Bed Bath & Beyond Introduces ‘Home, Happier’ Brand Campaign Amid Private-Label Push

The country’s largest chain of home furnishing stores said Monday (April 12) that it was doubling down on its recent investment to boost its lucrative private label brands via a major new promotional campaign.

In an announcement, Bed Bath & Beyond said it was launching a “Home, Happier” campaign aimed at driving consumer demand to purchase the store-brand version of sheets, towels, bedding and more.

“Home, Happier” will be expressed via the omnichannel customer experience and a new marketing campaign that “inspires customers to celebrate the important role that home plays in their lives,” according to the announcement.

Bed Bath & Beyond’s “Home, Happier” brand campaign is geared toward the firm’s “belief that a home is a feeling that is created by every moment, in every room,” according to the announcement.

The integrated campaign will be anchored by a television commercial airing throughout the country beginning April 14 and showcases a collection of creative assets buttressed by an omnichannel paid media plan, with the inclusion of streaming online video, national broadcast and cable TV, print, paid social, email, in-store and display.

The debut of the “Home, Happier” effort is an essential part of the firm’s three-year transformation roadmap that also encompasses the in-store shopper experience and the customer journey as well, according to the announcement.

The news comes two days before Bed Bath & Beyond is scheduled to report its earnings and after the company said in March that it was rolling out the first of eight new private label brands.

Bed Bath & Beyond’s move to produce its Nestwell products line follows similar moves from Target and Kohl’s.

Nestwell offers a collection of blankets, sheets, mattress toppers, pillows, bath accessories, duvets and bath towels. Prices for the collection range from $6 for washcloths to in the range of $30 to $120 for sheets.

Joe Hartsig, executive vice president and chief merchandising officer at Bed Bath & Beyond, said in a previous release that the brand will provide “bedding and bath products that bring that cozy feeling to our customers’ routines and make beds easy to make and hard to leave.”