Bed Bath & Beyond Relaunches

Beyond Inc. (Midvale, Utah) has launched a new global licensing program for Bed Bath & Beyond that will bring the brand to consumers in multiple ways, including a licensing agreement for BB&B stores in Mexico and other major markets around the globe. (The company did not offer specifics about the latter in the news release on its plans.)

The company also unveiled a product licensing agreement with PEM America that includes BB&B’s entire product category base, including fashion bedding, utility bedding, sheets, bath linens and accessories, and window and soft home décor. Those goods, in turn, will be sold by other retailers, including mass market, off-price and online marketplaces. (No specific retailers were mentioned in the release.)

“We’re thrilled to bring the beloved Bed Bath & Beyond brand back to life in this new and exciting way,” said Marcus Lemonis, Executive Chairman of Beyond Inc. “Through affordable, quality goods that will soon be on retail shelves – both physical and online – we’re reinvigorating the brand and returning it to its core. The Bed Bath & Beyond brand is both aspirational and attainable, and our brand will continue to reflect these values.”

The above moves come in the aftermath of Beyond Inc.’s purchase last year of certain intellectual property assets from a bankrupt Bed Bath & Beyond for $21.5 million. In addition to BB&B, the company owns Overstock, Baby & Beyond and Zulily.