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06/23/2021

Bed Bath & Beyond targets young shoppers with Wild Sage

The fifth owned brand to launch this year speaks to younger shoppers in time for the back-to-college shopping season, supported by influencers, integrated marketing campaign.
Dan Ochwat
Executive Editor
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Bed Bath & Beyond has unleashed Wild Sage, the fifth owned brand to launch this year, targeting younger shoppers and backed by influencer and digital content to reach Gen Z shoppers.

As teased early this month, Bed Bath & Beyond introduced three more owned brands to hit shelves this summer: Our Table, Wild Sage and Squared Away. Our Table cookware products led the charge, supported by a virtual cooking series, Wild Sage hits today, and Squared Away comes next month.

The store brands join the three launches in spring — Simply Essential and Haven in May and Nestwell in April. The introduction of at least 10 total owned brands will be introduced by February 2022, 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. 

Wild Sage represents an eclectic mix of bedding, decor, furniture, bath products and table linens that target young adults (and the young at heart), according to the Union, N.J.-based home goods chain. The line launched in time for the back-to-college shopping season and is affordably priced from $20-$80 for bedding, $5-$25 for table linens, $25-$200 for decor, $4-$40 for bath and $50-$150 for furniture.

“Wild Sage speaks to our young, fashionable and on-trend customers looking to express themselves and create a personal space that tells their unique story,” said Joe Hartsig, EVP and chief merchandising officer at Bed Bath & Beyond and president of Harmon Stores. “Your home should be an expression of you — your experiences, your travels, your sense of humor, your energy — and your decor should reflect that, whether through a colorful rug that reminds you of an unforgettable destination you’ve explored, or an eclectic mix of throw pillows on your sofa that evokes your personality.”

The products are globally inspired and have youthful motifs, inviting shoppers to express themselves through the pieces. To help communicate the line to shoppers, Bed Bath & Beyond developed an integrated marketing campaign around Wild Sage that includes DTC print, email collateral, blog content, social videos, digital media placements, paid affiliate content, PR support and dedicated Wild Sage social media accounts on Instagram and TikTok.

a baby lying on a bed
Screenshot of Wild Sage TikTok

The campaign is called “Your Story, Your Spaces,” inspiring young shoppers to decorate as a reflection of themselves and be creative. The campaign includes robust influencer content series inviting Gen Z partners to create their own Wild Sage-inspired stories during a road trip across southern California in a Wild Sage-designed Airstream trailer. After the adventure, the influencers style their homes with Wild Sage products inspired by the journey.

The campaign speaks to younger shoppers who value experiences, self expression and authenticity, the retailer said, and who are looking to express themselves through decor. In fact, according to internal research, 83% of Gen Z and Millennial shoppers said their home provided them comfort during the difficult pandemic year; 78% said they tried to make their home a nicer place to spend time and 61% said they became more interested in decorating/furnishing their home.