Mattress Bath & Outside of is back from the dead

New York
CNN
 — 

A thirty day period soon after Overstock.com introduced it acquired Mattress Bath & Beyond’s brand name out of individual bankruptcy, the business has dumped its title and morphed its web site and app.

On Tuesday, Overstock’s web site relaunched as BedBathandBeyond.com, a go that merges Overstock’s on the internet business enterprise design and products groups with common branded products and solutions favored by Mattress Bathtub & Over and above purchasers.

“All of Overstock’s groups will transition around and new products and solutions will also appear in,” Jonathan Johnson, CEO of Overstock, mentioned in an interview with CNN.

The relaunched web-site touted a “Welcome to a greater, improved beyond” welcome information, supplying bargains of an added 15%-20% off bedding, bath and home furnishings merchandise.

“Since this deal was introduced, we have additional about 600,000 new items to the web page,” claimed Johnson, introducing that a large amount of the new products “are the identify-brand products and solutions that folks have usually bought and expected to buy at the aged Mattress Bathtub & Beyond.”

Overstock

(OSTK), which sells furnishings, home furnishings, bath, lights, rugs and an array of other merchandise on-line at discounted charges, acquired Mattress Tub & Beyond’s name, intellectual property and electronic assets in June with a profitable bid of $21.5 million for its belongings.

Johnson promised newness blended with familiarity for Bed Tub & Beyond buyers in the latest digital-only version of the retailer.

“It will have the exact same fantastic bed, bathtub and kitchen area merchandise but it will also have a a great deal more substantial outside of,” he reported. The “beyond” consists of a wider array of linens, cookware and compact appliances.

Lovers of Mattress Bath & Beyond’s 20%-off a single product “Big Blue” coupon will be to some degree dissatisfied that it will not be resurrected.

“I guess what I would say about the coupon is that if you like Bed Tub & Over and above discount coupons in the previous, you will like new Bed Tub & Further than mobile app we will be rolling out with start in US,” stated Johnson.

He stated consumers can avail them selves of particular offers and promotions by means of the new application, which include a 25% off coupon for downloading the app and creating purchases. Former Overstock.com loyalty method customers will get a 20% off coupon and their membership transferred to the rebranded loyalty program.

BedBathand Beyond.com is also reinstating up to $50 in unused loyalty benefits points for active customers of the previous Mattress Tub & Further than loyalty system. “Those rewards factors had long gone away in the personal bankruptcy,” he reported.

“We’ll still be offering coupon codes even if they’re not as huge as the 20% coupon that persons envisioned and frankly demanded from Mattress Bath & Further than,” claimed Johnson.

What is not coming back again — at least in the foreseeable long run — are actual physical shops.

“Never say never,” claimed Johnson. “We’re focused on this changeover now and we like our asset-gentle business enterprise model…. But never ever say never. We’ll glimpse, we may perhaps test, but proper now, it’s not in the current strategic system.”

Bed Tub & Over and above introduced in April it would near all 360 of its outlets and go out of business enterprise.

1 transform that Overstock is contemplating is the enterprise ticker image.

“We consider the corporate name, which is Overstock and ticker ‘OSTK’ is in all probability not a suit any longer. We’re figuring out what to do. We’re not absolutely sure we want it to be the “BBBY” tainted ticker of a meme stock long gone bankrupt. We’ll discover the proper name in time.”

Mattress Tub & Beyond’s return will come near on the heels a different legendary retail brand’s comeback.

Toddlers R Us, which went out of small business in tandem with its mum or dad business, Toys R Us, in 2018, opened its new US flagship retail store past month at the American Desire Mall in New Jersey.