Community Chat

[shoesnbags]

Overstock.com one of the biggest names in e-commerce, is ditching its name for something just as recognizable: Bed Bath & Beyond.

The change comes following a judge’s approval of Overstock’s purchase of the bankrupt brand’s name, domain and loyalty program assets earlier this week for more than $21 million. However, the acquisition doesn’t include the Bed Bath & Beyond brick-and-mortar stores, which are closing.

Calling the acquisition a “significant and transformative step,” Overstock CEO Jonathan Johnson said in a press release that “combining the strengths of the Overstock operational model and the Bed Bath & Beyond brand will create a powerful synergy.”

[shoesnbags]

Shares of Overstock jumped more than 15% in Thursday trading following the news.

Shoppers in Canada will see the changes first. Overstock plans to relaunch that country’s website with a new look, then follow weeks later with a new shopping experience using the Bed Bath & Beyond branding for the United States. Overstock’s loyalty program, Club O, is also being changed to Welcome Rewards, the name of Bed Bath & Beyond’s program.

Perhaps using the recognizable name could give Overstock sales a lift, which has sagged in recent quarters mirroring its rivals’ pains, including Wayfair. Both have experienced a slowdown in furniture and the home goods sales  after a pandemic-induced boom in 2020 and 2021 when many customers, unable to travel or go to the office, spent money redecorating their homes.

The name change “makes sense” in the eyes of Neil Saunders, retail analyst and managing director at GlobalData Retail, who told CNN the “change is one that should not be too confusing to consumers.”

[On It]

Overstock's name implies stuff they got at a discount because the manufacturer needed to unload it. I thought that may have been their original business model. They changed their focus, but were stuck with the domain name.

This could give them a clear identity and purpose. I hope it works.

[ValuSkr]

No official word on whether Overstock will give 20% off coupons (or coupon codes) but it is doubtful.

The nice thing about BB&B was having a bricks-and-mortar store with a decent selection and easy returns.  Overstock.com won't have that.  So, I think the only thing they gain by adopting the new name is (1) the new name is well-known and (2) they get to ditch "overstock," which didn't represent them anymore.

[phoenixbrd]

Hope so....we'll see.  The coupons were an incentive with BB&B as well as the ability to touch/feel the merch in the store.

[Desertdi]

When Macy's took over ALL the better  dept stores...the result was NOT an improvement.

[We rescue cats]

I don't know why they would do this unless they want the storefronts. I often browse their site but am not a regular buyer. I really miss Bed, Bath and Beyond. we were great fans of theirs with or without coupons.

[THEY CallMe Mr Wilkes]

Overstock absolutely does not want the stores and they were not part of the transaction. 

All BBB existing store location leases have been auctioned off by the Bankruptcy Court separately. 

[shoesnbags]

---

@Desertdi wrote:

When Macy's took over ALL the better  dept stores...the result was NOT an improvement.

---

@Desertdi 

I've seen this mentioned often on these boards. But I just wanted to say that when Macy's came into this area (in the 80s), they didn't "take over" any stores that were already here.  They were an addition to the stores we already had. So no bad feelings whatsoever for Macy's.

[granddi]

---

@Desertdi wrote:

When Macy's took over ALL the better  dept stores...the result was NOT an improvement.

---

Federated took over Foleys and it became Macys.

I was thinking Joske became Macys but I looked and it became Dillards. 

I live a mile from a macys and have not been in the store for years. It is unkept, tired, poorly staffed and poorly stocked. 

the store in the Galleria/Dallas sparkes like the brand they would like it to be