Beyond, Inc. — owner of Bed Bath & Beyond, Overstock and Zulily — is launching a global licensing program to bring its brands to other retailers and new markets, beginning with the Bed Bath & Beyond brand.
The program will include both product and store licensing agreements. Bed Bath & Beyond-branded textile goods will be developed and sold at mass market and off-price retailers, as well as online marketplaces, across the brand’s four pillar categories: bedroom, bathroom, kitchen and patio. The company has granted a category license to home textiles manufacturer PEM America for a wide range of products, including fashion bedding, utility bedding, sheets, bath linens and accessories as well as window and soft home décor.
Beyond Inc. also has entered a licensing agreement for Bed Bath & Beyond stores in Mexico, although details of that partnership were not shared. Negotiations are in progress for stores in other key global markets.
“We’re thrilled to bring the beloved Bed Bath & Beyond brand back to life in this new and exciting way,” said Marcus Lemonis, Executive Chairman of Beyond, Inc. in a statement. “Through affordable, quality goods that will soon be on retail shelves — both physical and online — we’re reinvigorating the brand and returning it to its core. The Bed Bath & Beyond brand is both aspirational and attainable, and our brand will continue to reflect these values.”
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One Piece of a Larger Strategy
Following a major executive overhaul in February 2024 that included Lemonis’ installation as Executive Chairman, Beyond, Inc. has quickly reconfigured its plans and even undone some of its previous actions, namely the shuttering of Overstock. Lemonis has acted quickly to capitalize on the “green shoots” he sees in the business, including:
- Selling off the textile brand Wamsutta for $10.25 million (recovering nearly half of what it paid for the BB&B IP in June 2023);
- Relaunching Overstock.com in July 2024;
- Laying out plans for how the companies’ three banner brands will work together without cutting into each others’ business; and
- Entering a “wide-scoping” relationship with Salesforce that centers on cleaning and better leveraging all the customer data Beyond now has from its combined brands.
The new licensing strategy is the company’s latest move: “We are excited to unlock the value of the Bed Bath & Beyond brand in new and meaningful ways,” said Alexander Thomas, SVP of Finance and Corporate Development at Beyond, Inc. in a statement. “We will continue to explore partnerships with manufacturers and retailers who share our vision — and know how much customers will welcome our celebrated brand into their homes.”
