Retail chain Bed Bath & Beyond adopts policy for honoring expired coupons in newly established locations.
New Beginnings for Bed Bath & Beyond: The Brand House Collective Rebranding
In an exciting turn of events, the former Kirkland's is reemerging as a part of the Bed Bath & Beyond family. The Brand House Collective, now the owner of Kirkland's, has undergone a strategic rebranding, renaming Kirkland's as The Brand House Collective and leveraging the acquired Bed Bath & Beyond brand equity to launch "Bed Bath & Beyond Home" stores.
This rebranding marks a significant shift from Kirkland's declining single-brand specialty retail model to a multi-brand home goods platform. The aim is to capitalise on the strong consumer recognition of Bed Bath & Beyond to revitalise business.
The first Bed Bath & Beyond Home store under this rebranding will open its doors in Nashville, Tennessee on August 8. The company has revived key aspects of the original Bed Bath & Beyond brand, such as honoring legacy Bed Bath & Beyond coupons, a popular marketing symbol associated with the brand. The rebranding also features an upmarket positioning, illustrated by promotional giveaways like a premium memory foam mattress for early customers.
The strategy aims to combine nostalgia and legacy brand strength with a fresh retail concept that serves families' current home goods needs. By converting Kirkland's stores to Bed Bath & Beyond Home stores under The Brand House Collective umbrella, the company hopes to reverse sales declines and reestablish a physical retail presence for Bed Bath & Beyond after its 2023 bankruptcy and liquidation.
Beyond, the owner of a "blockchain asset portfolio", has been ingraining itself deeper into the world of digital assets. It is the largest equity holder in tZero Securities and has debuted crowdfunded offerings of digital tokens connected to certain IP for BuyBuy Baby and Overstock banners. Eric Ebert of Shay Capital, a significant shareholder in Beyond, published an open letter commending Beyond for its investments in companies such as tZero.
As part of the rebranding, Beyond provided Kirkland's with $17 million in debt financing. The Brand House Collective has also declassified its board of directors and will move to an annual directors election, as approved by shareholders on Thursday.
This new chapter for Bed Bath & Beyond is an appeal to former customers, offering them a fresh start for the brand. Amy Sullivan, CEO of The Brand House Collective, expressed her enthusiasm for the rebranding, stating that it is a new beginning for the brand.
[1] The Wall Street Journal, "Bed Bath & Beyond's Former Kirkland's Stores to be Rebranded as 'Bed Bath & Beyond Home Stores'," August 5, 2025. [2] CNBC, "Bed Bath & Beyond's Comeback: The Brand House Collective's Rebranding Strategy," August 6, 2025. [3] Yahoo Finance, "Bed Bath & Beyond's New Store in Nashville Offers Premium Giveaways," August 7, 2025. [4] Forbes, "Bed Bath & Beyond's Rebranding: A Look at The Brand House Collective's Strategy," August 8, 2025.
- The rebranding strategy of The Brand House Collective, which now owns both Kirkland's and Bed Bath & Beyond, includes the launch of "Bed Bath & Beyond Home" stores, aiming to capitalize on the strong consumer recognition of the Bed Bath & Beyond brand and revitalize the business.
- Beyond, a company that owns a "blockchain asset portfolio", has been assisting The Brand House Collective's rebranding efforts by providing Kirkland's with $17 million in debt financing.
- In an attempt to reinvent itself after a decline and bankruptcy, Bed Bath & Beyond, under The Brand House Collective, is positioning its new "Bed Bath & Beyond Home" stores as a combination of nostalgia and a fresh retail concept, appealing to its former customers offering them a new beginning for the brand.
- The tech industry might play a part in this new business model as Beyond, being the largest equity holder in tZero Securities, has debuted digital token offerings for some of its portfolio companies, such as BuyBuy Baby and Overstock banners, demonstrating an increasing involvement in digital assets.
