Bed Bath & Beyond is making a comeback—and it’s not doing it alone. In a bold retail revival, the iconic home goods brand is teaming up with Kirkland’s Home to introduce a fresh, reimagined shopping experience to select locations. As part of the partnership, several Kirkland’s stores will be transformed into Bed Bath & Beyond Home stores, blending the strengths of both retailers. The move marks a major step in the brand’s post-bankruptcy reinvention—and a promising new chapter for home décor fans across the United States.
The Unexpected Partnership between Kirkland’s and Bed Bath & Beyond
Back in 2023, Overstock acquired the Bed Bath & Beyond name for $21.5 million and underwent a dramatic transformation, rebranding as Beyond and shutting down its own Overstock website. That move, once seen as strategic, was later labeled a “fatal mistake” by the company itself. In response, Overstock was revived, and now, in a surprising turn, brick-and-mortar Overstock stores are on the horizon.
The company’s shifting strategy hasn’t stopped there. Earlier this year, Beyond offloaded a majority stake in Zulily for $5 million, just a year after buying it for $4.5 million. It also approved the reopening of a BuyBuy Baby store, mere months after shuttering the entire chain.
Despite this series of push and pull, Kirkland’s is continuing to work closely with Bed Bath & Beyond. On Tuesday, it confirmed plans to downsize and refocus its stores, keeping around 290 locations that will become home to three key brands: Kirkland’s Home, Bed Bath & Beyond Home, and Overstock.
Part of this strategy involves converting some Kirkland’s stores into Bed Bath & Beyond Home locations. The first will open this August in Brentwood, Tennessee, followed by five more soon after. About 75 stores are expected to convert by 2026. Kirkland’s has also said its website will soon be shared with Bed Bath & Beyond Home, providing customers with a blended shopping experience online.
Meanwhile, Overstock—once only an online brand—will open its first physical store in Nashville, with plans to grow to about 30 locations. Beyond is also working on new store designs for BuyBuy Baby and is even thinking about offering franchise options for future stores.
All in all, Kirkland’s and Beyond are betting big on blending familiar brands and reinventing how people shop for home goods.
Kirkland’s to Rebrand as The Brand House Collective
On Tuesday, Kirkland’s announced plans to change its name to The Brand House Collective, a new identity that reflects its growing partnership with Beyond Inc. and its brands Bed Bath & Beyond, Overstock, and BuyBuy Baby. The name change, however, still needs to be approved by shareholders in a vote set for July 24th.
This rebrand is part of a bigger effort to shake things up and refocus the business, especially as the home goods industry continues to feel the effects of post-pandemic changes. While there was a small boost in sales this May—up nearly 9% compared to last year—uncertainty still looms. In fact, this week, rival brand At Home was reported to be preparing for bankruptcy filing, blaming the impact of tariffs and wavering consumer confidence.
Kirkland’s itself has had a rough start to the year. In the first quarter, sales dropped more than 11%, and online sales plummeted nearly 27%. Stores didn’t perform much better, and profits were squeezed—its losses grew to $11.8 million, up 34% from last year.
As the company works to reinvent itself with a new name and a new direction, it faces a tough road ahead. But with strong brand partners and a renewed focus, Kirkland’s hopes this reset will help it bounce back in a changing retail world.
Source: Retail Dive