American retailers have been on a rollercoaster for the last few years. First, the pandemic reduced foot traffic in stores across the country, which changed consumers’ shopping habits, even as in-store shopping resumed.
More recently, uncertainty around tariffs has caused all sorts of reverberations in the business world.
Dozens of well-known names have closed underperforming stores and, in some cases, shut down altogether.
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Joann, the crafting and sewing leader, fast-fashion brand Forever 21, and Party City all closed down, citing everything from debt to changing consumer behavior, declining sales, and competition from online businesses like Amazon and retailers like Walmart that are more adept at e-commerce.
Bed Bath & Beyond was another victim of the retail apocalypse, filing for Chapter 11 bankruptcy in April 2023 and closing all its brick-and-mortar stores.
Now, a one-time competitor will lean on the brand’s recognition as it works to start its own fresh chapter, which centers on “life’s moments in every room where families gather, entertain, rest, and relax.”
Bed Bath & Beyond will return to the brick-and-mortar scene.
Image source: Shutterstock
Kirkland’s will relaunch under new name
Kirkland’s, a home-goods brand familiar to suburban shoppers in 35 states, especially in the South and Eastern U.S., is reinventing itself using the Bed Bath & Beyond name and committing to a new strategy, counting on Bed Bath & Beyond, one of the retail’s most recognizable brands, to give it a boost.
Kirkland’s just announced it plans to rebrand as The Brand House Collective and will serve as an umbrella company for several other home-good-focused brands besides Bed Bath & Beyond, including Overstock and Buybuy Baby.
Kirkland’s will redesign stores, open new ones, and close others. It also announced a leadership overhaul.
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The company is bringing in veterans from retailers like Camping World, Crate & Barrel, and Pier 1 Imports, along with a slate of experts in retail finance and accounting.
The shift comes less than a year after Beyond Inc. (formerly Overstock.com) acquired Bed Bath & Beyond’s intellectual property following the 2023 bankruptcy. Beyond also acquired Kirkland’s IP in a $5 million acquisition.
More on retail and bankruptcy:
Walmart store closing, auctioning off laptops and flat screen TVs Home Depot CEO sounds the alarm on a growing problem Famous restaurant files for Chapter 11 bankruptcy
Now, Bed Bath & Beyond has a chance to return to its brick-and-mortar roots.
“The Brand House Collective is more than a new name — it’s a bold declaration of where we’re headed,” said Kirkland’s CEO Amy Sullivan in an announcement. “This is a defining moment for our company. As we transition into The Brand House Collective, we are building a team that reflects the future we’re creating — bold, customer-obsessed, and rooted in merchant excellence.”
Bed Bath & Beyond stores re-opening soon
Kirkland’s plans to reduce its store count from 313 to around 290, closing underperforming locations and streamlining operations.
At the same time, it will begin opening new Bed Bath & Beyond Home stores, starting with six in the Nashville area this August and another five by year’s end. More than 75 new stores are planned for 2026.
In addition, the company will pilot Overstock physical retail locations in the Nashville area, with a goal of reaching 30 stores nationwide following the test.
Kirkland’s online presence will also change, rebranding its website as “Kirkland’s Home x Bed Bath & Beyond Home” to reflect the multi-brand approach.
Related: Another popular home goods shuttering dozens of locations
Beyond Inc. is funding much of this transformation. In addition to the $5 million IP purchase, it is providing $17 to $25 million in debt financing, with the option to convert that debt into up to 95% ownership of the restructured business.
Bottom line: Beyond Inc. is betting big on physical retail, even as the industry continues shifting toward online.
The rebranding to “The Brand House Collective” will be put to a shareholder vote at Kirkland’s annual meeting in July. If approved, the company will change its stock ticker from KIRK to TBHC, signaling a new era for the business.
