Beyond in content partnership with X; relaunches Overstock site

Beyond, Inc.
Beyond's brand portfolio includes Overstock, Zulily and Bed, Bath & Beyond.

The parent company of Bed, Bath & Beyond, Overstock, Zulily and other brands said it has entered into a “robust partnership” with X, the social media platform formerly known as Twitter.

Beyond Inc. also announced the relaunch of, which went dark after the company’s acquisition of Bed, Bath & Beyond. With an expanded product selection, the new mandate for is "crazy good deals"  — up to 30-70% off, the company said.

“Today is a pivotal day for Overstock, as we relaunch this brand by taking it back to its roots with the categories we know drive growth,” said Dave Nielsen, CEO of Overstock. “Over the next several months we will be rolling out additional categories and vendors in addition to the core focus of furniture, patio, rugs and jewelry."

The relaunched Overstock platform features several enhancements designed to improve the experience and sales conversion.

“The relaunch of comes at a time of significant growth and innovation for the company, as it continues to expand its product offerings, invest in technology, and put our customers and vendors as our priority,” said Marcus Lemonis, executive chairman of Beyond. “We believe that the return of legacy categories and the establishment of new ones will assist in the mandate to grow the active customer file and increase market share overall for Beyond.”

X Partnership 

Beyond is teaming up with X to deliver custom short- and long-form content, develop customer acquisition and retention strategies and spotlight the companies' brands on key tent-pole events and holidays. 

“We are thrilled to be an integrated partner with X as they help us engage more effectively across their 100-million-plus U.S. users with both creative content and brand-specific promotional messaging, said Marcus Lemonis, executive chairman, Beyond. (Lemonis is also the CEO of Camping World.) “We recognize the power of the X platform and level of engagement users have with it.”

Beyond’s has a portfolio of online-only brands that include Bed, Bath & Beyond and  In March, the company acquired the intellectual property and other brand assets related to flash sale pioneer Zulily, which ended operations at the end of 2024. It plans to relaunch the Zulily platform late in the second quarter of this year.

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