If you’ve walked past a dark Bed Bath & Beyond store and assumed the blue-and-white brand was gone for good, you’re not alone. Behind the scenes, the company’s intellectual property was quietly bought by Overstock.com (now Beyond, Inc.) for $21.5 million in June 2023, and by August the website was back online.

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Original Bed Bath & Beyond founded: 1971 ·
Bankruptcy filing date: April 23, 2023 ·
Brand acquired by: Beyond, Inc. ·
New online relaunch date: August 1, 2023 ·
Planned new stores: 300

Quick snapshot

1Confirmed facts
2What’s unclear
  • Exactly when and where the 300 new stores will open
  • Whether the stock will return to its original ticker BBBY
  • Long-term financial viability of the new entity
3Timeline signal
4What’s next
  • Plans to open 300 physical stores (FOX 29)

The original company that started in 1971 is gone, but its name lives under a new corporate parent with a very different strategy.

The acquisition and relaunch create a split identity that matters for shoppers and investors alike.

Fact Value Source
Founded 1971 FOX 29
Headquarters Union, New Jersey (original); current corporate: Midvale, Utah Beyond, Inc.
Bankruptcy April 2023 FOX 29
Acquired by Beyond, Inc. (formerly Overstock.com) Beyond, Inc.
Relaunch date August 2023 Beyond, Inc.
Number of planned new stores 300 FOX 29

The table traces the arc from founding to relaunch: a 52-year-old brand gutted and rebuilt under new ownership.

What happened with Bed Bath and Beyond?

The chain that once operated 360 stores across the U.S. filed for Chapter 11 bankruptcy protection on April 23, 2023 (FOX 29). All locations were closed, and the original website went dark. What remained — the brand name, customer database, loyalty program data, and other intellectual property — was sold at a bankruptcy auction.

On June 27, 2023, the U.S. Bankruptcy Court for the District of New Jersey approved Overstock.com’s winning bid of $21.5 million (Beyond, Inc. investor relations). The transaction was funded entirely with cash on hand and excluded brick-and-mortar assets such as store leases, inventory, warehousing, and logistics infrastructure.

The implication: the old Bed Bath & Beyond — the one with those famous blue coupons — effectively ceased to exist. What rose in its place was a digital-first brand under new ownership.

Who currently owns Bed Bath and Beyond?

The Bed Bath & Beyond brand is now owned by Beyond, Inc., the company formerly known as Overstock.com (Beyond, Inc. investor relations). The acquisition closed in June 2023, and Overstock subsequently rebranded its corporate entity to Beyond, Inc. to align with its new portfolio of home-goods brands.

The assets purchased included the website and domain names, trademarks, tradenames, patents, customer database, and loyalty program data. Notably, the buybuy Baby and Harmon banners were excluded from the transaction (Beyond, Inc.).

What this means: the corporate parent changed entirely, but the consumer-facing brand name remains Bed Bath & Beyond. Shoppers today are buying from a company that used to be Overstock, not the original 1971 chain.

What is the new name for Bed Bath and Beyond?

The brand name for retail operations remains Bed Bath & Beyond. There is no official name change to the consumer-facing brand (Beyond, Inc.). The corporate parent, however, changed from the original company to Beyond, Inc. (formerly Overstock.com).

Is the brand operating under the same name or a different one?

  • The retail website and stores use the name Bed Bath & Beyond
  • The corporate entity is Beyond, Inc.
  • No rebranding of the consumer-facing brand has been announced

The trade-off: the name provides instant recognition, but it also carries the weight of the bankruptcy. Beyond, Inc. is betting that the brand equity outweighs the baggage.

Is Bed Bath and Beyond making a comeback?

Yes, but it’s a very different kind of comeback. The online store relaunched on August 1, 2023 at bedbathandbeyond.com (Beyond, Inc. investor relations). A Canadian relaunch on bedbathandbeyond.ca followed within the same week.

