Bed Bath & Beyond Name Returns as Beyond, Inc. Announces Rebrand

The Bed Bath & Beyond name has returned as Beyond, Inc., has announced its corporate name change. The company is also changing its New York Stock Exchange ticker symbol to BBBY from BYON, effective Aug. 29.

According to the company, the renewed brand combines its billion-dollar BedBathandBeyond.com platform with localized, capital-efficient stores offering curated assortments in small to midsize locations, providing an improved customer experience.

“Our name change is highlighting one of the most valuable pieces of intellectual property that investors and consumers know today and does not change our intense focus on growing revenue, achieving profitability in the near term, and monetizing valuable blockchain assets,” said Marcus Lemonis, executive chairman and principal executive officer. “We remain laser-focused on growing the Bed Bath & Beyond brand, building Overstock.com back to a billion-dollar nameplate and unlocking value within our blockchain assets particularly tZERO and GrainChain.”

A key component of Bed Bath & Beyond's comeback is its first store conversion in Nashville, Tennessee. Over the next two years, the company plans to convert additional Kirkland's locations into small to midsize format Bed Bath & Beyond and buybuyBaby stores, and will continue to accept Bed Bath & Beyond coupons, no matter their age.