Buybuy Baby, the specialty baby products retailer owned by Bed Bath & Beyond, is launching another exclusive brand.
Dubbed ever & ever, the new collection consists of high-quality, long-lasting apparel, bedding, décor, bath items and furniture, the Union-based company announced in a Jan. 19 press release.
The line, which is now available at Buybuy Baby stores and online, was described by Bed Bath & Beyond as a brand that “delivers a fresh take on traditional style.”
Patty Wu, executive vice president and brand president of Buybuy Baby, said, “Our customers have shared that they’re eager to parent in their own way, while calling on some of the sweet, nostalgic aspects of their own childhood. We’re harnessing that nostalgia through ever & ever – to deliver classic style with modern details through quality, style-led designs that can be passed down between siblings and generations for years to come.”
The collection includes apparel from sizes preemie to 4T, bedding collections and bath products in a variety of themes and patterns and décor ranging from watercolor artwork, braided rugs, storage bins and hampers.
Other highlights include durable, coordinating furniture such as convertible cribs, chests, nightstands and dressers in grays, browns and classic white.
In November, the company debuted its first in-house brand, mighty goods, which offers affordable essentials such as apparel, bed and bath products, room décor and nursery furniture.
ever & ever’s launch comes about two weeks after Bed Bath & Beyond said it may consider filing for bankruptcy protection.
After struggling in recent years amid declining sales, fewer shoppers and inventory outages, the company – which also owns Harmon – laid out a turnaround plan in August that included laying off 20% of its corporate and supply chain workforce, closing 150 stores and discontinuing some of its private brands in favor of national brands.
Months after introducing the strategy, Bed Bath & Beyond continues to wrestle with losses and cash burn, prompting the chain to issue a going concern warning in a Jan. 5 filing with the U.S. Securities & Exchange Commission.
While Bed Bath & Beyond is considering bankruptcy, it also said it is weighing other strategic alternatives including restructuring or refinancing debt, seeking additional debt or equity capital, pulling back on or delaying other business activities, or selling assets.