After its bankruptcy in 2023, Bed Bath & Beyond is reemerging with a fresh new vision. The iconic retail chain, which had closed hundreds of stores and transitioned to an online-only presence following its financial collapse, is coming back with physical locations and a rebranded name. The newly named parent company, formerly Kirkland’s Inc., is now The Brand House Collective, and it is set to make waves with the launch of its first Bed Bath & Beyond Home store in Brentwood, Tennessee on August 8.
What Happened
In 2023, Bed Bath & Beyond filed for bankruptcy, which led to the closure of its physical stores and a shift to an online-only business model. As part of the company’s restructuring efforts, Overstock.com acquired the brand’s intellectual property and rebranded its online presence to Bed Bath & Beyond. This move followed years of declining sales and unsuccessful attempts to revive the once-thriving retailer. However, after a significant restructuring, The Brand House Collective, the new parent company, is bringing Bed Bath & Beyond back to life with an entirely new approach.
Who Is Behind the New Bed Bath & Beyond?
The new Bed Bath & Beyond is being spearheaded by The Brand House Collective, which recently underwent a name change from Kirkland’s Inc. during a shareholder meeting. Amy Sullivan, CEO of The Brand House Collective, shared in a statement, “We’re proud to reintroduce one of retail’s most iconic names with the launch of Bed Bath & Beyond Home, beautifully reimagined for how families gather at home today.”
Sullivan emphasized that the launch of Bed Bath & Beyond Home represents a fresh start for the company and a step forward in its transformation. The revamped version of Bed Bath & Beyond will offer a variety of products for every room, at various price points, with an emphasis on high-quality brands that cater to a broad customer base.
Background or Timeline
The reintroduction of Bed Bath & Beyond is part of a broader strategy to repurpose existing Kirkland’s Home stores, accelerating the launch of the new brand across multiple locations. The first Bed Bath & Beyond Home store will open in Brentwood, Tennessee, on August 8, 2023. The company has announced plans to open several more stores, including five additional locations in the Nashville area, as it transitions around 75 Kirkland’s Home stores into Bed Bath & Beyond Home by 2026.
The company is also reintroducing one of Bed Bath & Beyond’s most beloved features — its iconic coupons. Despite the changes, the legacy coupons that many customers loved will return at the new stores, offering discounts and adding a touch of nostalgia for long-time fans of the brand.
Public or Social Media Reaction
Excitement surrounding the return of Bed Bath & Beyond has been growing on social media and among long-time customers. Many are eager to see the return of their favorite store and the familiar coupons they once relied on for discounts. Some customers have shared their anticipation for the reopening of the stores, hoping that the revamped version of Bed Bath & Beyond will reignite the brand’s popularity and provide a renewed shopping experience.
Official Statement or What Happens Next
The Brand House Collective has not revealed the full list of Bed Bath & Beyond Home store locations yet, but job listings for the new store suggest that Cool Springs Pointe in Brentwood, a suburb of Nashville, is the planned location. As the new stores open, The Brand House Collective will continue to push forward with its plans to reimagine the iconic brand, focusing on delivering great products at affordable prices for every room in the home.
In the coming years, more locations are expected to open, marking a significant expansion for the rebranded Bed Bath & Beyond Home. For those waiting to rediscover their favorite home goods retailer, the return of the brand signals a hopeful new chapter in retail.
This story may be updated with more information as it becomes available.
