Adding still another “owned brand” to its corporate portfolio Bed Bath & Beyond is launching Studio 3B, a line of contemporary home décor and housewares inspired by modern design. The new own-brand line-up is the company’s seventh of at least eight planned. The private-label initiative is a key pillar of Bed Bath & Beyond’s comprehensive three-year transformation strategy, the company emphasized.
Available only at Bed Bath & Beyond. the retailer announced, Studio 3B offers approachable, modern designs for everyday living. Bed Bath & Beyond characterized Studio 3B as a curated collection of casual, warm and inviting homeware that provides on-trend décor, bedding, bath and accent furniture as well as dining products in a subtly refined style. Affordably priced and available online and in stores now, Studio 3B encourages a mix-and-match approach, Bed Bath & Beyond added, making it simple to update and refresh any living space.
By category, the assortment includes:
- Accent Furniture and Decor. Faux greenery, frames, vases, mirrors, art, storage, lighting, decorative objects, wall décor, window treatments, rugs and accent furniture, including vanity sets and stools
- Bedding. Sheet sets, duvet, comforter and quilt sets, throw blankets and decorative pillows
- Bath. Soap dishes and dispensers, trash cans, trays and bath accessories
- Dining. Dinnerware, drinkware, serveware, flatware, barware and kitchen textiles
Bed, Bath & Beyond pointed out that, although the basic Studio 3B line is rolling out, additional items would be added soon. As it rolled out, decor included more selection than the limited dining or bath assortment online. The collection also rolled out with dual pricing, as the website offered lower prices for its Beyond Plus members. HomePage News contacted Bed, Bath & Beyond for more information on the rollout, and a spokesperson pointed to the initially available dining selection, which offered a number of linen and placemat items but only a limited number of flatware groups.
With Jeremiah Brent, an interior designer, television personality and member of Bad Bath & Beyond’s recently established Home, Happier Team, the retailer will host a Studio Sessions content series to demonstrate how easy and affordable modern design can be, Bed, Bath & Beyond indicated. Studio Sessions will kick off on October 6 on Instagram and TikTok. Social influencer partners and Decorist designer Briana Nix will join Brent in discussing home design tips and tricks to inspire customers to feel more confident in expressing their style through affordable modern design with Studio 3B, Bed, Bath & Beyond indicated.
In the company’s second-quarter conference call, Bed Bath & Beyond CEO Mark Tritton said that many of the same factors that had pressured Bed, Bath & Beyond’s second-quarter results, including insufficiently effective marketing, had hit private label recently, but he said that owned brands are adding to profitability and differentiation, which are important to Bed Bath & Beyond’s strategic plan. He also pointed out that the final of the eighth announced own-brand labels would launch in November.
Joe Hartsig, evp and chief merchandising officer at Bed Bath & Beyond, in announcing the brand launch, said, “Studio 3B allows home decorators to easily attain a modern aesthetic that feels inviting and thoughtfully designed. “We’ve seen increasing customer demand for more approachable modern product collections. Studio 3B fills that need, delivering a contemporary, yet accessible assortment that helps elevate any home.”
