Marcus Lemonis — current Executive Chairman of Bed Bath and Beyond, Inc., which owns the Bed Bath & Beyond, Overstock, BuyBuy Baby and Kirkland’s Home brands — has been appointed CEO of the company, outlining a bold vision to turn BB&B Inc. into an essential operating system for homeowners.
The CEO role of the growing conglomerate has remained unfilled since the abrupt departure of CEO Jonathan Johnson in November 2023. Johnson oversaw Overstock’s purchase of Bed Bath & Beyond out of bankruptcy in June 2023 and the subsequent renaming of the combined company as Beyond, Inc., a move that was reversed in August 2025. In fact, much of what Johnson did in the first months of owning BB&B has since been undone, largely at the urging of Lemonis, who joined the company as Executive Chairman of the Board in February 2024.
Since joining the company, Lemonis has been driving his vision of building the “Everything Home Company” via a return to brick-and-mortar for many of its banners and the introduction of digital services. Throughout all of this, Lemonis remained CEO of Camping World, the outdoor living retailer that he co-founded. However, in December 2025 Lemonis announced that he would be retiring from that role. His appointment as CEO of BB&B Inc. comes just days after his departure from Camping World took effect on Jan. 1, 2026.
What ‘Beyond’ Means to Lemonis
“People understand the ‘Bed,’ they understand the ‘Bath,’ but even in pop culture, yes, even in movies and television, few could explain the ‘Beyond’ part of our name,” said Lemonis in a statement announcing his appointment as CEO. “Many assumed it simply meant ‘everything else in the store.’”
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That is clearly not how Lemonis sees it though, as he further explained in his statement: “‘Beyond’ means something far more than retail. It stands for our commitment to support the family, the four corners of their property and the four walls of their home. It includes providing Beyond Home Products and Services, Beyond Home Operating Systems, Home Transaction Platforms, Beyond Home Financial and Protection Products, Home Renovation and Maintenance Programs.
“I want to make owning, living in and caring for a home easier, less expensive and more rewarding for all,” Lemonis added. “We serve both the individual and the physical home, sometimes simultaneously, sometimes independently. Whether someone is renting their first apartment, living in student housing, buying their first home, or settling into a forever home, we want Bed Bath & Beyond to be associated with making those journeys more achievable, more affordable and less overwhelming.”
So while BB&B, Inc’s banners will continue to expand their traditional retail offerings, including through a growing slate of physical stores, Lemonis also plans to “expand outside of purely transactional retail into revenue sources such as home services, home transaction platforms, home staging and improvement and protection and financial tools.”
Moves into this arena are already well underway, with the company actively building out a blockchain asset portfolio, which began with the April 2025 offering of digital tokens that allowed investors to own a piece of the IP and performance of the Overstock and BuyBuy Baby brands.
Upon launching its new franchising model for Bed Bath & Beyond stores, BB&B Inc. also announced that franchisees would have access to digital tokenization capabilities to democratize ownership of their stores and raise capital through the tZero platform, in which BB&B Inc. is an investor.
Foundation Laid, Time to Build (and Make Money)
In his statement, Lemonis highlighted the “solid foundation” that has been laid over the seven quarters during which he has been Executive Chairman, including improvements in Adjusted EBITDA loss and operating cash flow, with net loss improving 90% in Q3 2025, the company’s most recent quarter.
“With the core business stabilized, profitable growth is now a mandate,” said Lemonis, pointing to the pending acquisition of Kirkland’s, which he said will add approximately $350 million of net revenue. “We will pursue acquisitions and investments where we see category gaps, consumer services, business synergies or natural brand extensions through the next 12 months,” Lemonis added.
The Ultimate Vision: The Beyond Home Operating System
“Bed Bath and Beyond is becoming the ‘Everything Home Company,’ built around customers and the way life happens,” explained Lemonis. “Homes are not static. While the home itself is an anchor asset, fixed to a location and held over long periods, the individual or family attached to that home is constantly evolving.
“Real value is created not just by the home itself but by everything that touches it throughout its lifecycle, from furnishing and maintaining to insuring, financing, improving and ultimately moving,” he added. “Our strategy is built around serving the home as a living platform or operating system and the customer as the evolving holder of that asset.”
That vision will be pursued through three “fully integrated” pillars, which include:
- Omnichannel Retail and Ecommerce — “The Relationship Engine”: “Physical retail and hospitality are our highest-value point of entry, creating human connection, richer data and materially higher lifetime value,” said Lemonis. To capitalize on this, the company will employ a combination of ecommerce, company-owned and franchise stores and international licensing. BB&B’s omnichannel strategy will then endeavor to move customers toward “higher-value” service-based engagement: “Together, Bed Bath & Beyond, Overstock, BuyBuy Baby, Kirkland’s and future commerce platforms form a flywheel, multiple points of entry guiding customers toward deeper, more durable relationships across the Everything Home ecosystem,” explained Lemonis;
- Digital, financial, insurance and blockchain services: Lemonis hopes to generate recurring revenue through services aimed at helping homeowners finance, protect and maintain their property. This includes offerings made available through digital and blockchain platforms such as tZERO and GrainChain (both of which BB&B Inc. has invested in), as well as new services such as home and product warranties, property and casualty insurance, umbrella insurance, shipping insurance, home maintenance programs, credit cards, financing tools and mortgage-related solutions; and
- Home Transaction Platforms: The first two pillars build toward the third, in which Lemonis envisions technology-enabled home transaction platforms powered by BB&B Inc. that connect all the moments in the “home lifecycle” — buying, selling, financing or “tokenizing,” renovating, insuring, unlocking liquidity and more. Tying it all together will be “Beyond Home OS,” an AI-powered home operating system that serves as the connective tissue across services, data and secure transactions, creating a unified, intelligent platform for homeowners to manage their assets. This pillar also includes plans for targeted investments in modern prefab and modular homebuilders to address the affordable housing opportunity.
“At the center of everything, we are building a unified home data fabric, a connected intelligence layer that links commerce, services, insurance, warranties, financing, home attributes, geographic trends and customer behavior,” said Lemonis. “This architecture also allows us to support the individual while continuously improving the performance, protection and value of the home itself, securely, responsibly.”
