After two years away from store shelves, the beloved home goods retailer has made its physical comeback under Bed Bath & Beyond’s new name—Bed, Bath & Beyond Home. The Nashville opening on August 8 marks a new chapter for a brand that once seemed gone for good. This reentry into brick-and-mortar retail comes after the company’s 2023 bankruptcy and the closure of all locations, a move that left many loyal shoppers with nothing but memories and expired coupons.
According to People, the revival is powered by a partnership with The Brand House Collective, formerly Kirkland’s Inc., and aims to deliver a modernized shopping experience without losing the familiar feel that made the brand iconic. CEO Amy Sullivan called it “a fresh start for a brand that means something special to so many families,” signaling that the Bed Bath & Beyond’s new name is more than a rebrand—it’s an effort to recapture the heart of home shopping.
A Familiar Brand With a Fresh Purpose
Bed Bath & Beyond Home arrives with the promise of a more curated and budget-friendly product lineup, designed for “every room” in the house. Coupons, a hallmark of the original brand, are back as part of the relaunch. Shoppers visiting the Nashville store will not only see Bed Bath & Beyond’s new name in bold but also receive a fresh coupon to start their next purchase.
This return comes after a turbulent decade for the retailer, marked by leadership changes, shifting consumer habits, and increased online competition. In August 2023, Overstock.com acquired the Bed Bath & Beyond intellectual property for $21.5 million, ensuring that the recognizable name—and now its updated form—would not disappear entirely from the American retail landscape.
From Bankruptcy to Reinvention
The original chain, founded in 1971, had grown into a household name with hundreds of locations nationwide before financial struggles led to its April 2023 Chapter 11 filing. By July of that year, all stores had closed, ending an era of weekend shopping trips for many families. Bed Bath & Beyond’s new name represents not only survival but a deliberate reinvention.
The reimagined concept, launched with The Brand House Collective, blends nostalgia with a refreshed mission to meet the needs of modern shoppers. While the retail industry continues to evolve rapidly, the return of Bed Bath & Beyond in any form reminds customers that some names—even if slightly changed—still hold a special place in the story of American shopping.