Bed Bath & Beyond Parent Launches Global Licensing Program

Bed Bath & Beyond is slated to open stores again, but this time in Mexico.

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The new stores are part of a new global licensing program, the home retailer’s parent Beyond Inc. said. “Negotiations are in progress for stores in other key markets around the globe,” Beyond said of store plans for more doors down the road.

Beyond is starting the global licensing program with the Bed Bath & Beyond name. “The program will be international in scope and is designed to bring the brand to consumers in multiple ways,” the company said.

Among the first of licensees signed is a category license with PEM America, a home textiles manufacturer. The license includes fashion bedding, utility bedding, sheets, bath linens and accessories, and window and soft home décor.

“We’re thrilled to bring the beloved Bed Bath & Beyond brand back to life in this new and exciting way,” Beyond’s executive chairman Marcus Lemonis said. “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.”

While Beyond is starting with its key home banner, the licensing program could include the company’s Overstock and Zulily brands, as well as other direct-to-consumer brands, down the road.

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Beyond, formerly Overstock.com before its rebranding, acquired certain assets, including intellectual property assets, of bankrupt Bed Bath & Beyond for $21.5 million in June 2023. That acquisition included the Wamsutta home textiles brand. In April 2024, Beyond sold the Wamsutta brand to Indo Count for $10.25 million. A regulatory filing at the time said the Wamsutta sale allowed Beyond to recover 48 percent of Bed Bath & Beyond’s $21.5 million purchase price.

Meanwhile, the Zulily flash-sale platform is up and running. Beyond acquired the brand this past March for $4.5 million.

As for the platform, a note on the site said Zulily is staring small, giving its “very best customers” a “tiny taste of what’s coming” as they help build the Zulily community back up. The site also has promise for its customers: “Coming Soon: a much bigger & better Zu!”

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