New owner to relaunch Bed Bath & Beyond in August

U.S. consumers will soon be able to shop at Bed Bath & Beyond again — but only online.

Overstock bought the intellectual property and digital assets of Bed Bath & Beyond in June. The online home furnishings retailer subsequently said  it would soon start operating its website under the Bed Bath & Beyond name, with the change starting in Canada.

 “The acquisition of the Bed Bath & Beyond brand is the beginning of a new phase of growth for us,” said Overstock CEO Jonathan Johnson in the company’s second-quarter earnings release on Thursday. “The successful launch and early performance of our Bed Bath & Beyond business in Canada has been encouraging. The Bed Bath & Beyond brand is strong. In Canada, customers want to buy – and are comfortable buying – from the new Bed Bath & Beyond website.”

On Overstock’s earnings call, Johnson said the Canadian site went live with the change on June 29. The U.S. site is next.

“We continue to target an early August launch in the U.S. now that the Bed Bath & Beyond brick-and-mortar stores are expected to close this weekend,” Johnson said.

The new website, he told analysts, will offer a familiar brand experience.

“The customer experience will be consistent with the great customer experience we have been providing,” he said.

 One thing that Overstock is not bringing back are Bed Bath & Beyond’s iconic blue-and-while printed coupons.  The company will use its mobile app, which is being rebranded to Bed Bath & Beyond, to offer promotions and discounts to customers.

In addition,  Overstock's loyalty program, Club O, is being changed to Welcome Rewards, the name of Bed Bath & Beyond's loyalty program.