BED Bath & Beyond is making a dramatic retail comeback — and it’s pulling an old trick out of its playbook to win back customers.
The home goods giant, which filed for bankruptcy in April 2023 after years of slumping sales and failed turnaround attempts, will reopen its doors in Nashville, Tennessee, on August 8 under new ownership.
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In a move sure to delight longtime shoppers, the new Bed Bath & Beyond Home store will accept the brand’s iconic old blue coupons — a symbol of the retailer’s heyday — and hand out new ones to customers.
The first 25 shoppers through the door who make a purchase will also snag a 10-inch memory foam queen-size mattress called The Beyond Bed.
Amy Sullivan, CEO of The Brand House Collective, said in a statement: “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
“This isn’t just a store, it’s a fresh start for a brand that means something special to so many families.”
More on Bed Bath & Beyond
The relaunch is being spearheaded by The Brand House Collective, the company formerly known as Kirkland’s, which rebranded in June as part of a major operational reset.
It aims to convert hundreds of Kirkland’s Home stores into Bed Bath & Beyond Home locations, with around 290 sites slated to serve as the backbone for Kirkland’s Home, Bed Bath & Beyond Home, and Overstock.
The overhaul comes after Beyond Inc. — the owner of Bed Bath & Beyond, Overstock, and BuyBuy Baby — swooped in with a $17 million debt financing deal for Kirkland’s last October, later acquiring its intellectual property for $5 million in May.
Meanwhile, Beyond has been digging deeper into digital assets.
The company has launched crowdfunded offerings of digital tokens tied to BuyBuy Baby and Overstock through tZero, a brokerage platform it holds the largest equity stake in.
Both offerings quickly hit their $250,000 minimum fundraising goals.
In a letter to tZero’s board this week, Beyond’s Executive Chairman Marcus Lemonis urged the firm to “file a shelf registration or consider leveraging Beyond as a public platform using its existing infrastructure.”
Shareholder pressure is mounting too — Eric Ebert of Shay Capital praised Lemonis’ push and called for Beyond to “unlock the substantial value embedded in these blockchain assets to deliver meaningful returns to loyal shareholders.”
The revival of Bed Bath & Beyond’s physical presence marks a bold chapter in the retailer’s long-fought comeback story.
Once a household staple, the chain’s bankruptcy was one of the biggest collapses in American retail in recent years, fueled by mounting debt, stiff online competition, and years of management missteps.
Now, with coupons in hand and mattresses on offer, the company is betting nostalgia and a digital-age strategy will bring shoppers back through its doors.
