Bed Bath & Beyond debuts final owned brand of 2021

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 a 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]