Bed Bath & Beyond Brand Check-up: A $21.5 Million Name
Bed Bath & Beyond filed for bankruptcy in April 2023 and began closing its stores. Two months later, Overstock bought the name for $21.5 million. By October 2025, the buyer had renamed itself Bed Bath & Beyond, Inc., taken the BBBY ticker and, with a retail partner, opened the first new stores near Nashville. In this check-up we look at what the name still carries, and what it lost.
Key takeaways
- The original chain’s coupons and wide choice of national brands were its reasons to visit, and the Associated Press reported that the shift to store brands and fewer coupons from late 2019 proved disastrous.
- Overstock bought the name for $21.5 million in 2023 without any stores, then renamed itself twice, ending as Bed Bath & Beyond, Inc. on NYSE: BBBY.
- The name has not stopped the bleed: third-quarter 2025 revenue fell 17.4% and active customers fell to 4.15 million from 5.96 million a year earlier.
- The 2025 return to stores through Kirkland’s conversions is the real test of whether the brand can earn back shopping habits.
Download the full Bed Bath & Beyond Brand Check-up (PDF): vital signs, timeline, diagnosis, treatment and sources.
How the original chain lost its shoppers
For years, Bed Bath & Beyond meant a wide choice of sheets, towels and kitchen gadgets, plus a coupon in hand. Its 15 to 20 percent coupons were “ubiquitous,” as the Associated Press put it. In our view, that coupon was one of its most distinctive brand assets.
Much of the decline started inside the store. Poor product assortments and a slow online push made it hard to compete with Target, Walmart and Wayfair. Mark Tritton, a former Target executive who joined in late 2019, cut coupons and pushed store brands over national brands, which the Associated Press said proved disastrous. He was ousted in June 2022. Taking away a discount that customers have built habits around is a pricing strategy decision with brand consequences, and this one removed two reasons to visit at once.
From meme stock to cancelled shares
In August 2022 the shares rose from $5.77 to $23.08 in a little over two weeks. Chewy co-founder Ryan Cohen had bought a stake of nearly 10 percent that March, and he later sold all of his shares. That August the company said it would close about 150 stores and cut 20 percent of its workforce. On April 23, 2023, it filed for Chapter 11 with 360 Bed Bath & Beyond stores and 120 buybuy BABY stores and began an orderly wind-down. In late September 2023 the old shares were cancelled. They last closed at just under 7.9 cents, against a record close of $80.48 in January 2014, adjusted for four 2-for-1 stock splits.
What $21.5 million bought
In June 2023, Overstock paid $21.5 million for the brand’s intellectual property and digital assets. It took no stores. Its own sales were shrinking: first-quarter 2023 revenue was $381 million, down 29 percent. Chief executive Jonathan Johnson said, “Bed Bath & Beyond is an iconic consumer brand, well-known in the home retail marketplace.” In November 2023 Overstock renamed itself Beyond, Inc. and moved to the NYSE as BYON, saying the new name would raise awareness of the Bed Bath & Beyond brand.
The numbers behind the name
Recognition has not yet turned into growth. Beyond’s 2024 revenue fell 10.6 percent to $1.39 billion, with a net loss of $258.8 million, while sales and marketing spending rose to $238.6 million. In the third quarter of 2025, revenue fell 17.4 percent to $257 million, or 13.2 percent excluding the exit from Canada. Active customers dropped to 4.15 million from 5.96 million a year earlier. Average order value rose to $205 from $199, and the net loss narrowed to $4.5 million from $61.0 million. Fewer customers are spending a little more per order while costs come down. The open question is customer retention.
The shares were up about 74 percent for the year before the third-quarter report. Revenue came in below analysts’ estimates, and the shares closed 0.2 percent lower in after-hours trading on October 27. Today’s BBBY ticker belongs to the former Overstock. The original company’s shares no longer exist.
Back into stores
In August 2025, the first Bed Bath & Beyond Home store opened in Brentwood, Tennessee, near Nashville, with The Brand House Collective, formerly Kirkland’s. The company then renamed itself Bed Bath & Beyond, Inc., began trading as NYSE: BBBY on August 29 and said it would keep accepting the old coupon online and in stores. In September it bought the Kirkland’s Home brand for $10 million, and Brand House said it would convert 250 to 275 of its more than 300 Kirkland’s stores over two years. Brand House’s own quarterly net sales fell to $75.8 million from $86.3 million.
What growing companies can learn
Customers buy a promise they can collect on. The old chain broke its promise of coupons and national brands well before it ran out of cash. A name can be bought for $21.5 million, but the shopping habits behind it have to be earned again, one order at a time. Before you rename a company around an acquired brand, read our guide on when to rebrand, and check that customers still want what the name stood for.
This check-up uses public information available on October 28, 2025. It is brand and marketing analysis, not investment advice.
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