E-commerce-focused retailer Beyond, the owner of Bed Bath & Beyond, Overstock and buybuy BABY, is set to adopt Bed Bath & Beyond as its new corporate name in a strategic shift to leverage established retail identity.
This rebranding strategy integrates the company's billion-dollar online platform BedBathandBeyond.com with strategically positioned stores that offer select product assortments in smaller and medium-sized formats.
The aim is to enhance customer experience by ensuring products are available when and where consumers need them, at appropriate price points.
This approach leverages advanced technology and leverages consumer data analytics to inform business decisions.
The company's stock will continue to be listed under the ticker symbol BYON until market close on 28 August 2025.
Bed Bath & Beyond will then commence trading under the new ticker symbol BBBY from the opening of markets on 29 August.
Beyond executive chairman and principal executive officer Marcus Lemonis stated: “Our name change is highlighting one of the most valuable pieces of intellectual property that investors and consumers know today and does not change our intense focus on growing revenue, achieving profitability in the near term, and monetising valuable blockchain assets.
“We remain laser-focused on growing the Bed Bath & Beyond brand, building Overstock.com back to a billion-dollar nameplate and unlocking value within our blockchain assets, particularly tZERO and GrainChain.”
Bed Bath & Beyond's revitalisation efforts have already begun with the first store conversion in Nashville, Tennessee, following the company’s deal with Kirkland’s (now The Brand House Collective) to reopen stores.
This location has seen a surge in customer traffic and sales while requiring minimal capital investment.
Over the next two years, the company plans to transform additional Kirkland’s locations into small to midsize format Bed Bath & Beyond and buybuy BABY stores, maintaining the former version of Bed Bath & Beyond's coupon scheme.
Lemonis added: "Accelerating growth and profitability for the Bed Bath & Beyond brand requires capital allocation discipline, increased use of data science, improvements in our asset light BedBathandBeyond.com platform, and the return of some of America’s most trusted consumer brands to its Omnichannel offering.”
