Owned brands are part of Bed Bath & Beyond’s growth strategy and the chain has just launched its largest one-to-date.
The home goods retailer’s new Simply Essential line is the latest launch this year and first full-line assortment with opening price points. The new private label line features more than 1,200 items across Bed Bath & Beyond’s top five destination categories: bed, bath, kitchen and dining, and storage/organisation. The line is priced under $200, with many products under $50. Prices start at $1 for kitchen basics, such as lades and serving spoons, and $5 for pillows.
“Of all the owned brands that Bed Bath & Beyond will launch this year, Simply Essential represents the largest new product assortment and is intended to attract new customer segments for us,” said VP and Chief Merchandising Officer Joe Hartsig.
Simply Essential is the third of at least eight Owned Brands that Bed Bath & Beyond plans to launch by the end of February 2022. It follows the recent launches of home brand Nestwell and the relaunched bath brand Haven.
