BUSINESS + ECONOMY officially changes its name to Bed Bath & Beyond

Aug 1, 2023, 8:00 PM

File: Salt Lake City retailer officially rebranded on Tuesday. The company will be kn...

File: Salt Lake City retailer officially rebranded on Tuesday. The company will be known as Bed Bath and Beyond. (Photo by Anthony Behar/Sipa USA)(Sipa via AP Images)

(Sipa via AP Images)

SALT LAKE CITY —, a long-time Utah retailer, was rebranded on Tuesday. The company will now be known online as BedBathandBeyond.

Overstock purchased the bankrupt company in late June.

Jonathon Johnson, CEO of the new company, tells KSL NewsRadio that he had been looking at Bed Bath & Beyond for quite some time. Johnson also served as CEO of Overstock.

“The Bed Bath & Beyond brand is one that we’ve long looked at,” he said. “And liked quite a bit. The name is synonymous with home products that we sell.”

Name change from Overstock

He says combining the business model of Overstock with the brand name of Bed Bath & Beyond is a great match.

“We think adding our great business model to the iconic Bed Bath & Beyond brand is really a winning combination,” Johnson said.

Additionally, Johnson says was confusing to customers. 

After purchasing the company earlier this summer, Johnson says Bed Bath & Beyond was immediately relaunched in Canada.

“The reception in Canada has been great,” he said. “Website traffic has been up. The return on ads spent has been really good. And most importantly, revenue is up because the Canadian customer was very familiar with the Bed Bath & Beyond brand.”

He says he wanted to have the rebranding launch in the United States as quickly as possible. Johnson says all of the “brick and mortar” stores finally closed this past weekend. To avoid confusion, he says he waited on the rebrand launch until the stores were closed. 

Johnson says since the business deal was announced in late June, his company has announced it has added more than 600,000 new products.

“Mostly name brand and mostly in the bed bath and kitchen space,” he said. “The historic Bed Bath and Beyond customer will feel very at home coming to the new Bed Bath & Beyond site.”

He says the business will continue to be headquartered in Midvale. 

Mark Jones contributed to this story.

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