Overstock.com To Rebrand As Bed Bath & Beyond

Reuters reports:

Overstock.com intends to sunset its company name and rebrand as Bed Bath & Beyond after purchasing that company’s intellectual property assets in bankruptcy, Overstock CEO Jonathan Johnson said on Thursday.

Overstock, which chose not to bid on any of Bed Bath & Beyond’s retail locations or inventory, will remain an online-only home goods retailer, combining Overstock’s strengths with a better-known and stronger brand name, Johnson said in an interview.

Overstock’s “generic” name has held the company back, Johnson said. Before the Bed Bath & Beyond bankruptcy, Overstock thought that a rebrand would take years and potentially hundreds of millions of dollars, according to Johnson.

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