Specialty retailer Kirkland’s plans to change its name to The Brand House Collective and has outlined plans for a “decisive transformation” as the company deepens its partnership with Beyond, Inc., parent company of the Bed Bath & Beyond, Overstock and BuyBuy Baby brands.
“From the moment our partnership with Beyond began it was clear that our model needed to evolve,” said Amy Sullivan, CEO of Kirkland’s in a statement. “The Brand House Collective is more than a new name — it’s a bold declaration of where we’re headed. We’re aligning our identity with our vision to become a multi-brand merchandising, supply chain and retail operator — and backing it with decisive actions to strengthen our foundation: reducing excess inventory, closing underperforming locations, optimizing real estate assets and enhancing talent across the organization.”
Store Closures, New Ticker in the Works
Kirkland’s store consolidation plans call for the closure of approximately 24 stores, bringing the total number of locations operated by the company to 290. These will be run under the Kirkland’s Home, Bed Bath & Beyond Home and Overstock banners.
The company’s rebranding will not be final until the new name is approved by stockholders at the upcoming annual meeting on July 24, 2025. If the rebranding is approved, Kirkland’s will change its stock ticker on the NASDAQ from KIRK to TBHC.
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Beyond Inc.’s Brick-and-Mortar Operator
Kirkland’s first came into the Beyond orbit in October 2024, when the companies announced a multi-faceted partnership that made Kirkland’s the exclusive brick-and-mortar operator and licensee for a series of small-formatBed Bath & Beyond Home stores in exchange for a $25 million investment from Beyond. The partnership now also includes plans for BuyBuy Baby stores, following Beyond’s February 2025 acquisition of that brand, as well as a handful of Overstock stores. In May Beyond expanded its investment in Kirkland’s with a $5 million addition to its term loan credit agreement.
For going on two years, Kirkland’s has been working to improve its performance through a combination of inventory refreshes and marketing adjustments, and the company’s growing partnership with Beyond is now a central pillar of that ongoing effort.
In Kirkland’s fiscal Q1, which ended May 3, 2025, comparable sales decreased 8.9%, including a decline of 3.1% in comparable store sales and a 26.7% decline in ecommerce sales compared to fiscal Q1 2024. Operating losses for the quarter were $10.5 million.
Sullivan blamed the poor Q1 performance in part on bad weather, including weather-related disruptions at the company’s Jackson, Tenn. distribution center, as well as general “softness in consumer sentiment.” She noted that there were hopeful signs of improving sales in stores, with store sales up approximately 3% year-over-year in May.
First Bed Bath & Beyond Home Store to Open in August
But that won’t be enough to turn around the business, and the company is clearly now basing its future success on the Beyond partnership. Kirkland’s plans to accelerate the launch of Bed Bath & Beyond Home stores through full-market conversions of existing Kirkland’s Home stores, with the first store scheduled to open in Brentwood, Tenn., in August and five more set to follow shortly thereafter.
The Greater Nashville area was selected as the launch market because of Kirkland’s headquarters presence in that region. Pending the results in this initial market, Kirkland’s then plans to convert approximately 75 additional stores through 2026. To support the brand transition, the Kirkland’s Home website will be co-branded with Bed Bath & Beyond Home to create a unified online experience.
Additionally, the company said it has identified the first Nashville location for the first-ever Overstock store and plans to expand that banner to approximately 30 locations after the initial pilot. Finally, Kirkland’s said it is in the process of finalizing store designs for BuyBuy Baby and other potential concepts.
Kirkland’s Bolsters Leadership with New Execs from Target, Abercrombie
In addition to streamlining its store footprint and accelerating the brick-and-mortar return of Bed Bath & Beyond, the company also announced a series of organizational and operational changes intended to strengthen its business foundation. This includes improved discipline around inventory productivity, asset management and balance sheet health, as well as a corporate reorganization.
The new streamlined leadership structure will see dedicated merchants leading each brand, supported by centralized teams across finance, operations and technology. All brand and functional leaders will report directly to Sullivan.
Along with the restructure, Kirkland’s has bolstered its leadership team with three new hires:
- Jamie Schisler, newly appointed COO, will oversee operations, including planning and allocation, marketing, ecommerce and technology. Schisler brings over two decades of specialty retail experience with brands including Abercrombie & Fitch, Express and UpWest;
- 20-year Target veteranKerri Dlugokinskihas been appointed as VP General Merchandising Manager of Bed Bath & Beyond Home, and will lead all aspects of merchandising for that brand; and
- Courtenay Adolfhas been appointed as VP of Supply Chain, with responsibility for global sourcing, transportation and distribution centers. Adolf brings decades of experience leading supply chain strategy and network optimizations at companies including Target, CSS Industries and Eversana.
“We are building a leaner, flatter and performance-led organization — driven by transformation, anchored in accountability and powered by new ideas that we believe will deliver results,” said Sullivan. “This is a defining moment for our company. As we transition into The Brand House Collective, we are building a team that reflects the future we’re creating — bold, customer-obsessed and rooted in merchant excellence.”
