a bed with a colorful blanket

3 more owned brands debut at Bed Bath & Beyond

The July rollouts join three spring launches, totaling six new private brands in five months.
Dan Ochwat
Executive Editor
Dan Ochwat profile picture

Our Table, Wild Sage and Squared Away — those are the three latest own brands from Bed Bath & Beyond as the company continues its launch of eight store brands by February 2022.

These three new brands join three others for a total of six private brands hitting the store in five months, ahead of the previously announced six-month timeframe. 

Combined the retailer said it was looking to get out in front of moms and dads buying for kids heading off to college. The exclusive lines consist of: 

  • Our Table: A new line of modern kitchen and dining wares like serveware to durable cast iron cookware. Our Table is inspired by natural materials and time-honored craftsmanship. Designed using clean lines and simple forms, each piece ensures ease of use without ever pulling the focus away from the food or the company. The Our Table lineup will consist of more than 1,100 products across cookware, bakeware, food prep, kitchen gadgets and utensils, kitchen linens, dining and barware;
  • Wild Sage: A youthful collection of stylish and free-spirited pieces for the home, including almost 600 stylish products for the bedroom, bathroom, dining room, and living spaces; and
  • Squared Away: A line of nearly 300 storage, organization, and cleaning solutions for the home. The assortment will include storage items for the kitchen, closet, bathroom, and organization throughout the home.

Mark Tritton, president and CEO of Bed Bath & Beyond, said, “I am pleased that we are ahead of schedule in delivering our owned brands plan, launching product assortments strategically sequenced to cover our core destination categories of bed, bath, kitchen and dining, indoor decor and storage and organization. Together with the company’s first opening-price-point owned brand, we are helping customers unlock the magic in every room while strengthening our leadership in the home market.” 

The brands join Simply Essential, launched in May, Nestwell in April, Haven, and even more own brands to come this year. 

The introduction of at least 10 total owned brands to come beyond February 2022 is a key component of the company’s three-year transformation strategy, which includes a goal to triple the sales penetration of owned brands from 10% to approximately 30% over three years. 

Joe Hartsig, EVP, chief merchandising officer of Bed Bath & Beyond and president of Harmon Stores, said, “Through the use of new, data-driven line reviews, we discovered there were significant opportunities to strengthen our assortment in our kitchen, home décor and storage and organization categories. We identified meaningful gaps where we could bring exceptional quality, style and value to our customers and help us address unmet customer needs with these exciting new lines only available at Bed, Bath & Beyond. The upcoming launches of Our Table, Wild Sage and Squared Away will be important new enablers as part of our broader room resets that help elevate our overall customer experience, particularly in these important destination categories.”

The company has also used its owned brands to further its commitment to the planet, integrating sustainable products and services across all owned brands categories at accessible prices, including ensuring that at least 50% of cotton and wood is responsibly or sustainably sourced, and that less than 50% of packaging weight in packaging is from virgin plastic.