Bed Bath & Beyond New Name: What Happened to the Brand?

The new name for Bed Bath & Beyond is Overstock.com. Following its bankruptcy, Overstock.com acquired the intellectual property and digital assets of Bed Bath & Beyond in June 2023, and subsequently rebranded its US and Canadian websites under the Bed Bath & Beyond name.

Key takeaways:

• Overstock.com acquired the Bed Bath & Beyond brand in June 2023 for $21.5 million.
• The Overstock.com website in the US and Canada officially rebranded to Bed Bath & Beyond in August 2023.
• All physical Bed Bath & Beyond stores have closed, with the new brand operating exclusively online.
• Old Bed Bath & Beyond gift cards and coupons are no longer accepted by the new Bed Bath & Beyond website.

What exactly happened to Bed Bath & Beyond?

Bed Bath & Beyond filed for Chapter 11 bankruptcy protection in April 2023. This marked the end for the iconic retail chain, which had struggled for several years with declining sales and increasing debt. The company announced the closure of all its remaining 360 Bed Bath & Beyond stores and 120 Buybuy Baby stores.

Who bought the Bed Bath & Beyond brand?

Overstock.com, an online furniture and home goods retailer, acquired the Bed Bath & Beyond brand name, intellectual property, and digital assets. The deal, finalized in June 2023, cost Overstock.com approximately $21.5 million. This acquisition gave Overstock.com the rights to use the Bed Bath & Beyond name and its associated trademarks.

When did the name change officially happen?

The official rebranding of Overstock.com's US and Canadian websites to Bed Bath & Beyond took place in August 2023. When you visit the old Bed Bath & Beyond website address, it now redirects you to the new Bed Bath & Beyond site, which is essentially the former Overstock.com platform operating under the new name.

What does this mean for shoppers?

For shoppers, this means you can no longer visit a physical Bed Bath & Beyond store. The shopping experience is now entirely online, through the website that was once Overstock.com. The product selection focuses on home goods, furniture, bedding, and bath items, similar to what Overstock.com always offered, but now under the familiar Bed Bath & Beyond branding.

One honest drawback is that the product assortment might feel different from the original Bed Bath & Beyond stores. While the new site aims to offer a broad range of home essentials, it's not the exact same inventory or vendor relationships that the old chain had.

Are old Bed Bath & Beyond gift cards and coupons still valid?

No, old Bed Bath & Beyond gift cards and coupons are unfortunately no longer valid. Since the new Bed Bath & Beyond is operated by a different company (Overstock.com) that only acquired the brand name and digital assets, it does not honor gift cards or coupons issued by the bankrupt entity. This was a common outcome of the bankruptcy process.

What about Buybuy Baby?

Buybuy Baby, a subsidiary of the original Bed Bath & Beyond, was also part of the bankruptcy proceedings. While Bed Bath & Beyond's brand was acquired by Overstock.com, Buybuy Baby's assets were sold off separately. A different company, Dream on Me Industries, acquired the Buybuy Baby brand name and intellectual property for $15.5 million in July 2023. As of early 2024, Dream on Me Industries announced plans to reopen some Buybuy Baby stores.

Who is the new Bed Bath & Beyond for?

The new Bed Bath & Beyond, run by Overstock.com, is for online shoppers looking for home goods, furniture, bedding, and bath products. It targets customers who appreciated the convenience and selection of the old Bed Bath & Beyond but are comfortable with an exclusively online shopping experience. If you're furnishing a new home, upgrading your bedroom, or just looking for kitchen gadgets, this online store aims to be a one-stop shop.

How does the new Bed Bath & Beyond compare to the old one?

The biggest difference is the shift from a brick-and-mortar presence to an online-only model. The original Bed Bath & Beyond was known for its physical stores, wide aisles, and those ubiquitous 20% off coupons. The new version is a purely e-commerce platform.

The new site leverages Overstock.com's existing logistics and customer service infrastructure. This means a focus on competitive pricing and home delivery, rather than in-store browsing and pickup.

What are the alternatives if I miss the old Bed Bath & Beyond?

If you're looking for similar home goods retailers, there are several options. These stores offer a mix of bedding, bath, kitchen, and home decor items.

• Wayfair: A major online-only retailer specializing in furniture and home goods, offering a vast selection.
• Target: Offers a wide range of home essentials, bedding, bath, and kitchen items, with both online and physical store options.
• Kohl's: Known for apparel but also has a significant home goods section, often with coupons and loyalty programs.
• Macy's: A department store with a strong home section, including bedding, bath, kitchenware, and furniture.
• Amazon: Provides an enormous selection of virtually every home product imaginable, often with fast shipping.

Each of these offers a slightly different shopping experience, from the pure online convenience of Wayfair to the mixed in-store and online options of Target and Kohl's.