bath mat and slippers

Haven help us: Bed Bath & Beyond launches spa-inspired store brand

The retailer conducted a survey that said Americans seek a tranquil bathroom experience, inspiring the Haven line of bath products, the second of eight owned brands to launch this year.
Dan Ochwat
Executive Editor
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Haven has arrived, out to make a consumer’s bathroom feel like a tranquil spa. It is the second owned brand from Bed Bath & Beyond’s strategy to roll out six private brands over six months and eight over fiscal 2021.

Last month the retailer brought Nestwell to stores, a line of bedding and some complementary bath products, and next month it will introduce Simply Essential, a household essentials line with more than 1,000 SKUs.

Store Brands talked with Joe Hartsig, EVP, chief merchandising officer, in its April issue about the retailer’s private brand plan and what it means to the chain’s transformation.

Inspired by nature, the Haven products include washcloths, towels, bath rugs, bath robes, shower curtains, shower benches, bath accessories and more, all at modest price points. 

The Union, N.J.-based retailer released a recent study called “Escape the Noise,” that found that 40% of Americans linger in the bathroom longer than they need to just to enjoy the peaceful privacy, and nearly 70% of Americans said having a space dedicated to relaxation at home is important. Haven aims to ease the stress with a modern, spa-inspired assortment of products.

"Whether it be a rare moment of solitude from your everyday stress, or a long soul-cleansing shower, the bathroom is our quiet place to retreat and recharge," said Hartsig. "We introduced Haven to help serve as the antidote to the stimulation and stress that life presents. The Haven brand's spa-inspired bathroom accessories are designed with tranquility in mind to create that peaceful respite within the walls of your home and help you 'home, happier.'"

The products include 100% organic cotton towels, 100% organic linen kimono robes, and furniture items that showcase a mix of woods and materials like acacia, bamboo, teak and glass that carry a spa-like oasis feel. The Haven brand went for a minimalist product design, muted earth tones and subtle patterns to meet its tranquil retreat appeal, the company said.

Bed Bath & Beyond is embarking on a turnaround. The retailer’s latest quarterly report showed big swings into digital growth, a major part of its transformation, as the retailer becomes more omnichannel, including buy-online-pickup-in-store service, contactless curbside pickup and same-day delivery.