Beyond Acquires Buy Buy Baby Brand Rights for $5M

Dow Jones02-03

By Adriano Marchese

Beyond has agreed to acquire the rights of the Buy Buy Baby brand for $5 million.

The owner of Bed Bath & Beyond said Monday that it has entered into an asset purchase agreement with BBBY Acquisition to acquire certain assets, databases, domains, intellectual property, vendor relationships, and content related to Buy Buy Baby.

Buy Buy Baby is a big-box retail chain that sells products for infants and young children.

Beyond said that the acquisition supports its own portfolio by integrating the Buy Buy Baby brand into its Bed Bath & Beyond stores as well as it its own standalone locations.

Beyond has been working towards bringing back physical Bed Bath & Beyond stores after the company filed for bankruptcy in April of 2023, from which it has since emerged.

In October of last year, the company entered a $25 million partnership with Kirkland's for it become the exclusive brick-and-mortar operator of Beyond.

"This acquisition, combined with Beyond's existing portfolio of assets and investments, drives us toward our mandate of operating a profitable company focused on traditional revenue and earnings growth," the company said.

Write to Adriano Marchese at adriano.marchese@wsj.com

(END) Dow Jones Newswires

February 03, 2025 09:01 ET (14:01 GMT)

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

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