Bed Bath & Beyond, the once-ubiquitous home goods retailer that filed for bankruptcy earlier this year, is staging a comeback, albeit a slightly altered one. The company has emerged from bankruptcy protection under the name Overstock, a moniker reflecting its strategy to focus on its vast remaining inventory. While the familiar blue-and-white logo is gone, a key element of the old Bed Bath & Beyond experience is being retained: a promise to honor legacy coupons. This commitment to honoring pre-bankruptcy coupons, a significant source of customer loyalty and goodwill, is a bold move. Many customers held onto these coupons, hoping for a chance to redeem them. Overstock's decision to honor them, despite the company's restructuring, is a strategic attempt to win back customer trust and drive sales. It represents a significant financial outlay, but it's also a calculated gamble aimed at rebuilding brand recognition and attracting shoppers who may have been hesitant to engage with the rebranded entity. The exact mechanics of coupon redemption under the new ownership are still being worked out. Customers are being encouraged to check the Overstock website for details and specific instructions on how to utilize their old Bed Bath & Beyond coupons. The success of this strategy will depend on several factors, including the clarity of the redemption process, the accessibility of the inventory, and the overall shopping experience provided by the revamped Overstock platform. Ultimately, whether this nostalgic appeal and coupon promise will be enough to resurrect the company's fortunes remains to be seen. However, the move signals a willingness to prioritize customer relationships in an attempt to build a future beyond its troubled past.
Bed Bath & Beyond is making a comeback under a slightly different name, more than two years after filing for bankruptcy.
The first Bed Bath & Beyond Home store will open in Nashville on Friday, a new version of the former big box retail store known for selling home furnishings, appliances and more, at mid-range prices. Overseeing the opening is The Brand House Collective, formerly known as Kirkland's, which manages a portfolio of retail stores including Beyond Inc.'s Bed Bath & Beyond Home, Bed Bath & Beyond, Buy Buy Baby and Overstock.
"We will be testing and learning the right inventory mix by category and by brand, but the look and feel of the stores will be a transition from the original Bed Bath and Beyond stores with a tighter focus on Seasonal Home Decor, Bedroom furnishings, and Bath and Laundry products," Starr Hudgens, chief of staff at the Brand House Collective, told CBS MoneyWatch.
The Brand House Collective the opening of the Nashville store late last month.
"We're proud to reintroduce one of retail's most iconic names with the launch of Bed Bath & Beyond Home, beautifully reimagined for how families gather at home today," Amy Sullivan, CEO of The Brand House Collective, said at the time.
To lure former customers back in the door, Brand House said it would honor legacy Bed Bath & Beyond coupons — the big white and blue paper slips that have long been associated with the company.
"The coupon we all know and love is back and for those who need one, a fresh version will be waiting at the door," the company said in the announcement.
Asked whether Brand House plans to open more stores under the Bed Bath & Beyond Home moniker, Hudgens said, "We are opening four additional Bed Bath and Beyond Home stores in the Nashville market and will be in an aggressive learn and react posture to determine appropriate merchandising, brand, and strategy shifts to make as we plan our opening strategy for 2026."
The opening of the Nashville location marks a new chapter for the discount retailer which struggled to stay afloat amid depressed sales and the takeoff of online shopping. The company finally got into the e-commerce game after naming Mark Tritton, a former top Target executive, as CEO in 2019. But by then the company was too far behind top competitors,
The company had over 300 brick-and-mortar locations before closing all of them after it . Months later, it it would return as an online home furnishings brand under its new owner Overstock.com. In 2024, Overstock.com made a bid to at over 100 of its Container Store locations in an effort to revive the struggling retail chain with the help of the Bed Bath & Beyond name.
With the opening of the Bed Bath & Beyond Home store in Tennessee, Brand House Collective is taking a major step is resurrecting its troubled retail brands, according to John Bringardner, executive editor at Debtwire, an analytics platform that tracks companies in debt.
"The company has undertaken a massive turnaround effort, closing underperforming store locations, reducing excess inventory and creating a fresh new look and marketing plan," Bringardner told CBS MoneyWatch. "But its underlying financials remain deeply troubled and the success of the relaunch will be an uphill battle."
Bed Bath & Beyond opened as a privately held business in 1971 and went public in 1992. It once had thousands of stores globally, according to data from .
