Midvale, Utah – Beyond Inc. has picked up the IP of a retail brand with a long association to its Bed Bath & Beyond property – and will bring it back to physical retailing.
The company announced this morning that it has entered into an Asset Purchase Agreement with BBBY Acquisition Co. LLC to acquire the global rights of the Buy Buy Baby brand. The purchase price of $5 million includes certain assets, databases, domains, intellectual property, vendor relationships, and content related to Buy Buy Baby.
“Bed Bath & Beyond and Buy Buy Baby have historically been synonymous with supporting families, their homes and all of life’s milestones,” said Marcus Lemonis, Executive Chairman of Beyond. “Our goal is to go beyond the traditional omnichannel mindset, focusing on the four corners of the property, and the four walls of the home.”
There are 3 specific strategic drivers for the deal, he added:
Strengthening the Beyond portfolio: “Alongside our omnichannel partner, Kirkland’s, we collectively believe the Buy Buy Baby brand has a strong future both online and in brick-and-mortar,” said Lemonis. Kirkland’s will responsible for integrating Buy Buy Baby into Bed Bath & Beyond stores and opening standalone locations under each legacy banner.
Tokenizing intellectual property: Beyond and tZERO, with its SEC-regulated special purpose broker dealer license, are exploring the tokenization of a portion of the Buy Buy Baby intellectual property. The company is considering two separate offerings on the tZERO platform. The first would potentially be a digital dividend available to current holders of Beyond as of a specific record date, while the second would be an offering to new investors interested in owning a share of the intellectual property.
“In both cases, our goal is for the token to provide a revenue share on the omnichannel revenue generated by the brand, along with loyalty benefits across the Beyond platform,” Lemonis explained.
Building the “LifeChain”: Beyond Inc. see an opportunity to leverage tZERO’s blockchain technology and the Buy Buy Baby assets to build a ledger that records all significant life events, starting from birth records, medical records and life milestones to educational records, financial products, insurance and purchases.
“This initiative, which we’re calling the ‘LifeChain,’ will integrate the consumer’s financial and digital assets into a single, secure digital wallet, supported by Salesforce and its Agentforce technology,” Lemonis explained.
The Buy Buy Baby trademark – previously buybuy Baby – was sold for $15.5 million during the legacy Bed Bath & Beyond Inc. bankruptcy. In early 2023, Dream On Me relaunched the nameplate’s website and announced the opening of 11 stores. The stores closed down in October 2024.
Launched in 1996 by the sons of Bed Bath & Beyond co-founder Leonard Feinstein, buybuy Baby was considered the most valuable brand in the legacy Bed Bath company’s barnkruptcy asset portfolio.
See also:
- Decoding the Beyond Inc./Kirkland’s deal: Key roles and responsibilities
- Beyond completes sale of corporate headquarters