Beyond, Inc. — parent company of Bed Bath & Beyond, Overstock, BuyBuy BABY and a blockchain asset portfolio — is changing its corporate name to Bed Bath & Beyond, Inc. to reflect its “most valuable piece of intellectual property,” according to Executive Chairman and Principal Executive Officer Marcus Lemonis. The company’s NYSE stock ticker also will be updated from the BYON to BBBY on Aug. 29.
“Our name change is highlighting one of the most valuable pieces of intellectual property that investors and consumers know today and does not change our intense focus on growing revenue, achieving profitability in the near term and monetizing valuable blockchain assets,” said Lemonis in a statement. “We remain laser-focused on growing the Bed Bath & Beyond brand, building Overstock.com back to a billion-dollar nameplate and unlocking value within our blockchain assets, particularly tZERO and GrainChain.”
Bed Bath & Beyond’s IP and digital assets (but not its hefty brick-and-mortar holdings) were bought by Overstock.com for $21.5 million in June 2023. The company then swiftly converted both the Overstock.com website and its corporate name, officially becoming Beyond, Inc. in October 2023. Both the decision to do away with Overstock.com in lieu of a Bed Bath & Beyond-branded website and to rebrand the company as a whole were undertaken by then-CEO Jonathan Johnson, who had been pushed out of the role by November 2023. By March 2024, the Overstock.com website had been revived, alongside BedBathandBeyond.com, and Lemonis called the decision to shut down the Overstock brand a “fatal mistake.”
Lemonis has spearheaded the company since, including:
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- Beyond’s acquisition of former Bed Bath & Beyond sister company BuyBuy Baby in February 2025;
- A wide-ranging investment partnership with Kirkland’s (newly renamed The Brand House Collective), also announced in February, which will serve as Beyond’s brick-and-mortar operator for all three of its banners;
- A series of digital initiatives, including the launch of digital tokens for Overstock and BuyBuy Baby that allow individuals to own a piece of the brands’ IP; and
- The opening of the first Bed Bath & Beyond Home store in Nashville, Tenn. on Aug. 8, which was converted from a former Kirkland’s location.
Over the next 24 months, Brand House and the company formerly known as Beyond plan to convert additional Kirkland’s locations into small- to mid-size Bed Bath & Beyond and BuyBuy Baby stores.
“Accelerating growth and profitability for the Bed Bath & Beyond brand requires capital allocation discipline, increased use of data science, improvements in our asset-light BedBathandBeyond.com platform, and the return of some of America’s most trusted consumer brands to its omnichannel offering,” added Lemonis.
