Bed Bath & Beyond looks to boost personalization category with new acquisition

Bed Bath & Beyond hopes its newest acquisition will help it “get personal” with its shoppers.



The home goods retailer has acquired PersonalizationMall.com, a pure play retailer that creates customized merchandise and gifts, for approximately $190 million in cash. Bed Bath & Beyond expects the purchase to expand the breadth of its growing product personalization category, and expand its portfolio of differentiated merchandise that commemorates milestone events and special occasions, such as weddings, birthdays, holidays and the welcoming of a child.



“We view personalization as a significant opportunity for us to create additional differentiation, and enable us to do more for and with our customer,” said Steven Temares, CEO, Bed Bath & Beyond. “We look forward to supporting PersonalizationMall.com as they continue to improve the customer experience by enhancing their product mix, upgrading their e-commerce website and driving optimization of their marketing initiatives.”



Bed Bath & Beyond said the acquisition will not have a material effect on its fiscal 2016 third quarter ending on Nov. 26, 2016. The chain will report third quarter results on Dec. 21.