Bed Bath & Beyond enters next phase of comeback with new store
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Bed Bath & Beyond's iconic coupon is back. Photo: Naheed Rajwani-Dharsi/Axios
Bed Bath & Beyond's comeback is entering its next phase with the opening Saturday of its first co-branded Container Store location in Texas.
Why it matters: The new Bed Bath & Beyond is betting shoppers still have an emotional connection to the brand after its last stores closed in 2023 — and that a smaller co-branded format can succeed where its sprawling big-box stores failed.
Driving the news: The new Fort Worth-area store blends Bed Bath & Beyond products with The Container Store's organization business under one roof.
- The company previously tested smaller-format Bed Bath & Beyond stores inside Kirkland's locations before expanding to The Container Store.
- It plans to bring the format to all 98 remaining Container Store locations and roughly 100 smaller-format stores, Bed Bath & Beyond president Amy Sullivan told Axios.
What they're saying: "We don't want people to think of this as a shop-in-shop," Sullivan said. "This is a forever together, co-branded" concept.
- The stores mix kitchen gadgets with pantry organization and bedding with closet storage, while bringing back national brands like KitchenAid, SharkNinja and Cuisinart.
The big picture: The retailer is leaning heavily into nostalgia as it rebuilds its physical footprint.
- "When we opened those first few small-format stores in Nashville, customers waited in line for an hour," Sullivan said. "There were people taking selfies with the coupon."
- Sullivan said Bed Bath & Beyond lost credibility when it pushed too far into private-label products instead of trusted national brands.
What's next: Bed Bath & Beyond products are expected to expand into all Container Store locations by fall, with back-to-college assortments launching this summer.
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