The owner of Bed Bath & Beyond and Overstock has entered into agreement with BBBY Acquisition Co. LLC to acquire the global rights of the Buy Buy Baby brand for $5M.
The transaction includes certain assets, databases, domains, intellectual property, vendor relationships and content related to Buy Buy Baby.
Buy Buy Baby was formerly owned by Bed Bath & Beyond, which filed for Chapter 11 bankruptcy protection in April 2023. The Bed Bath & Beyond brand was sold to Overstock.com (which subsequently changed its name to Beyond) while the intellectual property of Buy Buy Baby was sold in July 2023 for $15.5M to baby products company Dream on Me. (The stores for both brands all went dark as part of the bankruptcy.)
Beyond is launching a three-part strategy for Buy Buy Baby that includes the possibility of standalone stores, as well as two initiatives with fintech firm tZero. Under the first part of the strategy, Beyond will expand the baby goods brand via its October 2024 deal with home décor retailer Kirkland’s, whereby Kirkland’s will become Beyond’s exclusive brick-and-mortar operator and licensee for new, smaller-format “neighbourhood” Bed Bath & Beyond stores nationwide.