Overstock.com has breathed new life into Bed Bath & Beyond (BBB), by assuming its iconic brand identity across all e-commerce channels following a $21.5 million purchase of BBB’s intellectual property. Overstock, originally perceived as a clearance outlet, sought an affordable rebrand that didn’t lose its core housewares focus. Acquiring BBB’s well-known brand provided this opportunity, expanding Overstock’s offerings and customer base without bearing the burden of physical stores or inventory.
This move underscores the idea that brands can outlive companies, surviving through mismanagement or bankruptcy, and can provide golden opportunities for rejuvenation to astute businesses. Notably, Overstock aims to retire its brand name in Favor of BBB, a testament to the strength and recognition of the acquired brand.