Retailer Bed Bath & Beyond to Honor Previous Coupons at New Locations
The Brand House Collective Revitalizes Bed Bath & Beyond with a Nashville Store Opening
The Brand House Collective, the new name for Kirkland's following a June rebrand, is set to open a new Bed Bath & Beyond Home store in Nashville, Tennessee on August 8. This move is part of a broader retail strategy that includes revitalizing the Bed Bath & Beyond brand.
The strategic partnership between The Brand House Collective and Beyond Inc., the former parent company of Bed Bath & Beyond, allows The Brand House Collective to operate and revive the Bed Bath & Beyond brand physically. The new store in Nashville serves as a test market for this initiative.
The Brand House Collective is tasked with converting Kirkland's Home stores to Bed Bath & Beyond Home stores. Beyond Inc. has acquired Kirkland's intellectual property for $5 million, with plans to license it back. This partnership indicates a strategic shift in corporate identity and operations.
Beyond Inc. focuses on leveraging digital assets, such as brand intellectual property and websites, while The Brand House Collective manages physical store operations and rebranding efforts. In fact, Beyond Inc. has already revived Bed Bath & Beyond’s website after bankruptcy, and the company's digital assets will continue to be managed by Overstock, a Kirkland's subsidiary prior to the rebranding.
The store launch is an appeal to former customers, with the first 25 customers who make a purchase at the new store receiving a 10-inch memory foam queen-size mattress called The Beyond Bed. New coupons will also be provided to customers at the new location.
Amy Sullivan, CEO of The Brand House Collective, stated that the new store is a fresh start for the brand. Marcus Lemonis, Beyond's Executive Chairman, urged tZero to file a shelf registration or consider leveraging Beyond as a public platform. However, tZero did not respond to Retail Dive requests for comment on this matter.
Eric Ebert of Shay Capital, a significant shareholder in Beyond, published an open letter commending the company for its investments in companies like tZero. This move is a testament to Beyond's commitment to innovation and growth in the retail sector.
Beyond has been growing its complex financial relationship with Kirkland's since an October strategic partnership. Around 290 Kirkland's locations will serve as the "foundational footprint" for Kirkland's Home, Bed Bath & Beyond Home, and Overstock.
The reopening of Bed Bath & Beyond's brick-and-mortar presence next month marks a significant step in the company's journey towards revitalization. The Nashville store opening is just the beginning, as The Brand House Collective continues to work towards expanding the Bed Bath & Beyond brand and offering customers a fresh shopping experience.
[1] The Brand House Collective Rebrands as Part of Operational Reset [2] Beyond Inc. Acquires Kirkland's IP for $5 Million [3] Beyond and Kirkland's Grow Financial Relationship with Strategic Partnership [4] Beyond Urges tZero to File Shelf Registration or Leverage Beyond as Public Platform [5] Old Bed Bath & Beyond Coupons to be Honored at New Location [6] The Brand House Collective Declassifies Board of Directors and Moves to Annual Directors Election [7] First 25 Customers at New Store Receive The Beyond Bed [8] Eric Ebert Commends Beyond for Investments in Companies like tZero [9] Beyond and Kirkland's Expand Financial Relationship with 290 Stores as Foundational Footprint [10] Beyond Debuts Crowdfunded Offerings of Digital Tokens Connected to Certain IP for BuyBuy Baby and Overstock via tZero Brokerage Platform
- The strategic partnership between The Brand House Collective and Beyond Inc. extends to the revitalization of the Bed Bath & Beyond brand, focusing on both digital assets and physical store operations in the home-and-garden industry.
- Instead of focusing solely on the traditional retail business, Beyond Inc. is looking to leverage AI in the finance sector, potentially utilizing blockchain technology for crowdfunded offerings of digital tokens.
- The AI-driven reimagining of the retail landscape could leverage artificial intelligence to analyze consumer behavior, leading to personalized shopping experiences in the lifestyle and home-and-garden industries.
- In the midst of this corporate transformation in the retail industry, the war for market share and customer loyalty remains fierce, with companies continually innovating and adapting to stay competitive in the fast-paced business landscape.
