Buy Buy Baby e-commerce site reopens in time for Mother’s Day
The online shopping site for Buy Buy Baby is back open – on schedule and aligned with a holiday very relevant to its core customer base.
Beyond Inc., the parent company of Bed Bath & Beyond and Overstock which purchased Buy Buy Baby from Dream on Me for $5 million in February 2025, has reopening the specialty baby products retailer on the previously announced date of Thursday, May 8, 2025, three days before Mother’s Day.
[READ MORE: Buy Buy Baby re-opening online in May; offers tokenization]
The grand online re-opening of Buy Buy Baby kicks off with a “Welcome Baby” event featuring special offers that include daily giveaways on social media featuring premium baby bundles valued at more thn $100, a 10% off for first-purchase email subscribers and more.
"We are thrilled Buy Buy Baby is back together with Bed Bath & Beyond to create key life stage shopping moments," said Marcus Lemonis, executive chairman and principal executive officer of Beyond Inc. "The seamless integration of curated product assortment, intuitive site experience and targeted marketing represents our commitment to meeting the needs of today's parents with our ‘Welcome Baby’ event."
In addition, a subsidiary of Beyond will be launching a crowdfunding offering of a tokenized digital security linked to certain Buy Buy Baby intellectual property on the tZERO brokerage platform. (Beyond's three-part strategy includes two initiatives with fintech firm tZero which launched in late April.)
Buy Buy Baby – a recent history
Buy Buy Baby was formerly owned by Bed Bath & Beyond, which filed for Chapter 11 bankruptcy protection in April 2023. The Bed Bath & Beyond brand was sold to Overstock.com (which subsequently changed its name to Beyond) while the intellectual property of Buy Buy Baby was sold in July 2023 for $15.5 million to baby products company Dream on Me. (The stores for both brands all went dark as part of the bankruptcy.)
Under Dream's ownership, Buy Buy Baby announced it would close its fledgling brick-and-mortar operation and transform to a digital-first brand in October 2024. The retailer held going-out-of-business sales at its 10 physical stores, which were closed by the end of 2024.
Based in Murray, Utah, Beyond Inc. is an e-commerce-focused retailer with an affinity model that owns or has ownership interests in various retail brands. The company currently owns Bed Bath & Beyond, Overstock, Buy Buy Baby, and other related brands and websites as well as a blockchain asset portfolio.
