Beyond to buy rights to Buy Buy Baby brand and reunite it with Bed Bath & Beyond

Dow Jones02-03

MW Beyond to buy rights to Buy Buy Baby brand and reunite it with Bed Bath & Beyond

Beyond Inc.'s stock rose 1% early Monday in a deeply negative market, after the parent of Bed Bath & Beyond and Overstock said it's agreed to acquire the global rights to the Buy Buy Baby brand and will reunite the two businesses.

Beyond $(BYON)$ will pay $5 million to acquire assets, databases, IP, vendor relationships and content related to Buy Buy Baby, once considered the crown jewel in the Bed Bath & Beyond portfolio. Buy Buy Baby was sold to a vendor called Dream on Me Industries Inc. when Bed Bath & Beyond went bankrupt in 2023, which reopened 11 stores but then closed them last October to focus on its digital business.

Beyond Executive Chair Marcus Lemonis said the move would boost the Beyond portfolio and that it would explore tokenizing some of Buy Buy Baby's IP.

-Ciara Linnane

This content was created by MarketWatch, which is operated by Dow Jones & Co. MarketWatch is published independently from Dow Jones Newswires and The Wall Street Journal.

(END) Dow Jones Newswires

February 03, 2025 08:46 ET (13:46 GMT)

Copyright (c) 2025 Dow Jones & Company, Inc.

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