Retailer Bed Bath & Beyond announces acceptance of expired coupons at newly opened outlets.
The Brand House Collective Revitalizes Bed Bath & Beyond with a Fresh Start
After a period of rebranding and strategic transformation, Kirkland's has officially changed its name to The Brand House Collective (TBHC). This move marks the beginning of a new era for the company, which now operates the former Kirkland’s Home brand alongside the revived Bed Bath & Beyond Home.
The first Bed Bath & Beyond Home store under the new banner opened its doors on August 8, 2025, in Nashville, Tennessee. This store is a part of TBHC's efforts to reintroduce the iconic retailer's presence and appeal to former customers.
TBHC intends to leverage the strong consumer recognition of the Bed Bath & Beyond name, which was closed during its bankruptcy and liquidation in 2023, by reintroducing popular customer programs like the Bed Bath & Beyond coupon, and launching upmarket promotions such as a premium mattress giveaway.
The revival of Bed Bath & Beyond Home signals a pivot from Kirkland’s former specialty home decor focus toward a broader home goods platform that combines functional products (formerly Bed Bath & Beyond's strength) with decorative items (formerly Kirkland’s strength).
The name change was approved by shareholders on July 24, 2025, and the company’s ticker symbol changed from KIRK to TBHC on July 29, 2025. CEO Amy Sullivan described the rebranding as more than a name change; it is a declaration of a new vision for a multi-brand home retail operator that also manages brands like Overstock and buybuy Baby through its partnership with Beyond, Inc.
In addition to the new store in Nashville, TBHC plans to convert Kirkland's Home stores to Bed Bath & Beyond Home stores, with around 290 Kirkland's locations serving as the "foundational footprint" for the three brands.
The new Bed Bath & Beyond Home store in Nashville is a part of broader trends in e-commerce, including pivots in digital strategies and challenges with reverse logistics. To accommodate these changes, the store will honor the use of old coupons at the new location and provide new coupons to customers.
Eric Ebert of Shay Capital, a significant shareholder in Beyond, published an open letter commending Beyond for its first letter to tZero and pushing for the company to unlock the value in its blockchain assets. Beyond, which is the largest equity holder in tZero, according to a letter from Beyond's Executive Chairman Marcus Lemonis, met its minimum target offering of $250,000 early for crowdfunded offerings of digital tokens connected to the BuyBuy Baby and Overstock banners via the tZero brokerage platform.
Amy Sullivan, CEO of TBHC, stated that the new store is a "fresh start for a brand that means something special to so many families." The first 25 customers who make a purchase at the new Bed Bath & Beyond store will receive a 10-inch memory foam queen-size mattress called The Beyond Bed, adding to the excitement surrounding this revitalized retailer.
- The Brand House Collective (TBHC) is leveraging AI to analyze consumer data and tailor marketing strategies for their businesses, including Bed Bath & Beyond Home.
- TBHC's new business model, focusing on both functional products and decorative items, represents an intersection of retail and technology industries.
- To secure funding for its growth, TBHC has ventured into the world of finance by participating in digital token offerings, such as the one connected to the BuyBuy Baby and Overstock banners via tZero brokerage platform.
- In the midst of industry changes in finance, retail, and technology, TBHC's editorial team is working diligently to adapt and drive success for the company's multiple brands.
