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Bed Bath & Beyond Returns as “Home” Brand—Small Stores, Big Nostalgia

Jordan Wells
August 8, 2025
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Revival Unfolds


Bed Bath & Beyond is back in the retail spotlight—reimagined as Bed Bath & Beyond Home, a fresh iteration emerging under new ownership and slimmer store designs.

What’s New:

  • New Name & First Store: The inaugural Bed Bath & Beyond Home location opened August 8, 2025, in Nashville.
  • Brand Nostalgia: Legacy coupons are accepted again—and for those without one, fresh coupons await at the door.
  • Strategic Transition: Stores will be smaller and more localized, blending Kirkland’s merchandising know-how with Beyond Inc.'s brand legacy.
  • Multi-Brand Synergy: This relaunch dovetails with Beyond Inc.'s holdings—including Overstock and Buy Buy Baby—reinforcing an omni-channel presence.

Bullet Highlights

  • Smaller, neighborhood-style stores emphasize efficiency and a curated shopping experience.
  • Customers can redeem old Bed Bath & Beyond coupons or grab new ones upon entry.
  • The rebrand is orchestrated by The Brand House Collective (formerly Kirkland’s), aiming to unify legacy charm with modern retail sensibilities.
  • Expansion plans include multiple Nashville locations, with aggressive merchandising and customer engagement strategies in the pipeline.

This revival blends fond brand memories with contemporary retail strategy—smaller store footprints, flexible formats, and smart partnerships aiming to reignite consumer loyalty in a shifting market.