Murray, Utah – After 19 months on its own, Buy Buy Baby has been reunited with Bed Bath & Beyond under one corporate umbrella.
Parent company Beyond Inc. announced this morning that it has completed its asset purchase agreement with BBBY Acquisition Co. LLC. The $5 million acquisition includes the global rights to the Buy Buy Baby brand, certain assets, databases, domains, intellectual property, vendor relationships and content related to Buy Buy Baby.
The Buy Buy Baby trademark – previously buybuy Baby – was sold in summer 2023 for $15.5 million during the legacy Bed Bath & Beyond Inc. bankruptcy. In fall 2023, Dream On Me relaunched the nameplate’s website and announced the opening of 11 stores. The buybuy Baby stores closed down in October 2024.
“We believe bringing these two iconic brands, Bed Bath & Beyond and Buy Buy Baby, back together significantly strengthens our customer proposition in key life stage shopping moments,” said Marcus Lemonis, executive chairman of Beyond Inc.
What next?
Now that Beyond Inc. holds a 405 stake in Kirkland’s Home, the Kirkland’s team is overseeing brick & mortar growth opportunities for Bed Bath & Beyond and Buybuy Baby as well as Beyond’s Overstock.com brand.
Kirkland’s CEO Amy Sullivan told investors last week that her team is working on a pilot program to open up to five Bed Bath & Beyond stores by late summer or fall. The team is also exploring the integration of Buy Buy Baby into larger Bed Bath & Beyond locations or as standalone stores.
“We now have access to this whole portfolio of iconic brands that all have a reason to exist, a customer to satisfy, product that needs broader and easier distribution and vendors who want to grow their business,” she said.
See also:
- Marcus Lemonis has a few things to say about Beyond Inc.’s future
- buybuy Baby closing all stores less than a year after relaunch