Bed Bath & Beyond Axes Wild Sage Private Brand

Just over a year since its initial launch, Bed Bath & Beyond’s Wild Sage private brand is no more.

First reported by CNBC, the home retailer has discontinued the newer brand that offered affordably priced home items targeted at younger shoppers. A spokesperson for Bed Bath & Beyond confirmed the news to CNBC. 

The move comes following the departure of CEO Mark Tritton and Chief Merchandising Officer Joe Hartsig. The company made several other leadership changes, including naming Mara Sirhal as Executive Vice President and Chief Merchandising officer, and retaining Berkeley Research Group (BRG), a leading retail advisory firm, to focus on cash, inventory and balance sheet optimization.

At the time of its release in June 2021, Wild Sage was the fifth Bed Bath & Beyond private brand to launch that year. The collection was described as “an eclectic mix of bedding, decor, furniture, bath products and table linens that target young adults.”

“Customer response has been positive, and we are very pleased with the strength of several owned brands, such as Simply Essential, which delivers opening price points,” the company told CNBC in a statement. “At the same time, we recognize our customers want a better balance of owned and national brands, and are making necessary changes to the assortment to improve the customer experience and drive sales and traffic."