Bed Bath & Beyond launches its second-ever private label brand

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Bed Bath & Beyond launches its second-ever private label brand

By Marianne Wilson - 09/23/2019
Bed Bath & Beyond is leveraging the popularity of digitally native One Kings Lane, which it acquired in 2016.

The retailer announced the launch of One Kings Lane Open House, its second private label home furnishings brand. The product lineup includes a wide array of furniture and décor, ranging from large-scale sofas, tables and bookcases to accent seating, mirrors, wall art, lamps, rugs, throw pillows and more. Prices range from $34.99 for decorative accessories to $1,199.99 for furniture pieces.

The new brand will be available online, on both Bed Bath & Beyond’s and One Kings Lane’s websites. It follows the launch of the chain’s first-ever private label brand, Bee & Willow Home.

“The collaboration with Bed Bath & Beyond allows One Kings Lane to share the brand with a new audience of customers and design enthusiasts," said Debbie Propst, president of One Kings Lane and chief brand officer of Bed Bath & Beyond. "This collection is tailor-made for our design-savvy shoppers. We are thrilled to offer our customers an accessible take on the chic aesthetic of One Kings Lane by offering lavish and livable looks. This launch is another step in bringing a meaningfully differentiated assortment to Bed Bath & Beyond customers."

Bed Bath & Beyond is working to transform its struggling namesake brand. Earlier this month, the retailer detailed several short- and long-term initiatives, including a pre-holiday refresh of some 160 locations.