Bed Bath & Beyond relaunches as Bed Bath & Beyond Home
Bed Bath & Beyond is making a comeback—though not quite as you remember it. The once-bankrupt home goods chain, which shuttered after filing for bankruptcy in April 2023, has been revived under new ownership and a new banner: Bed Bath & Beyond Home.
The first location of this reimagined brand opened Friday in Nashville, Tennessee, with the potential for dozens more stores in the near future. Operated by The Brand House Collective—formerly known as Kirkland’s Inc.—the relaunch marks what CEO Amy Sullivan calls a “fresh start” for one of retail’s most recognizable names.
“We’re proud to reintroduce one of retail’s most iconic names with the launch of Bed Bath & Beyond Home, beautifully reimagined for how families gather at home today,” Sullivan said in a statement. “We’re delivering on our mission to offer great brands, for any budget, in every room.”
In a nod to the brand’s loyal following, the new Bed Bath & Beyond Home will honor the company’s famous 20% off coupons, no matter how old they are. Shoppers without one can pick up a fresh coupon at the door.
From Bankruptcy to Rebirth
Bed Bath & Beyond’s revival comes after a complex web of corporate deals. When the original chain collapsed, Overstock.com acquired its intellectual property, rebranded itself as Beyond Inc., and shifted the brand to an online-only model. Beyond Inc. later took an ownership stake in Kirkland’s Inc., granting it the exclusive license to develop new Bed Bath & Beyond Home stores—as well as Buy Buy Baby locations.
Kirkland’s has since transformed into The Brand House Collective, with plans to convert some of its roughly 300 existing home décor stores into the new Bed Bath & Beyond format. Nashville’s store is the first of six planned in the area, and the company expects to convert around 75 additional stores nationwide by 2026.
Nashville was chosen as the debut market because of its proximity to the company’s headquarters, allowing leadership to closely oversee the launch and “set the standard for future rollouts.”
A Tough Market Ahead
While the relaunch offers a dose of nostalgia, it comes at a challenging time for the home goods industry. The sector has faced headwinds from high interest rates, a sluggish housing market, and fierce competition from retail giants such as Amazon, Walmart, HomeGoods, and Wayfair.
Industry experts note that even leading players in home décor have seen slow sales trends in recent years. Many believe a rebound will depend on broader economic shifts, particularly lower interest rates and improved housing activity.
For now, Bed Bath & Beyond Home is betting that its brand recognition, refreshed store concept, and the lure of the beloved blue coupon can help it reclaim a spot in America’s homes—and shopping habits.
