Overstock's Bed Bath & Beyond Rebrand Attracts New Suppliers

Network AssociationBehind the Wheel
Written By Jennifer Joslyn

🛍 Overstock's Bed Bath & Beyond Rebrand Attracts New Suppliers.

Overstock's acquisition of Bed Bath & Beyond's intellectual property in a bankruptcy auction for over $20 million in June has proven to be a boon for the company. Since relaunching under the Bed Bath & Beyond name this week with a merged website, Overstock has seen a 60% increase in its funnel conversion rate, indicating greater success in attracting new suppliers. The rebranding has made Overstock more appealing to prospective vendors, resulting in a significant increase in the number of new suppliers coming on board. Overstock's SKUs have increased by 600,000 since the acquisition, and the company's merchandising team is experiencing a tailwind from attaching its business model to the well-known and much-loved Bed Bath & Beyond brand name. The Bed Bath & Beyond acquisition has provided assistance to Overstock, which has been facing declining sales and financial challenges in recent quarters.

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Jennifer Joslyn
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