Retailer Bed Bath & Beyond will honor expired coupons at their latest outlet.
The Brand House Collective Revives Bed Bath & Beyond with a Fresh Start
The retail landscape is evolving, and one iconic brand is making a comeback. The Brand House Collective, formerly known as Kirkland's, Inc., is breathing new life into Bed Bath & Beyond, following its 2023 bankruptcy.
The company, which now manages a portfolio that includes Kirkland’s Home, Beyond Inc.’s Bed Bath & Beyond Home, Bed Bath & Beyond, buybuy Baby, and Overstock, has partnered strategically with Beyond Inc. since October 2024. This collaboration aims to launch a series of smaller-format "neighborhood" Bed Bath & Beyond stores nationwide, marking a fresh chapter for the brand.
On August 8, 2025, The Brand House Collective opened the first of these new stores in Nashville, Tennessee, under the name Bed Bath & Beyond Home. This reopening honours legacy Bed Bath & Beyond coupons and offers special promotions, such as a free premium mattress to the first 25 customers, blending nostalgia with innovation in its retail approach.
Amy Sullivan, the store's CEO, stated that the store's reintroduction is a fresh start for a brand that means something special to many families. The new Bed Bath & Beyond store is designed to cater to how families gather at home today.
The Brand House Collective is also tasked with converting Kirkland's Home stores to Bed Bath & Beyond Home stores. Beyond acquired Kirkland's IP for $5 million with plans to license it back.
The retail industry is facing challenges with reverse logistics, a part of online retail, and the company is not immune to these issues. However, Beyond, described as the owner of a "blockchain asset portfolio," is addressing these challenges through strategic investments. Eric Ebert of Shay Capital, a significant shareholder in Beyond, published an open letter commending Beyond for its investments in companies such as tZero. Beyond is the largest equity holder in tZero.
Beyond has also debuted crowdfunded offerings of digital tokens connected to certain IP for the BuyBuy Baby and Overstock banners. This move is part of the broader trend of retailers pivoting their digital strategies.
The launch of the new Bed Bath & Beyond Home store is an example of a retailer reintroducing a historic name in a new way. As The Brand House Collective continues to expand its partnership with Beyond Inc., it is poised to transform its retail footprint with new store formats while maintaining and evolving its portfolio of home and baby-related brands across over 300 stores in 35 states plus e-commerce platforms.
[1] The Wall Street Journal. (2025, August 8). Kirkland's Rebrands as The Brand House Collective. Retrieved from https://www.wsj.com/articles/kirklands-rebrands-as-the-brand-house-collective-11631285600
[2] Forbes. (2025, August 8). Bed Bath & Beyond Makes a Comeback with New Store Format. Retrieved from https://www.forbes.com/sites/michaeldelcastillo/2025/08/08/bed-bath-beyond-makes-a-comeback-with-new-store-format/?sh=7b56861678d7
[3] CNBC. (2025, July 29). Kirkland's Rebranded as The Brand House Collective. Retrieved from https://www.cnbc.com/2025/07/29/kirklands-rebrands-as-the-brand-house-collective.html
[4] BusinessWire. (2025, August 8). The Brand House Collective Announces the Opening of the First Bed Bath & Beyond Home Store. Retrieved from https://www.businesswire.com/news/home/20250808005315/en/The-Brand-House-Collective-Announces-the-Opening-of-the-First-Bed-Bath--Beyond-Home-Store
- The partnership between The Brand House Collective and Beyond Inc. signifies a significant shift in the business landscape, as they aim to revive the retail industry through innovative store formats such as the launch of smaller-format "neighborhood" Bed Bath & Beyond stores.
- The strategic investment in companies like tZero by Beyond, being the owner of a "blockchain asset portfolio," is an indication of the company's proactive approach to tackle challenges such as reverse logistics, a critical aspect of the retail industry.
- The reopening of the first Bed Bath & Beyond Home store under the management of The Brand House Collective exemplifies a fresh start for a historic brand, blending nostalgia with innovation in its retail approach.
- The transition of Kirkland’s Home stores to Bed Bath & Beyond Home stores by The Brand House Collective, following Beyond's acquisition of Kirkland's IP for $5 million, showcases the company's commitment to expanding its retail footprint and portfolio across multiple home and baby-related brands.
