Bed Bath & Back: Overstock’s rebrand goes live

SALT LAKE CITY — is now officially Bed Bath & Beyond. The Salt Lake City-based home furnishings e-commerce brand launched its rebrand in the U.S. on Aug. 1.

In June, Overstock paid $21.5 million as the stalking horse bidder at auction to acquire the Bed Bath & Beyond brand name, online platform and intellectual property after the former Union, N.J.-based category killer collapsed into bankruptcy. Upon acquiring the assets, CEO Jonathan Johnson indicated that Overstock would soon rebrand to Bed Bath & Beyond.

Jonathan Johnson

“This is a historic day for Bed Bath & Beyond and Overstock and for the broader e-commerce industry,” said Jonathan Johnson, CEO of the new Bed Bath & Beyond. “Overstock has a great business model with a name that does not reflect its focus on home. Bed Bath & Beyond is a much-loved and well-known consumer brand, which had an outdated business model that needed modernizing. Through this rebranding, we’re breathing new life into Bed Bath & Beyond, positioning it as an asset-light, e-commerce retailer with an expanded home furnishings and furniture assortment. Think of it as Bed Bath & a much bigger, better Beyond.”

In celebration of the launch, customers will see sitewide deals, promotions and perks at and the new Bed Bath & Beyond mobile app, including:

  • A 25% off welcome coupon for anyone who downloads and shops through the new and refreshed Bed Bath & Beyond mobile app, available for iOS and Android.
  • Reinstatement of up to $50 in unused loyalty rewards points, exclusive coupons and free membership for a year to the new Welcome Rewards program (a $19.95 value) for active members of the former Bed Bath & Beyond loyalty program.
  • 20% off coupon and transfer of membership along with all current rewards for members of Club O, Overstock’s former loyalty program.
  • Other money-saving deals on a wide selection of furniture, home decor, rugs and more.

“If you liked the Bed Bath & Beyond coupons of the past, you will love our better pricing, special promotions, broader assortment and the improved customer experience on the website and mobile app,” Johnson said. “We’ve seen strong customer engagement with our Canada business that launched on June 29.”

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