Bed Bath and Beyond relaunches online in the U.S. and Canada.

Bed Bath and Beyond relaunches online in the U.S. and Canada.

Bed Bath & Beyond Relaunches as an Online Retailer with Overstock.com Offerings

Bed Bath & Beyond

Bed Bath & Beyond, the well-known retail chain, has undergone a transformation and relaunched as an online retailer in the United States. With Overstock.com as its new owner, the combined entity now operates under a single online shopping site called BedBathandBeyond.com. This relaunch not only includes the previous offerings of Bed Bath & Beyond but also incorporates the wide range of products available on Overstock.com, such as furniture, rugs, decor, kitchen supplies, lighting, and bath products.

The journey to this relaunch began when Bed Bath & Beyond filed for bankruptcy back in April. In June, Overstock acquired the retail chain’s intellectual property assets and subsequently relaunched the brand in Canada last month. Now, the U.S. relaunch is gaining momentum, accompanied by a refreshed website, mobile app, and a revamped loyalty program.

As part of this relaunch, Overstock is rebranding its Club O loyalty program as Welcome Rewards. This program will continue to offer 5% reward dollars for all purchases, which can be fully redeemed in subsequent transactions. Moreover, in a bid to entice former Bed Bath & Beyond customers, Overstock is extending free membership to the Welcome Rewards program, previously valued at $19.95, to active members of the former loyalty program. Eligible customers will receive detailed emails outlining the process.

In addition to the revamped loyalty program, the relaunch offers several perks to customers. Sitewide deals and promotions are available, including a 25% off welcome coupon for users who download and shop through the new mobile app, available for both iOS and Android platforms. It’s an opportunity for customers to explore the wide variety of products and services now available on the online platform.

It’s important to note that this relaunch excludes Bed Bath & Beyond’s brick-and-mortar business, as well as the buybuy Baby and Harmon banners and their assets. The focus is now purely on creating a strong online presence and leveraging the brand’s reputation to capture a significant market share.

Experts in the retail industry have varying opinions about this relaunch. Some believe it is a timely and necessary move for Bed Bath & Beyond. Jonathan Pasternak, a partner at Davidoff Hutcher & Citron in New York who has represented Chapter 11 bankruptcy clients, says, “It’s about time that the BB&B brand is being utilized properly in today’s changing consumer economy.” Pasternak highlights that by embracing the virtual space, Bed Bath & Beyond can avoid the pitfalls of retail leases and employee overhead that contributed to its bankruptcy. He believes that with their quality products and attractive coupon incentive programs, they can reclaim a significant market share that was long overdue.

However, other industry insiders argue that Bed Bath & Beyond had no other option. Hank Reinhart, a former Bed Bath & Beyond executive and founder of Sabavi Home, acknowledges the challenges the company faced in transitioning from a brick-and-mortar model to a successful online or omnichannel one. He mentions that while Overstock gains credibility in the home category by acquiring the Bed Bath & Beyond name, it also inherits the same challenges that led to the downfall of the previous brand. Reinhart points out that in today’s market, where countless websites offer a vast selection of products, having a broad assortment is no longer a strong differentiator.

Despite these differing opinions, the relaunch of Bed Bath & Beyond as an online retailer with offerings from Overstock.com holds promise. It not only allows customers to continue enjoying the quality products they have come to expect from Bed Bath & Beyond, but it also opens up a world of options with the addition of Overstock’s inventory. By embracing the digital realm, Bed Bath & Beyond has an opportunity to revive its market presence and establish itself as a formidable player in the e-commerce space.


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