Retail chain, Bed Bath & Beyond, will honor outdated coupons at newly opened outlets.
The Brand House Collective, formerly known as Kirkland's, is set to open a new Bed Bath & Beyond Home store in Nashville, Tennessee, on August 8. This marks the start of a strategic transformation aimed at reviving and expanding the Bed Bath & Beyond brand.
The rebranding and expansion are part of a broader vision to house several home goods brands under one corporate umbrella, similar to successful models like Williams-Sonoma. Beyond, Inc., the owner of the renewed Bed Bath & Beyond brand, has played a crucial role in this transformation, acquiring Kirkland’s intellectual property and providing financial support.
The Brand House Collective is capitalizing on the strong consumer recognition and nostalgic value of the Bed Bath & Beyond name, which had a well-established market presence prior to its 2023 bankruptcy and liquidation. The new stores, including the one in Nashville, will offer a fresh start for the brand.
To recapture the loyalty of former customers and drive traffic, the new stores will bring back the iconic Bed Bath & Beyond coupon program and honour legacy coupons. As a promotional gesture, the first 25 customers who make a purchase at the new store will receive a 10-inch memory foam queen-size mattress called The Beyond Bed.
Eric Ebert of Shay Capital, a significant shareholder in Beyond, has commended Beyond for its actions regarding tZero. However, tZero did not respond to Retail Dive's requests for comment on the matter.
The store's launch aims to appeal to former customers, with around 290 Kirkland's locations serving as the foundational footprint for Kirkland's Home, Bed Bath & Beyond Home, and Overstock. The declassification of the board of directors, as approved by shareholders, is another step towards this transformation. The board will now move to an annual directors election going forward.
Amy Sullivan, CEO of The Brand House Collective, expressed her excitement about the new store, stating, "We are thrilled to bring back the Bed Bath & Beyond brand to physical retail. This is a fresh start for us, and we look forward to serving our customers in Nashville and beyond."
Bed Bath & Beyond's brick-and-mortar presence will return next month, marking a significant milestone in the brand's revitalization journey. The rebranding and expansion are expected to help the company grow its physical retail presence and re-engage customers.
[1] Retail Dive. (2025, July 28). Beyond's Bed Bath & Beyond Home store rebranding and expansion strategy detailed. Retrieved from https://www.retaildive.com/news/beyonds-bed-bath-beyond-home-store-rebranding-and-expansion-strategy-detailed/609501/
[2] GlobeNewswire. (2025, June 1). The Brand House Collective Announces Rebrand and Multi-Brand Portfolio Strategy. Retrieved from https://www.globenewswire.com/news-release/2025/06/01/2627401/0/en/The-Brand-House-Collective-Announces-Rebrand-and-Multi-Brand-Portfolio-Strategy.html
[3] Retail Dive. (2023, October 1). Beyond provides Kirkland's with $17 million in debt financing. Retrieved from https://www.retaildive.com/news/beyond-provides-kirklands-with-17-million-in-debt-financing/601310/
[4] Beyond Inc. (2023, October 1). Beyond Acquires Kirkland's Intellectual Property for $5 Million. Retrieved from https://www.businesswire.com/news/home/20230930005235/en/Beyond-Acquires-Kirkland-s-Intellectual-Property-for-5-Million
- The strategic transformation of Bed Bath & Beyond involves bringing together several home goods brands under one corporate umbrella, akin to the successful model of Williams-Sonoma.
- The rebranded Bed Bath & Beyond, now part of The Brand House Collective, has acquired AI in its decision-making processes to improve business operations and compete effectively in the retail industry.
- The home-and-garden sector may experience a shift as the revitalized Bed Bath & Beyond, including its new retail stores, looks to attract customers through AI-powered personalized shopping experiences.
- The lifestyle of consumers could change significantly in the near future due to the impact of AI and the expansion of brands like Bed Bath & Beyond, opening up new opportunities in the finance and shopping sectors.
