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04/12/2021

Bed Bath & Beyond in new effort to take lead in $180 billion home market

Marianne Wilson
Editor-in-Chief
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Bed Bath & Beyond is launching one of its biggest brand campaigns ever in a move to position itself as the leading authority in home goods. Store employees will be outfitted with uniforms as part of the initiative.

The retailer’s new  "Home, Happier” campaign, part of the chain’s strategy to reinvent its business around the customer, will be brought to life through its in-store and online customer experience and also through a marketing campaign aimed at inspiring customers to celebrate the important role that home plays in their lives. Bed Bath & Beyond said “Home, Happier" is focused on its belief that a home is “a feeling that is created by every moment, in every room

The integrated campaign will be anchored by TV spot that will begin airing nationally on April 14. It also features a suite of creative assets that includes national broadcast and cable TV, streaming online video, paid social, print, in-store, email and display.

The retailer said that its store employees will play an important role in bringing "Home, Happier" to every interaction with customers. The employees will be outfitted with uniforms that reflect the brand's identity, including aprons, new name tags, branded face coverings and more. 

“The new uniform is designed for the comfort of associates, but also reflects the company's commitment to making customers feel welcome and enabling them to easily find a store associate,” Bed Bath & Beyond stated.

The new campaign comes amid a big private label push by Bed Bath & Beyond. The company will launch at least eight store brands in fiscal 2021— six in the first part of year — as it looks to appeal to younger customers and get a bigger share of the home goods market. In total, at least 10 owned brands will be introduced in the next two years.

Bed Bath & Beyond said its new brand positioning was inspired by its recent "Home, Happier" survey, in which 69% of Americans agreed that their home impacts their overall happiness. Sixty-six percent of respondents agreed that when they dislike the way their home looks, it negatively impacts their overall happiness.

“With these and other key findings as inspiration, we are re-imagining our brand by helping customers unlock the magic in every room with everything they need to 'Home, Happier,’’’ said Cindy Davis, executive VP and chief brand officer of Bed Bath & Beyond and president of Decorist. “This is not only a promise to our customers; it is the building block of how we are transforming our business – so that everything we do is focused on helping our customers realize each room's potential so they can embrace the possibility in every day.”