Retail chain Bed Bath & Beyond will honor outdated coupons in its newly opened locations
Bed Bath & Beyond is set to make a comeback next month with the opening of a new store in Nashville, Tennessee, marking the first step in a strategic partnership with The Brand House Collective. The Brand House Collective, formerly known as Kirkland's, rebranded in June 2025, signifying a new corporate identity focused on revitalizing well-known retail brands.
The new Bed Bath & Beyond Home store, opening on August 8, 2025, is a fresh start for the iconic brand. Amy Sullivan, CEO of The Brand House Collective, has stated that the new store aims to offer a modern take on family living, blending nostalgia with innovation.
The Nashville store will honor the use of old coupons at the new location and will provide new coupons to customers, aiming to appeal to former customers and attract new ones. The first 25 customers who make a purchase at the new store will receive a special gift - a 10-inch memory foam queen-size mattress called The Beyond Bed.
Around 290 Kirkland's locations will serve as the "foundational footprint" for Kirkland's Home, Bed Bath & Beyond Home, and Overstock. The Brand House Collective is tasked with converting Kirkland's Home stores to Bed Bath & Beyond Home stores as part of the strategic partnership.
Eric Ebert of Shay Capital, a significant shareholder in Beyond, published an open letter commending Beyond for its investments in companies such as tZero, the brokerage platform operator, and Beyond's largest equity holder. However, Beyond did not immediately respond to a request for comment from Retail Dive regarding the open letter.
Beyond has ingrained itself deeper into the world of digital assets, describing itself as the owner of a "blockchain asset portfolio." Beyond Inc. acquired Kirkland's IP for $5 million with plans to license it back. Beyond, through two different subsidiaries, has debuted crowdfunded offerings of digital tokens connected to certain IP for the BuyBuy Baby and Overstock banners. Beyond provided Kirkland's with $17 million in debt financing in October, marking the beginning of their strategic partnership.
This partnership between Beyond and The Brand House Collective represents a significant step in the revitalization of the Bed Bath & Beyond brand, offering a unique blend of legacy branding and a contemporary retail experience.
[1] Retail Dive. (2025, July 1). The Brand House Collective rebrands as it prepares to convert Kirkland's stores to Bed Bath & Beyond Home. Retrieved from https://www.retaildive.com/news/the-brand-house-collective-rebrands-as-it-prepares-to-convert-kirklands-stores-to-bed-bath-beyond-home/615165/
[2] Retail Dive. (2025, August 1). Bed Bath & Beyond's brick-and-mortar presence returns next month with an appeal to former customers. Retrieved from https://www.retaildive.com/news/bed-bath-beyond-brick-and-mortar-presence-returns-next-month-with-an-appeal-to-former-customers/615461/
- The strategic partnership between Beyond and The Brand House Collective is a significant step in the revitalization of the Bed Bath & Beyond brand, offering a unique blend of legacy branding and a contemporary retail experience.
- Amy Sullivan, CEO of The Brand House Collective, has stated that the new Bed Bath & Beyond Home store aims to offer a modern take on family living, blending nostalgia with innovation.
- Beyond, through two different subsidiaries, has debuted crowdfunded offerings of digital tokens connected to certain IP for the BuyBuy Baby and Overstock banners, demonstrating their ingrained presence in the world of digital assets.
- Around 290 Kirkland's locations will serve as the "foundational footprint" for Kirkland's Home, Bed Bath & Beyond Home, and Overstock, signifying a substantial expansion for the home and garden segment of the businesses involved in this partnership.
