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Bed Bath & Beyond is back – sort of.

After the bankrupt home goods retailer’s intellectual property rights were acquired by Overstock.com in June, the beloved brand has returned with a refreshed website and mobile app.

In an Aug. 1 press release, Overstock announced the relaunch of BedBathandBeyond.com, saying the site will offer kitchen, bed and bath-related items, as well as a growing assortment of furniture and other home product categories, like lighting, area rugs, décor and home improvement.

In a statement, Overstock Chief Executive Officer Jonathan Johnson said his goal is to merge the best of both companies “into a single online shopping destination under the Bed Bath & Beyond name.”

“This is a historic day for Bed Bath & Beyond and Overstock – and for the broader ecommerce industry. Overstock has a great business model with a name that does not reflect its focus on home. Bed Bath & Beyond is a much-loved and well-known consumer brand, which had an outdated business model that needed modernizing,” he stated.

“Through this rebranding, we’re breathing new life into Bed Bath & Beyond, positioning it as an asset-light, ecommerce retailer with an expanded home furnishings and furniture assortment. Think of it as Bed Bath & a much bigger, better Beyond,” Johnson went on to say.

After winning the Union-based retailer’s IP auction in June with a $21.5 million bid, Overstock unveiled plans to rebrand itself as Bed Bath & Beyond as a way to capitalize on the company’s name recognition.

Since debuting a new Bed Bath & Beyond website June 29 in Canada, Johnson said the company has already “seen strong customer engagement.”

Within the U.S., Johnson expects similar from consumers — especially those who were fans of Bed Bath & Beyond’s famous 20% off coupons. Those shoppers, he said, “will love our better pricing, special promotions, broader assortment, and the improved customer experience on the website and mobile app.”

In celebration of the launch, promotions, deals and other perks will be available at BedBathandBeyond.com and its accompanying mobile app, including:

• A 25% off welcome coupon for anyone who downloads and shops through the new and refreshed Bed Bath & Beyond mobile app, available for iOS and Android;
• Reinstated loyalty points, exclusive coupons and free membership to the new Welcome Rewards program (a $19.95 value) for active members of the former Bed Bath & Beyond loyalty program. Qualifying customers will receive an email with exact details;
• 20% off coupon and transfer of membership along with all current rewards for members of Club O, Overstock’s former loyalty program.

As for Bed Bath & Beyond’s physical stores — those will not be coming back, at least not in the foreseeable future, according to Johnson.

While taking over the retailer’s vast brick-and-mortar footprint “is not in the current strategic plans,” Johnson told CNN, “We’re focused on this transition now and we like our asset-light business model … but never say never.”

Bed Bath & Beyond is currently in the process of offloading its 250 namesake stores and 120 Buybuy Baby locations through a court-run auction.

In recent weeks, South Jersey-based off-price retailer Burlington emerged as one of the top bidders, spending $13.5 million to secure the leases to 50 Bed Bath & Beyond locations, while Piscataway-headquartered baby goods retailer Dream On Me snatched up 11 Buybuy Baby stores for $15.5 million.