Although it has said it would move away from private labels in its namesake business, Bed Bath & Beyond announced its buybuy BABY banner has launched its second exclusive brand, Ever & Ever, featuring apparel, bedding, furniture, storage products and decor items.
The new own brand arrives as a modern interpretation of classic styles for the everyday activities of early childhood, according to the retailer. It is available now across buybuy Baby stores, the brand’s app and online at buybuybaby.com.
According to Bed, Bath & Beyond, buybuy Baby designed Ever & Ever to grow and stay with a family so they can spend more time enjoying life moments that matter most. Furniture includes convertible cribs, chests, nightstands and dressers in grays, brown and classic white. Decor offers whimsical watercolor artwork, detailed braided rugs and storage bins and hampers crafted from rope and ruffled fabric. Select products within bath, bedding and apparel are OEKO-TEX certified to be free of more than 300 harmful substances.
“Our customers have shared that they’re eager to parent in their own way while calling on some of the sweet, nostalgic aspects of their own childhood,” said Patty Wu, brand president of buybuy Baby “We’re harnessing that nostalgia through Ever & Ever to deliver classic style with modern details through quality, style-led designs that can be passed down between siblings and generations for years to come.”
