Beyond said it would receive are different figures: the former is the announced valuation, while the latter is the reported sale price to Beyond. The filing’s installment schedule means the full reported sale price was not all received upfront.
Is Zulily relaunching, and is its website live?
The ownership announcements and 2025 Form 10-K establish the change in the brand’s ownership, but do not confirm a relaunch date or current live-site status. A majority-stake sale is not, by itself, confirmation that the former shopping site has reopened. Treat any specific relaunch date as unconfirmed unless Lyons Trading Company or Beyond announces it officially.
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What did Beyond intend to do with Zulily?
Beyond presented the 2024 acquisition as part of its off-price strategy. In its March 7, 2024 announcement, Executive Chairman Marcus Lemonis said the acquisition was intended to support the company’s off-price market position, margins, and customer file. In 2024, Lemonis also said Zulily’s customer file included 18 million customers who could be reengaged. That figure describes a customer file he said could be reengaged; it does not establish how many customers were active, or how many have returned.
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The subsequent majority-stake sale changed who controls the brand: Lyons became the majority owner, while Beyond kept a minority interest. The available official information does not establish what customer-reengagement plans the new majority owner will pursue.
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