Beyond, the parent of Bed Bath & Beyond, Overstock, Zulily and Backard.com, has launched a global licensing program designed to reach consumers across multiple retail channels.
The licensing program will begin with the Bed Bath & Beyond brand name on home textiles to be available through other retailers, including mass market operators, off-price stores and online marketplaces, as well as Bed Bath & Beyond stores that continue to operate in Mexico, the company noted. Negotiations are in progress for stores in other key markets around the globe, according to Beyond.
Under the global licensing program, the Bed Bath & Beyond-branded assortment will include everything in the banner’s four core pillars: bedroom, bathroom, kitchen and patio. Beyond granted a category license to PEM America, a leading home textiles manufacturer with a history of producing licensed and private-label products. The PEM America license will include fashion bedding, utility bedding, sheets, bath linens and accessories, and window and soft home décor.
“We’re thrilled to bring the beloved Bed Bath & Beyond brand back to life in this new and exciting way,” said Marcus Lemonis, Beyond executive chairman (pictured above). “Through affordable, quality goods that will soon be on retail shelves, both physical and online, we’re reinvigorating the brand and returning it to its core. The Bed Bath & Beyond brand is both aspirational and attainable, and our brand will continue to reflect these values.”
