Beyond agrees to buy Buy Buy Baby brand rights for $5 million

Beyond Inc., the owner of Bed Bath & Beyond and Overstock, announced on February 3, 2025, that it had agreed to purchase global rights to the Buy Buy Baby brand for $5 million. The proposed acquisition would reunite two retail names separated following Bed Bath & Beyond’s 2023 bankruptcy.

The agreement, signed January 30 with BBBY Acquisition Co. LLC, covers trademarks, domain names, website information, selected contractual rights and goodwill, according to Beyond’s securities filing. The purchase price is payable at closing following a due diligence period, making the announcement an agreement rather than a completed acquisition.

The transaction also includes continuing payments tied to sales. Beginning in 2026, Beyond would pay a 1% revenue share on qualifying e-commerce sales and 0.5% on qualifying physical-store sales generated through the company, its affiliates, licensees and franchisees, the filing said.

The brands took separate paths after their former parent’s collapse. Overstock acquired Bed Bath & Beyond intellectual property and other digital assets for $21.5 million in June 2023 through a bankruptcy-court-supervised process, then launched a new U.S. BedBathandBeyond.com website that August. That revival centered on e-commerce rather than restoring the former retailer’s store network.

Buy Buy Baby, meanwhile, was sold to Dream on Me Industries during the bankruptcy, MarketWatch reported. Its new owner reopened 11 stores but subsequently closed them in October 2024 to concentrate on digital retail. Beyond’s proposed purchase would place the baby-products brand alongside Bed Bath & Beyond under common ownership again.

Beyond said its retail partner Kirkland’s would have flexibility to incorporate Buy Buy Baby into Bed Bath & Beyond stores or open standalone locations under the legacy banners. Those options could give the brand a renewed physical presence, although the announcement did not specify store counts or an opening timetable.

Executive Chairman Marcus Lemonis presented the acquisition as a way to serve families through home-related purchases and major life milestones. The commercial rationale extends beyond acquiring a familiar name: the package also includes databases, vendor relationships and content that Beyond could use in developing the business.

Beyond also outlined exploratory plans with tZERO to tokenize part of the brand’s intellectual property. Potential offerings could include a digital dividend for existing shareholders and an investment opportunity for new investors, with revenue-sharing and loyalty benefits. These remained proposals, not announced distributions or completed offerings.

A separate proposed blockchain initiative, called LifeChain, would seek to bring significant personal records and digital assets into a single wallet, with support from Salesforce technology, Beyond said. The company classified its acquisition, store and blockchain expectations as forward-looking; completion of the purchase and subsequent execution would determine how much of that broader strategy reaches customers.