Beyond, Inc. has announced plans to open 300 new physical stores (FOX 29). According to FOX 29, the company has also reportedly signed deals to acquire The Container Store, Elfa, and Closet Works, with plans to co-brand The Container Store’s 100-plus locations with Bed Bath & Beyond, in a deal reportedly valued at roughly $150 million. These details come from a shareholder letter cited by FOX 29 and have medium confidence.

The catch: new stores will not reopen in previous locations. Beyond, Inc. must sign entirely new leases. The timeline for these store openings remains unclear.

Timeline

  • – Bed Bath & Beyond founded
  • – Filed for Chapter 11 bankruptcy (FOX 29)
  • – Overstock.com wins auction for brand assets ($21.5M) (Beyond, Inc.)
  • – BBBY stock ticker relisted as BBBYQ (according to securities filings)
  • – Online store relaunched (Beyond, Inc.)
  • – Announced plans for 300 new stores (FOX 29)

The timeline reveals a compressed sequence: bankruptcy in April, sale in June, relaunch in August — a turnaround measured in months, not years.

What we know and what’s still uncertain

Confirmed facts

  • Bed Bath & Beyond filed for bankruptcy in April 2023
  • Brand acquired by Beyond, Inc. (formerly Overstock)
  • Online store relaunched August 2023
  • 300 new stores planned

What’s unclear

  • Exactly when and where the 300 new stores will open
  • Whether the stock will return to its original ticker BBBY
  • Long-term financial viability of the new entity

“We are thrilled to bring the Bed Bath & Beyond brand back to life with a modern, digital-first approach.”

— Beyond, Inc. statement on the acquisition, June 2023

“The comeback plan includes new stores and the merging of old brands under one roof. We see enormous value in the Bed Bath & Beyond name.”

— CEO of Beyond, Inc., as quoted by FOX 29

Why this matters

Beyond, Inc. is betting $21.5 million that brand recognition can overcome bankruptcy stigma. Shoppers who return to bedbathandbeyond.com are buying from a fundamentally different company — one that doesn’t carry the old debt or store leases, but also doesn’t have the old logistics network.

The trade-off

Consumers gain the same brand name and a improved online experience, but lose the ability to walk into a local store for the foreseeable future. The planned 300 stores won’t be the old locations; they are new leases starting from scratch.

For shoppers and investors alike, the Bed Bath & Beyond revival is a real case study in brand resurrection. The company that emerged from bankruptcy is leaner and digital-only for now, with physical expansion still an open question. The implication for the home goods market: a branded revival is possible when the intellectual property is the only asset left, but execution — especially with new stores — will determine whether this comeback lasts.

Additional sources

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The dramatic collapse and revival of the retailer is detailed in read the full story here.

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Frequently asked questions

Is Bed Bath & Beyond still open online?

Yes. The website bedbathandbeyond.com relaunched on August 1, 2023 under the ownership of Beyond, Inc. It is fully operational and ships across the U.S.

Will Bed Bath & Beyond honor old gift cards?

Gift cards issued by the original company are not valid with the new entity. The bankruptcy discharged those liabilities. Beyond, Inc. did not assume gift card obligations.

Can I use my old Bed Bath & Beyond coupons?

No. The old coupon program ended with the bankruptcy. The new company operates under its own pricing and promotions, separate from the original chain.

Where does Beyond, Inc. ship from?

Beyond, Inc. ships from its existing fulfillment network, which is the same logistics infrastructure previously used by Overstock.com. It does not include the old Bed Bath & Beyond warehouses.

What is the difference between Bed Bath & Beyond and Overstock?

Bed Bath & Beyond is now a brand within Beyond, Inc. Overstock.com was rebranded to Beyond, Inc. at the corporate level, but Overstock.com still operates as a separate retail website. Bed Bath & Beyond products are available through the bedbathandbeyond.com domain.

How do I contact Bed Bath & Beyond customer service?

Customer service is available through the website’s contact page. The support team is operated by Beyond, Inc. and is separate from the original Bed Bath & Beyond help desk.

Is the Bed Bath & Beyond app still functional?

The original app was discontinued. A new mobile experience is available through the website. Beyond, Inc. has not yet released a dedicated app for the revived brand.