Retail giant Bed Bath & Beyond reopens with a flagship store in Nashville, aiming for dozens offurther openings
After a tumultuous period, Bed Bath & Beyond Home, the iconic home goods chain, has been resurrected and rebranded by The Brand House Collective, formerly Kirkland’s Inc. The company's first new store, now named Bed Bath & Beyond Home, opened in Nashville, Tennessee, with potentially dozens more to follow.
The relaunch of Bed Bath & Beyond Home comes at a difficult time for the home decor market, with competition from e-commerce giants like Amazon, Walmart, Home Goods, and Wayfair, coupled with high interest rates and a sluggish housing market. However, the company is betting on a combination of brand legacy, reimagined physical retail, and strategic store conversions to stand out in the crowded market.
In a move to win over legacy customers, Bed Bath & Beyond Home will accept expired 20%-off coupons, a practice that was popular with the brand's customer base. The company also plans to incorporate modern retail elements such as augmented reality and mobile checkout, emphasizing the importance of physical retail as hubs for community engagement.
Overstock.com, which later became Beyond Inc., bought the intellectual property of the original Bed Bath & Beyond in 2025 for $5 million. Beyond Inc. then merged with Kirkland’s Home and rebranded as The Brand House Collective, launching Bed Bath & Beyond Home as a refreshed, "home-centric" retailer with smaller, curated stores.
The Brand House Collective intends to convert six stores to the Bed Bath & Beyond brand initially, potentially expanding to 75 more locations through 2026 by leveraging existing Kirkland’s Home store infrastructure. The company chose Nashville for the launch due to its proximity to its corporate headquarters, allowing for closer management and setting standards for future rollouts.
Beyond Inc. also launched an online-only version of Bed Bath & Beyond, but the focus for now appears to be on physical stores. The CEO of The Brand House Collective, the store's operator, stated that this is a fresh start for the beloved brand. The current leaders in the home decor space have seen soft trends, and it's unlikely that will change until interest rates fall and the housing market picks up.
The original Bed Bath and Beyond filed for bankruptcy in April 2023 due to a series of corporate missteps. Despite the challenges, Bed Bath & Beyond Home's resurrection offers a glimmer of hope for the iconic brand and its loyal customer base.
[1] The Wall Street Journal
[2] CNBC
[3] Retail Dive
[4] Furniture Today
[5] Home Furnishings News
- The relaunched Bed Bath & Beyond Home aims to capitalize on its legacy, revitalize physical retail, and differentiate itself in the competitive finance sector of the retail industry, attracting attention from industry publications such as The Wall Street Journal.
- High interest rates and a sluggish housing market are parameters that could impact the revenue of Bed Bath & Beyond Home, concerns that financial analysts might discuss on platforms like CNBC.
- In the midst of the transformation, Bed Bath & Beyond Home has introduced modern retail elements like augmented reality and mobile checkout, drawing interest from tech-focused outlets like Retail Dive.
- Overstock.com's acquisition of Bed Bath & Beyond's intellectual property in 2025, followed by mergers and rebranding, has instigated a comeback for the home goods brand, a story covered by Home Furnishings News.
- The Brand House Collective's shift towards physical stores instead of their online-only version for Bed Bath & Beyond signifies a strategic move towards a 'home-centric' retail approach, an aspect that lifestyle and home-and-garden publications like Home Furnishings News and Furniture Today will closely monitor.
