Kirkland's Inc. to rebrand; 'move forward' with smaller footprint, store conversions
Kirkland’s Inc. is set to undergo a rebrand and corporate name change – as well as accelerate store conversions into new Beyond portfolio locations.
Pending shareholder approval at the company's annual meeting on July 24, Kirkland’s Inc. will change its corporate name to The Brand House Collective, Inc. The company says the chnge reflects its transformation into a “multi-brand merchandising, supply chain and retail operator.”
In addition to the rebrand, Kirkland’s says it will undergo an “operational reset” to streamline its physical footprint. Kirkland's currently has 313 stores in 35 states, but says it plans to "move forward" with approximately 290 locations as the "foundational" footprint for Kirkland's Home, Bed Bath & Beyond Home and Overstock stores.
The launch of Bed Bath & Beyond Home stores will be done through full-market conversions of existing Kirkland's Home stores. The first location is planned to open in Brentwood, Tenn. in August 2025, with five more to follow in the market. The Greater Nashville area was selected as the launch market given the presence of Kirkland’s headquarters.
Pending the results, the company says it plans to convert approximately 75 stores through 2026. To support the brand transition, drive awareness and accelerate growth, the Kirkland's Home website will be co-branded with Bed Bath & Beyond Home, creating a unified online experience as store conversions begin.
In addition, Kirkland’s will open Overstock brand's first-ever physical store in Nashville, with plans to expand to approximately 30 locations after the initial pilot. The company also says it is finalizing store designs for BuyBuy Baby and other potential concepts for its multi-brand strategy under the new Brand House Collective name.
"From the moment our partnership with Beyond began it was clear that our model needed to evolve,” said Amy Sullivan, CEO of Kirkland’s. “The Brand House Collective is more than a new name – it's a bold declaration of where we're headed, We're aligning our identity with our vision to become a multi-brand merchandising, supply chain and retail operator – and backing it with decisive actions to strengthen our foundation: reducing excess inventory, closing underperforming locations, optimizing real estate assets, and enhancing talent across the organization. We are building a leaner, flatter and performance-led organization – driven by transformation, anchored in accountability, and powered by new ideas that we believe will deliver results."
[READ MORE: Beyond to acquire Kirkland’s IP for $5 million]
Additionally, Kirkland’s announced that it bolstered its leadership team ahead of the brand transition.
- Jamie Schisler, chief operating officer Responsible for overseeing operations including planning & allocation, marketing, e-commerce and technology, Schisler brings over two decades of specialty retail experience and has led strategic transformation and concept innovation at leading brands including Abercrombie & Fitch, Express and UpWest.
- Kerri Dlugokinski, VP, general merchandising manager, Bed Bath & Beyond Home Dlugokinski will lead all aspects of merchandising for the brand. She has more than 20 years of experience at Target Corporation, where she held leadership roles across both fashion and home categories.
- Courtenay Adolf, VP of supply chain With responsibility for global sourcing, transportation and distribution centers, Adolf brings decades of experience leading supply chain strategy and network optimizations that improve efficiency and reduce cost for companies including Target, CSS Industries and Eversana.
"This is a defining moment for our company,” added Sullivan. “As we transition into The Brand House Collective, we are building a team that reflects the future we're creating – bold, customer obsessed and rooted in merchant excellence. As we move forward, we will continue to strengthen our bench with the talent needed to drive performance, profitability and long-term growth."
