Bed Bath & Beyond launches another private brand

Marianne Wilson
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Bed Bath & Beyond has added another line to its fast-growing portfolio of owned brands. 

Just in time for the back-to-college shopping season, the home goods retailer has launched Squared Away, a line of multi-purpose storage, organization, and laundry care products. The line includes products such as hangers, shoe racks, wardrobe organizers, bedside caddies and storage carts, along with laundry baskets, laundry hampers, laundry sorters and ironing boards. 

The new brand is sixth of at least eight private labels that Bed Bath & Beyond is launching in fiscal 2021 as part of its three-year transformation strategy, during which it will launch more than 10 owned brands.

In addition to its new storage brand, the retailer is also targeting college students with the launch of its “College, Happier” campaign, which includes a savings pass that gives students 20% off all their college purchases. The retailer has also improved its “Pack & Hold” service, which allows students to shop locally and then pick up their order at a store near their campus.