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Bed Bath & Beyond debuts final owned brand of 2021

Bed Bath & Beyond’s newest owned brand is the holiday-inspired H for Happy.

Bed Bath & Beyond has made good on its promise to launch at least eight store brands in its fiscal year 2021.

The home goods retailer has debuted its eighth store brand, H for Happy, a collection of holiday-inspired and seasonal celebratory goods. The assortment includes modern, brightly-hued holiday decor, kitchen and bath accessories, and home accents. The collection draws on a minimalist design style with a modern take on traditional holiday decor.

Private brands are a key pillar in Bed bath & Beyond’s three-year transformation strategy as it looks to appeal to younger customers and get a bigger share of the $180 billion home goods market

The new H for Happy brand also includes a branded Instagram filter that users can apply to their own photos, seasonally inspired Spotify playlist that can be streamed, and weekly digital content series that offer holiday decorating tips and expert advice on holiday prep, cooking, entertaining and gifting. Additionally, a host of social influencers will showcase how they’ve decorated their living spaces for the holidays with H for Happy products.

“H for Happy brings a whimsical and exciting energy to the holidays with pieces that can effortlessly transform any space into a celebratory space,” said Neil Lick, senior VP of owned Brands at Bed Bath & Beyond. “For anyone who wants to create a festive environment, H for Happy is an uplifting and inspiring solution for year-round memory-making.”

[Read More: It’s all about the experience at Bed Bath & Beyond’s NYC flagship]

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