Overstock.com e-commerce site to change name to Bed Bath & Beyond

Overstock.com is moving full speed ahead with its purchase of the intellectual assets of Bed Bath & Beyond.

The online home furnishings retailer said that it would soon start operating its website under the Bed Bath & Beyond name. The change will start within the next week, with Overstock re-launching the Bed Bath & Beyond domain in Canada. It will be followed weeks later with the launch of a refreshed website and mobile app in the United States.  

With the changes, customers who visit overstock.com in the U.S. and Canada will be redirected to bedbathandbeyond.com, which will sell furniture and home decor. In addition,  Overstock's loyalty program, Club O, is being changed to Welcome Rewards, the name of Bed Bath & Beyond's loyalty program.

“Bed Bath & Beyond is an iconic consumer brand, well-known in the home retail marketplace,” stated Overstock.com CEO Jonathan Johnson. “The combination of our winning asset-light business model and the high awareness and loyalty of the Bed Bath & Beyond brand will improve the customer experience and position the company for accelerated market share growth.” 

Overstock.com announced the news after a bankruptcy court judge gave the green light to the company’s $21.5 million acquisition of Bed Bath & Beyond’s intellectual property and digital assets. (The transaction excluded any asset associated with the brick and mortar business of the bankrupt retailer.)

According to a report by The New York Times, Overstock plans to eventually bring back Bed Bath & Beyond’s wedding registry. The report also said that Overstock is considering renaming its business entirely, with Bed Bath & Beyond one of the names under consideration. The possible name change reflects Overstock’s updated business model. The company was founded in 2019 as a liquidator, but has since transformed itself into an online retailer of furniture and home items.

“I can’t tell you how many times I’ve been asked over the years when we’re going to change the name of Overstock,”  Johnson told the Times.