Beyond Inc. changing name, ticker symbol
The owner of Bed Bath & Beyond, Overstock, Buy Buy Baby and a blockchain asset portfolio is rebranding.
Beyond Inc. will change its corporate name to Bed Bath & Beyond Inc. and its common stock will begin trading under the ticker symbol BBBY on the New York Stock Exchange effective Friday, Aug. 29, 2025.
The renewed brand will combine its billion-dollar BedBathandBeyond.com platform with localized stores offering curated assortments in small to midsize locations.
[READ MORE: Beyond to open Overstock stores, test BuyBuy Baby location]
"Our name change is highlighting one of the most valuable pieces of intellectual property that investors and consumers know today and does not change our intense focus on growing revenue, achieving profitability in the near term, and monetizing valuable blockchain assets," said Marcus Lemonis, executive chairman and principal executive officer, Beyond Inc. "We remain laser focused on growing the Bed Bath & Beyond brand, building Overstock.com back to a billion-dollar nameplate and unlocking value within our blockchain assets."
Beyond Inc. will continue to trade with ticker symbol BYON until the close of market on Thursday, Aug. 28, 2025. Bed Bath & Beyond Inc. will begin trading with ticker symbol BBBY when markets open on Friday, Aug. 29, 2025.
No action is required by existing shareholders with respect to the name and ticker symbol change. The company’s common stock will continue to be listed on the NYSE and its CUSIP identifying number will remain unchanged.
"Accelerating growth and profitability for the Bed Bath & Beyond brand requires capital allocation discipline, increased use of data science, improvements in our BedBathandBeyond.com platform, and the return of some of America’s most trusted consumer brands to its omnichannel offering," said Lemonis. "The Bed Bath & Beyond comeback is underway with its first store conversion in Nashville, which has experienced significant traffic and revenue alongside nationwide media coverage with a de minimis capital investment.”
In addition, during the next 24 months, the companies plan to convert additional Kirkland’s locations into small to midsize format Bed Bath & Beyond and buybuy Baby stores, and will continue to accept the Bed Bath & Beyond coupon, no matter how old, both online and in-store. Beyond Inc. entered into an agreement to acquire Kirkland’s intellectual property for $5 million in May 2025.
