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

Bed Bath & Beyond is now primarily known as Overstock.com, which acquired its intellectual property and relaunched the BedBathandBeyond.com website in August 2023. This means the iconic big-box retailer has transitioned to an online-only presence under new ownership, effectively merging with Overstock's existing operations.

Key takeaways:

• Bed Bath & Beyond filed for Chapter 11 bankruptcy in April 2023.
• Overstock.com acquired Bed Bath & Beyond's intellectual property for $21.5 million in June 2023.
• The BedBathandBeyond.com website relaunched in August 2023, powered by Overstock.com.
• All physical Bed Bath & Beyond and Buybuy Baby stores closed by July 2023.

What exactly happened to Bed Bath & Beyond?

Bed Bath & Beyond filed for Chapter 11 bankruptcy protection on April 23, 2023. This move came after years of declining sales and an inability to adapt to the changing retail landscape. The company announced plans to close all 360 Bed Bath & Beyond stores and 120 Buybuy Baby stores.

The brand's intellectual property, which includes its name, domain names, and customer lists, was then put up for auction. Overstock.com emerged as the winning bidder, securing these assets for $21.5 million in June 2023. This acquisition allowed Overstock to effectively absorb the Bed Bath & Beyond brand.

When did the name change happen?

The official transition began in June 2023 with Overstock.com's acquisition of the intellectual property. By August 2023, Overstock.com had fully rebranded its main website in the U.S. to BedBathandBeyond.com. Similarly, in Canada, Overstock's Canadian site became BedBathandBeyond.ca. This means that while Overstock.com still exists as the operating company, consumers are now directed to the Bed Bath & Beyond domain for their online shopping.

Where can I shop for Bed Bath & Beyond products now?

You can now shop for home goods at BedBathandBeyond.com. This website is powered by Overstock.com, meaning you'll find a similar product selection and shopping experience to what Overstock previously offered, now under the familiar Bed Bath & Beyond name. The product categories still focus on home, kitchen, bath, and decor items, albeit with a different inventory mix than the original stores.

Is the new Bed Bath & Beyond just Overstock?

For all practical purposes, yes, the new BedBathandBeyond.com is Overstock.com operating under a different brand name. Overstock's CEO, Jonathan Johnson, stated that they decided to "retire the Overstock brand in the U.S." and consolidate operations under the more widely recognized Bed Bath & Beyond name. This strategic move aims to leverage the significant brand recognition that Bed Bath & Beyond still holds, despite its previous financial troubles. The platform uses Overstock's existing technology, supply chain, and customer service infrastructure.

What happened to physical Bed Bath & Beyond stores?

All physical Bed Bath & Beyond stores, along with its sister brand Buybuy Baby, closed their doors permanently by July 2023. The company conducted going-out-of-business sales for several months leading up to the closures. This marks a complete shift from a brick-and-mortar retail model to an exclusively online presence.

What about Bed Bath & Beyond gift cards and coupons?

Unfortunately, Bed Bath & Beyond gift cards became invalid after May 8, 2023, following the bankruptcy filing. The new BedBathandBeyond.com, operated by Overstock, does not accept old Bed Bath & Beyond gift cards or coupons. This is a common consequence of bankruptcy, as the new entity is not obligated to honor liabilities of the previous company.

Who is the new Bed Bath & Beyond for?

The new BedBathandBeyond.com is for consumers looking for a wide variety of home goods, furniture, and decor online, similar to what Overstock traditionally offered. It targets shoppers who appreciate competitive pricing and a broad selection across categories like bedding, bath, kitchenware, and small appliances. If you were a fan of Overstock's online deals, you'll likely find the new site familiar. If you miss the in-store experience of the original Bed Bath & Beyond, this online-only model won't fill that void.

What are some alternatives to the new Bed Bath & Beyond?

If you're looking for home goods, there are many strong competitors. Here's a brief look at some popular options:

The biggest drawback of the new Bed Bath & Beyond is the loss of the physical store experience. Many customers enjoyed browsing the aisles, using those famous 20% off coupons, and seeing items in person. While the new online store offers convenience, it can't replicate that hands-on shopping.