Beyond, parent company of Bed Bath & Beyond and Overstock, has reached an agreement to acquire the Buy Buy Baby brand’s global rights for $5m from BBBY Acquisition.
The deal, which will expand Beyond’s retail footprint, encompasses intellectual property, some assets, vendor relationships, databases, content and domains related to Buy Buy Baby.
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The strategic move aligns with Beyond’s mandate to operate a profitable company focused on traditional revenue and earnings growth.
Beyond executive chairman Marcus Lemonis said: “Bed Bath & Beyond and Buy Buy Baby have historically been synonymous with supporting families, their homes and all of life’s milestones.
“Our goal is to go beyond the traditional omnichannel mindset, focusing on the four corners of the property, and the four walls of the home. It is our objective to help homeowners enhance, protect and unlock the value of their most important assets and information related to their homes and lives.”
The acquisition paves the way for Kirkland’s, an omnichannel partner of Beyond, to integrate Buy Buy Baby into Bed Bath & Beyond stores or establish standalone locations.
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By GlobalDataThe in-store experience aims to become a destination for parents, offering a curated selection of top brands for all stages of childhood.
Beyond is considering two separate tokenisations on blockchain-based trading platform tZERO platform. One is a digital dividend for current Beyond holders as of a certain date; the other is an offering for new investors interested in owning a share of the intellectual property.
Both offerings aim to provide a revenue share on omnichannel revenue generated by the brand and loyalty benefits across the Beyond platform.
The company is also exploring the use of tZERO’s blockchain technology in conjunction with the assets of Buy Buy Baby to create a comprehensive ledger recording significant life events from birth onwards.
In September 2024, Beyond announced the launch of a new international licensing initiative to extend its reach through various channels, beginning with the Bed Bath & Beyond brand.
