MARKETING/SOCIAL MEDIA

Bed Bath & Beyond does private label—finally

BY Marianne Wilson

Bed Bath & Beyond is launching its first-ever private-label brand — and there are already more in the works.

The new line, called Bee & Willow Home, features furniture, decor items and more. It is the first of six in-house decorative home brands that Bed Bath & Beyond will introduce this year and in 2020.

“We’re developing private label proprietary brands to offer a meaningfully differentiated assortment to bring our customers something they’re not seeing elsewhere,” said Jean Lindsley, VP of branding of Bed Bath & Beyond.

Bed Bath & Beyond has been challenged with increased competition from online players and also from traditional retailers. Walmart recently announced it is expanding its growing collection of exclusive online-only brands with the launch of MoDRN, a home brand aimed at customers with a “modern aesthetic.” The launch comes nearly a year after Walmart unveiled its enhanced online destination for home goods. The discount giant also has other exclusive home collections slated to launch in the coming months.

Target is also very active in the space and has launched an array of private home brands, including one in collaboration with Chip & Joanna Gaines, former stars of HGTV.

Bed, Bath & Beyond’s new Bee & Willow collection features “expertly designed” furniture, ranging from dining tables and chairs to sofas and side tables to upholstered beds and dressers, along with a wide range of home décor and accessories, including vintage-inspired rugs, art, pillows and throws, wicker baskets, dinnerware and more. Merchandise will featured in all Bed Bath & Beyond stores nationwide and online. Furniture vignettes will be in approximately 165 store locations.

Prices start at about $5 for cleaning supplies and run upwards to nearly $1,000 for select furniture pieces.

“The inspiration for Bee & Willow Home is a contemporized approach to the idyllic, rustic style of décor,” said Barbara Weston, director of global trend at Bed Bath & Beyond. “The materials in the collections include an eclectic blend of rustic, distressed and time loved transitional décor pieces combined with distressed stone, wood and metal.”

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