Buy Buy Baby re-opening online in May; offers tokenization
Buy Buy Baby's e-commerce site is set to reopen — just in time for Mother’s Day.
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, is reopening the specialty baby products retailer on Thursday, May 8, 2025, three days before Mother’s Da
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.
To mark Buy Buy Baby's online relaunch under the ownership of Beyond, customers can take part in a "Baby Days" event featuring daily giveaways, top-rated baby essentials, and registry picks.
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.)
"I have been focused on returning buybuy BABY to its original growth partner -- Bed Bath & Beyond," said Beyond executive chairman and principal executive officer Marcus Lemonis. "The rebirth of this brand and digital security issuance mark a new beginning for an iconic American retailer. The tokenization of ‘BABY’ offers an exciting opportunity to monetize the intellectual property and share in future success and growth of the retail business.”
Overstock to host spring sale, launch tokenization
Beyond Inc. brand Overstock is also preparing for a sale and the introduction of a tokenized digital security. To commemorate Overstock’s founding in spring 1999, from April 24-28, from April 24 to April 28, the company will offer discounts on closeout deals for items including rugs, patio furniture, living room furniture, home décor, bedding, mattresses, and jewelry.
In addition, on Thursday, April 24, 2025, Beyond subsidiary Commercial Strategies, Inc. will release the ‘O’ digital security token offering on tZERO’s brokerage platform.
Beyond Inc., based in Murray, Utah, is an e-commerce focused affinity company that owns or has ownership interests in various retail brands. The company currently owns Bed Bath & Beyond, Overstock, BuyBuy Baby, and other related brands and websites.
