Bed Bath & Beyond, once a household-name company with over 1,000 stores, has filed for bankruptcy and shut down its operations, but the iconic brand is preparing to make a comeback. Under new ownership, the company has been rebranded as Bed Bath & Beyond Home and will launch its first new location in Nashville, Tennessee.
The return to physical stores marks a rare resurrection in an increasingly challenging American retail environment, where companies are facing consolidations, closures, and layoffs due to e-commerce’s shift in consumer behavior. The brand’s downfall was cited by some as an example of “go woke” being linked to its decision to stop selling products made by MyPillow, whose founder is a supporter of Donald Trump.
The new company is backed by The Brand House Collective, alongside Beyond Inc., which acquired the intellectual property rights to the Bed Bath & Beyond brand. CEO Amy Sullivan hailed the launch as “a reintroduction of one of retail’s most iconic names,” promising to deliver great brands at affordable prices in every room.
As part of the relaunch, customers will be honored with their old coupons, and the first 25 customers to make a purchase at the new location will receive a free premium mattress. The company plans to expand through “full-market conversions” and open four additional locations in Nashville this fall.
Source: https://www.newsweek.com/bed-bath-beyond-makes-comeback-2110943