Bed Bath & Beyond is back: Kirkland’s to rebrand all stores and open more in attempt to revive beleaguered brand
This iconic US home brand is making a comeback
- Kirkland’s Home is set to rebrand 250 to 275 of its stores across 35 US states as Bed Bath & Beyond Home locations over the next two years.
- This strategic move follows a $10 million deal, finalised on 15 September, where The Brand House Collective sold the Kirkland’s Home intellectual property to Bed Bath & Beyond Inc.
- Approximately 25 existing Kirkland’s locations are scheduled to close by January, while the first two Bed Bath & Beyond Home stores under this conversion have already opened in Tennessee.
- The rebranding aims to preserve Bed Bath & Beyond's "house of brands" legacy, combining national names in home goods with Kirkland’s Home seasonal décor, with each store conversion costing under $100,000.
- The Brand House Collective reported a decline in its second-quarter sales to $75.8million $86.3 million the previous year, with gross profit also falling to $12.4 million.