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05/10/2021

Bed Bath & Beyond rolls out Simply Essential

More than 1,200 products across the bed, bath and kitchen categories, Simply Essential is the third owned brand to launch this year and brings a value line to the retailer.
Dan Ochwat
Executive Editor
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Bed Bath & Beyond has officially launched its third store brand this year, rolling out Simply Essential, described as an opening price point line of more than 1,200 SKUs across household essentials and several categories in the home.

Some Simply Essential items are priced as low as $1, with the majority under $50, providing value-led options inside Bed Bath & Beyond stores, according to the retailer. Joe Hartsig, chief marketing officer at the home store, said in a Q&A with Store Brands that the newest owned brand is its “broadest,” and that some items have been in select stores alongside its new Nestwell and Haven brands, but the official launch begins this week.

Simply Essential items consist of such bed and bath products as wastebaskets, sheets, towels, picture frames, toilet brushes, pillows, storage pieces and so much more, as well as an array of kitchen items. Kitchen products include aprons, cooking and baking tools, drinkware, ice trays, kitchen brushes, kitchen lines, accessories for the microwave, tableware and more. The retailer said it had a goal to make functional items for the home that look good and are priced right.

"Customers are looking for value-priced, hard-working, everyday items without sacrificing design or performance," said Hartsig. "With Simply Essential, 'home starts here' with the simplicity of great design across more than 1,200 products for every room, marrying form and function at everyday low prices that are incredibly wallet-friendly. Of all the owned brands that Bed Bath & Beyond will launch this year, Simply Essential represents the largest new product assortment and is intended to attract new customer segments for us. We're proud to introduce Simply Essential to inspire our customers to 'home, happier,' while also delivering on our commitment to bring them exceptional value for a home's most necessary items." 

Simply Essential is the third of six owned brands to launch this year. Nestwell was the first, followed by Haven last month, as the retailer looks to further build its authority into the $180 billion home market.

Bed Bath & Beyond’s new owned brand strategy is part of the retailer’s ongoing omnichannel transformation that includes a more enhanced digital experience along with curbside pickup and more.