Bed Bath & Beyond unifies rewards across all banners
Bed Bath & Beyond Inc. is partnering with a loyalty platform to provide a seamless rewards program that covers its entire portfolio.
The company is integrating the Bilt customer identity, loyalty and engagement platform into its growing “Everything Home” portfolio, which now includes Bed Bath & Beyond, The Container Store, Kirkland’s, Overstock and BuyBuy Baby.
[READ MORE: Bed Bath & Beyond purchasing The Container Store for $150M]
Through this partnership, Bed Bath & Beyond and Bilt will jointly connect customer identity, loyalty, and engagement across the retailer’s portfolio while allowing each brand to maintain its distinct positioning, voice and customer experience.
“Everything Home is about meeting customers where they are in life and staying relevant as their needs evolve,” said Marcus Lemonis, CEO and executive chairman of Bed Bath & Beyond. “That requires a connected platform behind the scenes that works across brands, not another layer of fragmentation. Bilt gives us the ability to recognize our customers, reward long-term engagement, and build lasting relationships across the full home journey.”
The platform is designed to scale with Bed Bath & Beyond’s growing portfolio and provide. single sign-on and persistent customer profile that enables recognition across the company’s brands and channels. Flexible rewards and benefits will be tied to engagement, lifestyle and services as well as transactions and Bed Bath & Beyond will obtain a shared view of customer activity to aid personalization.
The platform will integrate with Bed Bath & Beyond’s existing commerce and operating systems, minimizing disruption while enabling future expansion into new categories and services.
“At Bilt we connect the home to neighborhood commerce,” said Ankur Jain, Founder and CEO of Bilt. “Bed Bath & Beyond is taking a long-term view of the home category by building a connected platform with Bilt that grows with the customer, while rewarding them. This partnership brings together our shared values around durability, flexibility, and putting the customer relationship at the center of everything we do.”
Bed Bath & Beyond in expansion mode
Bed Bath & Beyond is entering this partnership with Bilt to deliver a consistent rewards offering as the company has been growing through a variety of acquisitions. In addition to its recent purchase of The Container Store, the retailer has signed a letter of intent to acquire the equity interests and substantially all assets of F9 Brands Inc., which owns and operates Lumber Liquidators as well as Cabinets To Go, Gracious Home / Thos. Baker, and Southwind Building Products.
Bed Bath & Beyond sees particular synergies between F9’s Lumber Liquidators brand and The Container Store’s Sweden-based Elfa customizable closet systems, shelving solutions, and space optimization products brand, which Bed Bath & Beyond executive chairman and CEO Martin Leominis publicly called “one of the most important growth engines to be included within our Home Services platform,” as well as its Chicago-based custom closet and organizer provider Closet Works subsidiary.
Those moves followed a fall 2025 merger deal that saw Bed Bath & Beyond acquire The Brand House Collective (formerly Kirkland’s) for $26.8 million.
