Retail chain Bed Bath & Beyond is extending coupon validity; customers can now utilize older coupons at their newly opened locations.
The Brand House Collective, a multi-brand merchandising and retail operator, has embarked on a significant rebranding and expansion journey, transforming Kirkland’s Home locations into Bed Bath & Beyond Home stores. This strategic move is part of an ambitious plan to revitalize the brand portfolio and retail footprint under The Brand House Collective, which includes Bed Bath & Beyond, Kirkland’s, Overstock, and buybuy Baby.
Kirkland’s, after a period of slumping performance, has rebranded as The Brand House Collective, marking an operational reset. The company is in the process of converting approximately 290 Kirkland’s Home stores into Bed Bath & Beyond Home stores, using these existing locations as a foundational footprint for the new concept. The first converted store launched in Nashville in August 2025, with plans to convert at least six stores initially and potentially expand to 75 more by 2026.
As part of reconnecting with Bed Bath & Beyond’s historic customer base, the new Bed Bath & Beyond Home stores honor legacy Bed Bath & Beyond coupons from previous years and are issuing fresh coupons at store openings. This nostalgic move aims to both drive traffic and restore brand loyalty through a well-known customer engagement tool.
The Brand House Collective's strategy also involves integrating multiple home and family brands under a single operational and merchandising umbrella. While specific digital asset strategies are not extensively detailed, it is clear that the use of digital assets likely involves brand licensing and unified brand presentation across physical and digital channels to optimize reach and efficiency.
Beyond Inc., the largest equity holder in tZero Securities, views this move as a "fresh start" and a "powerful addition" to its portfolio, reflecting a strategic pivot to modernize the brand with an emphasis on affordable, quality household products across various rooms in the home. The new Bed Bath & Beyond store in Nashville, Tennessee, which opened on August 8, is being reimagined for how families gather at home today.
The CEO of The Brand House Collective, Amy Sullivan, stated that the new store is a fresh start for a brand that means something special to many families. The first 25 customers who make a purchase at the new store will receive a 10-inch memory foam queen-size mattress called The Beyond Bed.
TZero, a blockchain-based securities platform, did not respond to Retail Dive requests for comment on letters from Marcus Lemonis, the Executive Chairman of Beyond, urging tZero to file a shelf registration or consider leveraging Beyond as a public platform using its existing infrastructure.
Eric Ebert of Shay Capital, a significant shareholder in Beyond, published an open letter commending Beyond for its investment in tZero. The Board of Directors of The Brand House Collective has also been declassified, and will now be elected annually.
In summary, The Brand House Collective’s takeover of Kirkland’s has catalysed a rebranding effort that merges Kirkland’s Home stores into Bed Bath & Beyond Home stores, revives legacy coupon use to reconnect with customers, and positions the Bed Bath & Beyond brand for an expanded and revitalized presence in brick-and-mortar retail supported by a multi-brand strategy.
- The AI-driven retail industry is undergoing a transformation, as The Brand House Collective, an AI-powered merchandising and retail operator, rebrands Kirkland’s Home locations into Bed Bath & Beyond Home stores, marking a strategic shift in the retail landscape.
- In a bid to unify its home-and-garden brands, The Brand House Collective is integrating multiple home and family labels under a single operational and merchandising umbrella, aiming to optimize reach and efficiency.
- The lifestyle sector is experiencing a resurgence, with Beyond Inc., a significant player in the equity market, viewing The Brand House Collective’s strategic move as a "fresh start" and a "powerful addition" to its portfolio, focusing on affordable, quality household products.
- The home-and-garden retail market is not immune to the influence of the financial sector, as demonstrated by TZero, a blockchain-based securities platform, considering leveraging Beyond as a public platform using its existing infrastructure, signifying a significant financial alliance in the industry.
