Bed Bath & Beyond continues private label push

Bed Bath & Beyond has launched its fifth owned brand this year.

The retailer’s new Wild Sage line features a wide assortment of stylish home goods — including bedding, decor, furniture, bath products and table linens — targeted at fashion-forward, younger shoppers. The globally inspired brand is being launched ahead of the crucial back-to-school season when consumers start to stock up on goods for the return to college dorms and apartments. 

Wild Sage prices range from $20 to $80 for bedding, $5 to $25 for table linens, $25 to $200 for décor and $4 to $40 for bath. Furniture prices range from $50-$150 for furniture.

Bed Bath & Beyond will launch at least eight store brands in fiscal 2021 as it looks to appeal to younger customers and get a bigger share of the $180 billion home goods market. In total, at least 10 owned brands will be introduced in the next two years. Exclusive brands are a key component of Bed Bath & Beyond’s three-year transformation strategy as the retailer looks to triple the sales penetration of owned brands from 10% to approximately 30% during three years while driving improvements in gross margins. 

"Wild Sage speaks to our young, fashionable and on-trend customers looking to express themselves and create a personal space that tells their unique story," said Joe Hartsig, executive VP and chief merchandising officer at Bed Bath & Beyond and president of Harmon Stores. “Your home should be an expression of you—your experiences, your travels, your sense of humor, your energy—and your decor should reflect that, whether through a colorful rug that reminds you of an unforgettable destination you've explored, or an eclectic mix of throw pillows on your sofa that evokes your personality."