Updated: 10:20 a.m. ET Feb. 25, 2025: Utah-based Beyond Inc. announced Feb. 24 that it closed its previously announced acquisition of the global rights of the Buy Buy Baby brand for $5 million.

Beyond Executive Chairman said in a statement, “As part of our strategy to expand our market reach, I am excited to announce we completed the acquisition of the Buy Buy Baby brand ahead of schedule. We believe bringing these two iconic brands, Bed Bath & Beyond and Buy Buy Baby, back together significantly strengthens our customer proposition in key life stage shopping moments.”

Read the original story below, published Feb. 3, 2025.

Buybuy Baby is reuniting with Bed Bath & Beyond.

After its assets were sold in the wake of the embattled home goods retailer’s bankruptcy in April 2023, the baby goods chain’s rights are being purchased by Bed Bath & Beyond’s new parent company for $5 million, according to a Feb. 3 announcement.

As part of the purchase agreement, Beyond Inc. said it will acquire “certain assets, databases, domains, intellectual property, vendor relationships and content related to Buybuy Baby.”

In a statement, Beyond Executive Chairman Marcus Lemonis, said, “Bed Bath & Beyond and Buybuy Baby have historically been synonymous with supporting families, their homes, and all of life’s milestones. Our goal is to go beyond the traditional omnichannel mindset, focusing on the four corners of the property, and the four walls of the home. It is our objective to help homeowners enhance, protect, and unlock the value of their most important assets and information related to their homes and lives.”

Lemonis went to note several “strategic drivers” of the Buybuy Baby deal, such as strengthening Beyond’s portfolio.

Going ‘beyond’

“Alongside our omnichannel partner, Kirkland’s, we collectively believe the Buybuy Baby brand has a strong future both online and in brick-and-mortar. Kirkland’s will have full flexibility, from integrating Buybuy Baby into Bed Bath & Beyond stores, to opening standalone locations under each legacy banner. The Buybuy Baby in-store experience will be a destination for parents, offering curated selections of the best brands for every stage of childhood,” he said.

Lemonis also said the company “sees an unprecedented opportunity to leverage blockchain technology and the Buybuy Baby assets to build the first ledger that records all significant life events, starting from birth records, medical records, and life milestones to educational records, financial products, insurance, and purchases.”

“This initiative, which we’re calling the ‘LifeChain,’ will integrate the consumer’s financial and digital assets into a single, secure digital wallet, supported by Salesforce and its Agentforce technology,” he said.

“This acquisition, combined with Beyond’s existing portfolio of assets and investments, drives us toward our mandate of operating a profitable company focused on traditional revenue and earnings growth. We are leveraging our belief in the evolution of tokenizing assets and the critical importance of securing data related to your home and life,” he said.

After winning Bed Bath & Beyond’s IP auction in June 2023 for $21.5 million, Overstock.com relaunched the brand two months later with a refreshed website and mobile app where shoppers can purchase home décor, furniture, bedding and kitchenware. Overstock.com also renamed itself Beyond Inc.

In October 2024, Beyond announced a strategic partnership with home décor seller Kirkland’s to test out up to five small-format Bed Bath & Beyond stores.

Bye-bye, baby

The move comes less than four months after Buy Buy Baby announced plans to close its fleet of brick-and-mortar stores by the end of the year and become a “digital-first brand.” In the message, the company said the “difficult” decision to evolve into an online-only retailer stemmed from feedback from customers and business partners.

For Buybuy Baby, it marked the second time in about a year its stores would go out of business. The brand’s 115 locations initially shuttered in the wake of Union-headquartered Bed Bath & Beyond’s bankruptcy.

Buybuy Baby was then revived after Somerset-based baby care brand Dream on Me spent $15.5 million in June 2023 to acquire the chain’s trademark, domain, mobile platform and business data. The longtime Buybuy Baby vendor also shelled out $1.17 million to take over 11 stores on the East Coast.

Operated independently from Dream On Me, two former Bed Bath & Beyond executives who are familiar with Buybuy Baby lead the venture – CEO Pete Daleiden and Chief Stores Officer Glen Cary.

Launched in 1996 by the sons of Bed Bath & Beyond co-founder Leonard Feinstein, Buybuy Baby was considered the most valuable brand in the company’s portfolio. Since fall 2023, the company had flipped the lights back on 10 stores – including four in New Jersey (Bridgewater, Paramus, Cherry Hill and Woodbridge).

A representative from Dream On Me did not immediately respond to a request for comment.

All in the family:

The new owner and CEO of Harmon – another former Bed Bath & Beyond brand – began re-opening stores this past fall. Find out more here >>