a bed

Bed Bath & Beyond’s Nestwell hits stores

The first of six new store brands to come from the retailer has officially launched, backed by an online sleep quiz to help shoppers find the right products for their sleep styles.
Dan Ochwat
Executive Editor
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The first of several new own brands to launch this year, Bed Bath & Beyond has rolled out  Nestwell — a line of bedding and bath products.

Joe Hartsig, Bed Bath & Beyond executive vice president and chief merchandising officer, told Store Brands that the own brand was slated as the first of six new store brands over the course of the next six months because it connects to the company’s early foundation, referring to the bed in its name, and includes some complementary bath items.

“Nestwell is a solutions-oriented brand that takes the guesswork out of everyday bedding and bath products,” Hartsig said. “It provides smart solutions built to withstand the demands of day-to-day use and fit perfectly into the everyday home. Nestwell will include a broad range of bedding and bath products that bring that cozy feeling to our customers’ routines and make beds easy to make and hard to leave. In the spirit of making it easy for our customers, our ‘Nestwell to Rest Well Guide’ is a useful tool to help consumers find their perfect sleep solutions.”

 The guide begins with an online quiz to help shoppers identify their nesting archetype and find products that best suit that style of sleeping. It also includes design tips by interior designers at Decorist, as well as advice from renowned sleep expert Dr. Shelby Harris. 

The archetypes in the quiz include:

  • The Coziest — loves sleeping under layers of blankets and pillows;
  • The Naturalist — prefers to sleep in organic, natural or hypo-allergenic bedding;
  • The Trendsetter — can spend all day in bed with cozy and on-trend layers that change by season;
  • The Functionalist — likes to keep it simple, prefers simple layers and an unfussy bed, without decorative throw pillows.

Nestwell products include sheets, bedding, pillows and more, tailored to fit the various sleep styles and also claim to feature such organic and responsibly-sourced materials as OEKO-TEX 100, OEKO-TEX Made in Green, GOTs, organic cotton percale, cotton sateen, hemp, polyester, copper spandex blend, Tencel Lyocell and cotton/linen blend fabrics. Bath products include towels, washcloths, bathmats, shower curtains and more.

In addition to “Nestwell to Rest Well” guide, the company also conducted the support a study called “The Way We Nest” to support the brand launch. Interesting consumer insights from the study include:

  • 71% of Americans surveyed said climbing into bed is their favorite part of their day;
  • 79% of Americans surveyed agreed it's more satisfying to crawl into a made bed than an unmade bed;
  • 58% of Americans surveyed reported making their bed every day;
  • Half (50%) of daily bed-makers surveyed described themselves as productive compared with a quarter (24%) of people who rarely/never make their bed;
  • 80% of Americans consider their bedroom to be their happy place, and 76% said it’s their sanctuary.

Bed Bath & Beyond conducted an online survey of more than 1,000 U.S. adults between Feb. 11-21, 2021 to uncover the sleep insights.

In total, Bed Bath & Beyond said it will be launching 10 new own brands into next year.

Next month will see the launch of Haven, a line of spa-inspired organic cotton products in the bath category, followed by Simply Essential, a cross-category brand. Simply Essential will look to be an opening-price-point value brand that includes more than 1,000 household essentials and functionally designed products.

Hartsig told Store Brands that some Haven and Simply Essential products can be found in some stores now as it builds up to the full launches. The retailer is underway on a full retail transformation from store redesigns and new store brands that aim to reconnect with shoppers and reach new, younger shoppers through an omnichannel strategy.