In a significant move for the baby retail market, Beyond Inc. has announced an asset purchase agreement to acquire the global rights to the BuyBuy Baby brand for $5 million. This acquisition marks a reunion of sorts, as BuyBuy Baby was formerly part of its corporate parent, Bed Bath & Beyond. The deal, which was made public on February 3, 2025, aims to revitalize the beloved baby merchandise brand, potentially reintroducing its products to physical retail locations.

 

Reviving Physical Retail Opportunities

Under the new ownership, BuyBuy Baby is poised for a promising future. Beyond Inc. has established a strategic partnership with Kirkland’s, the company that operates and licenses Bed Bath & Beyond stores. This partnership may allow BuyBuy Baby-branded products to return to brick-and-mortar stores, and even open stand-alone BuyBuy Baby locations once again. The brand has had a rocky recent history, having recently transitioned to online-only sales after a brief reopening of nearly a dozen stores in late 2023.

 

The revitalization strategy includes a revenue-sharing model: starting in 2026, Beyond will pay a 1% share of revenue from e-commerce sales and a 0.5% share from physical store sales at BuyBuy Baby-branded stores. This model also extends to sales of BuyBuy Baby merchandise in other retail and online platforms.

 

Fresh Approaches to Brand Growth

Neil Saunders, managing director of GlobalData, weighed in on the acquisition, highlighting that Beyond Inc. will gain access to a specialized brand in the baby sector. However, he cautioned that BuyBuy Baby has become less prominent among consumers, suggesting that Beyond will need to put forth considerable effort to cultivate brand recognition and drive revenue growth.

 

Known for his entrepreneurial spirit, Beyond’s Executive Chairman, Marcus Lemonis, is spearheading a three-part strategy aimed at rejuvenating the BuyBuy Baby brand. This strategy includes the aforementioned partnership with Kirkland’s, which has opened the door to operate up to five smaller-format Bed Bath & Beyond stores.

 

In Lemonis’s words, “Alongside our omnichannel partner, Kirkland’s, we collectively believe the BuyBuy Baby brand has a strong future both online and in brick-and-mortar.” He emphasized the flexibility provided by the partnership, allowing for integration into existing store formats as well as the potential for new stand-alone locations.

 

Innovative Financial Strategies

Further enhancing the brand’s future, Beyond Inc. is exploring innovative financial opportunities in partnership with fintech company tZero. This collaboration includes the potential tokenization of BuyBuy Baby’s intellectual property, creating a pathway for digital dividends for existing shareholders and attracting new investors. Through tZero’s advanced blockchain technology, Beyond aims to launch a digital wallet that would store both financial assets and essential personal records related to milestones such as birth certificates and medical histories.

 

A Brief History of BuyBuy Baby

Founded in 1996, BuyBuy Baby was acquired by Bed Bath & Beyond in 2007 for $67 million and $19 million in debt. The brand’s journey took a tumultuous turn starting in April 2023, when Bed Bath & Beyond filed for Chapter 11 and closed approximately 120 stores. In July 2023, Dream on Me, a former vendor, purchased the brand’s intellectual property and several store leases for $16.7 million. However, after briefly reopening the stores, Dream on Me shifted to a digital-only business model.

 

Following Overstock's acquisition of Bed Bath & Beyond's assets in mid-2023, the retailer rebranded itself as Beyond. The company has also expanded its portfolio by acquiring Zulily for $4.5 million, marking a new chapter in its retail strategy.

 

As Beyond Inc. takes the helm of BuyBuy Baby, the focus will be on reinvigorating the brand and reclaiming its place in both the digital and physical retail landscapes. With a blend of innovative strategies and a commitment to consumer engagement, there is palpable optimism surrounding the future of BuyBuy Baby. The stage is set for a bright comeback, promising a fresh experience for both loyal customers and new parents alike.