Bed Bath & Beyond Relaunches in US After Overstock.com Acquisition

Bed Bath & Beyond is making a comeback in the U.S.

Following its acquisition by Overstock.com in June for $21.5 million and its website launch in Canada, the company has announced the official launch of BedBathandBeyond.com in the U.S.

“This is a historic day for Bed Bath & Beyond and Overstock — and for the broader eCommerce industry,” said Jonathan Johnson, CEO of the new Bed Bath & Beyond, in a press release. “Overstock has a great business model with a name that does not reflect its focus on home.

“Bed Bath & Beyond is a much-loved and well-known consumer brand, which had an outdated business model that needed modernizing. Through this rebranding, we’re breathing new life into Bed Bath & Beyond, positioning it as an asset-light, eCommerce retailer with an expanded home furnishings and furniture assortment. Think of it as Bed Bath & a much bigger, better Beyond.”

Starting Tuesday (Aug. 1), customers can discover what they need at “Smart Value” prices through Bed Bath & Beyond’s collection of kitchen, bed, and bath-related products.

The brand is set to broaden its offerings with an assortment of furniture and home product categories, including area rugs, lighting, décor, and home improvement items, among others. This was strategically driven as Overstock chose to lean into its expertise in  home furnishings.

Johnson noted in an interview with PYMNTS this week the company believes that BB&B has the potential to stand out by offering a wider range of stylish options, and a pricing strategy that encompasses good, better, and best options to suit the preferences and budgets of customers.

Read more: What’s in a Name? Overstock CEO’s $21.5M Bet on the Power of an Iconic Brand to Grow Sales

The approach has received praise and positive feedback from customers and suppliers. During the company’s earnings call, Johnson mentioned the inclusion of 600,000 new SKUs from  suppliers who are enthusiastic about reconnecting with the new Bed Bath & Beyond shopper.

The updated Bed Bath & Beyond mobile app offers a 25% off welcome coupon to all users who download and make purchases through the app. Former members of the Bed Bath & Beyond loyalty program will find that they can reinstate up to $50 in unused loyalty rewards points, access exclusive coupons, and enjoy a complimentary one-year membership to the new Welcome Rewards program.

Active participants of Club O, the former loyalty program of Overstock, can get a 20% off coupon and transfer of their membership.