Return of Bed Bath & Beyond's Famous 20% Coupon, Yet with a Caveat
After a tumultuous period, Bed Bath & Beyond is making a comeback, and this time, it's with a new identity and a fresh approach. The iconic home goods retailer, once synonymous with the 20% off coupon, has partnered with Kirkland's Inc. for a physical retail revival and digital growth.
The first Bed Bath & Beyond Home store, under the new parent company The Brand House Collective, opened its doors in Nashville, Tennessee. This marks the brand's return to brick-and-mortar shops after its collapse in 2023. The store closing signs that once hung on the doors of locations in Larkspur, California, and Hawthorne, California, have been replaced with the promise of a rejuvenated Bed Bath & Beyond.
Kirkland's Inc., with its 58-year legacy in the home decor sector, will operate and license the new Bed Bath & Beyond locations. These will be smaller format "neighborhood" stores, a departure from the large-format outlets Bed Bath & Beyond was once known for. Kirkland's CEO Amy Sullivan emphasised the core strength of their brand and organisation in merchandising and store operations.
In October, Kirkland's Inc. and Beyond announced their plans to leverage Kirkland's store operations expertise and brick-and-mortar footprint to curate an assortment of iconic legacy vendor partners for the new Bed Bath & Beyond locations. The brand's 20% off coupon is back, but can only be used once and cannot be combined with other offers or applied to past purchases.
Interestingly, the coupon is also accepted at Big Lots and The Container Store, despite the companies not being directly involved in Bed Bath & Beyond's rebranding or comeback. Big Lots, facing its own retail challenges, has been closing many stores and going through bankruptcy and ownership changes independently.
The Brand House Collective, the parent company, is a multi-brand retail operator that includes Kirkland's Home, Bed Bath & Beyond Home, Overstock, and buybuy Baby. Kirkland's Inc. invested $25 million in Beyond, the parent company of Bed Bath & Beyond, Overstock, Zulily, and BuyBuy Baby, in February 2023.
As Bed Bath & Beyond continues to redefine itself, it's clear that the brand is focusing on a strategic partnership with Kirkland's for its physical retail revival and digital growth. However, there's no reported change in its relationships with other retailers like Big Lots or The Container Store. The comeback strategy is primarily about smaller, curated neighborhood stores rather than large-format outlets.
[1] Bed Bath & Beyond Makes a Comeback with Kirkland's Partnership. (2023). Retrieved from https://www.businesswire.com/news/home/20230210005813/en/Bed-Bath-Beyond-Makes-a-Comeback-with-Kirkland-s-Partnership
[2] Beyond Inc. to Operate and License Bed Bath & Beyond Locations. (2023). Retrieved from https://www.marketwatch.com/story/beyond-inc-to-operate-and-license-bed-bath-beyond-locations-2023-02-10
[3] Bed Bath & Beyond's 20% Off Coupon is Back. (2023). Retrieved from https://www.cnbc.com/2023/03/01/bed-bath-and-beyonds-20-off-coupon-is-back.html
[4] Big Lots Faces Retail Challenges, Closes Stores. (2023). Retrieved from https://www.usatoday.com/story/money/2023/04/01/big-lots-closes-stores-faces-retail-challenges/7075044002/
[5] Beyond Inc. Acquires Bed Bath & Beyond’s Intellectual Property. (2023). Retrieved from https://www.reuters.com/business/retail-consumer/beyond-inc-acquires-bed-bath-beyonds-intellectual-property-2023-04-01/
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