Retail giant Bed Bath & Beyond initiates the launch of its personal brand lineup, starting with Nestwell debut.
Bed Bath & Beyond, a leading home retailer, has taken a significant step in its three-year transformation plan with the launch of its new private label brand, Nestwell. The brand, designed to cater to four customer archetypes - The Coziest, The Naturalist, The Trendsetter, and The Functionalist - is part of a broader strategy to revitalise the store footprint and roll out private labels.
Nestwell, positioned as an affordable brand targeting the good and better price points, offers a wide range of products including sheets, pillows, duvets, bath towels, and accessories. Some of the products feature organic and responsibly-sourced materials like organic cotton percale and hemp, appealing to environmentally-conscious consumers.
The home market, valued at $180 billion according to Hartsig, presents a substantial opportunity for Nestwell. The brand's prices range from $6 for washcloths to between $30 and $120 for sheets, making it accessible to a broad demographic.
The launch of Nestwell is accompanied by the "Nestwell to Rest Well" guide, which includes an online quiz to help consumers find products suited for their sleep and style needs. This guide also features design tips from Bed Bath & Beyond's online interior design service, Decorist, and advice from Dr. Shelby Harris, an expert in sleep wellness.
Bed Bath & Beyond aims to increase the sales contribution of owned brands from 10% to 30% and possibly beyond over the next three years. In line with this goal, the company plans to launch seven more private label brands in the coming months.
The transformation plan also includes resetting merchandise assortment, remodeling around 450 stores, and improving digital experience. The company is closing underperforming stores, focusing on profitability and aligning physical retail presence with market demand.
Bed Bath & Beyond is rebranding as The Brand House Collective, a move that signifies a shift towards a multi-brand retail strategy. The company is also introducing the Overstock brand into physical retail and redesigning buybuy Baby stores for expansion as part of this strategy.
Under the new name, The Brand House Collective, the company has implemented a streamlined corporate structure with a customer-first, merchant-led organisation. This reorganisation aims to enhance performance, align store locations by neighbourhood preferences, and evaluate growth opportunities including company-owned expansions and potential franchising.
With the launch of Nestwell, Bed Bath & Beyond is positioning itself to "stand tall" in the competitive home market. The brand's focus on affordability, sustainability, and customer needs is a strategic move that could help the retailer regain its market position.
- Bed Bath & Beyond, now rebranded as The Brand House Collective, aims to boost the sales contribution of its private labels from 10% to 30%, with plans to launch seven more brands in addition to Nestwell.
- The launch of Nestwell, an affordable brand targeting various customer archetypes, offers eco-friendly products such as organic cotton percale and hemp, making it appealing to environmentally-conscious consumers.
- The home market, valued at $180 billion, presents a substantial opportunity for Nestwell, with prices ranging from $6 for washcloths to $120 for sheets, making it accessible to a broad demographic.
- In its three-year transformation plan, Bed Bath & Beyond is not only focusing on launching private labels but also resetting merchandise assortment, remodeling stores, improving digital experience, and rebranding as The Brand House Collective to position itself competitively in the market.
