Kirkland’s Inc. is set to undergo a rebrand and corporate name change – as well as accelerate store conversions into new Beyond portfolio locations.
Pending shareholder approval at the company’s annual meeting on 24 July, Kirkland’s Inc. will change its corporate name to The Brand House Collective, Inc. The company says the change reflects its transformation into a “multi-brand merchandising, supply chain and retail operator”.
In addition to the rebrand, Kirkland’s says it will undergo an “operational reset” to streamline its physical footprint. Kirkland’s currently has 313 stores in 35 states, but says it plans to “move forward” with approximately 290 locations as the “foundational” footprint for Kirkland’s Home, Bed Bath & Beyond Home and Overstock stores.
The launch of Bed Bath & Beyond Home stores will be done through full-market conversions of existing Kirkland’s Home stores. The first location is planned to open in Brentwood, Tennessee in August 2025, with five more to follow in the market. The Greater Nashville area was selected as the launch market given the presence of Kirkland’s headquarters.
Pending the results, the company says it plans to convert approximately 75 stores through 2026. To support the brand transition, drive awareness and accelerate growth, the Kirkland’s Home website will be co-branded with Bed Bath & Beyond Home, creating a unified online experience as store conversions begin.
In addition, Kirkland’s will open Overstock brand’s first-ever physical store in Nashville, with plans to expand to approximately 30 locations after the initial pilot. The company also says it is finalising store designs for BuyBuy Baby and other potential concepts for its multi-brand strategy under the new Brand House Collective name.