Bed Bath & Beyond lives on!(line); buys rights to bankrupt retailer and changes name

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Bed Bath & Beyond will live on, online at least, after acquired the bankrupt retail chain’s intellectual property assets for $21.5 million.

overstock.jpg, one of the biggest names in e-commerce, is ditching its name for something just as recognizable: Bed Bath & Beyond. Amanda Schupak

The online retailer is dumping its name online and will become Bed Bath & Beyond, which declared bankruptcy earlier this year.

The switcheroo to a very recognizable brand was cheered on Wall Street. Shares of Inc., based in Midvale, Utah, soared 20%.

The deal doesn’t include Bed Bath & Beyond stores, the last of which are expected to be shuttered Friday, nor the Buybuy Baby chain.

The name change will roll out in Canada next month and in August, a relaunch of the company’s website and mobile app as Bed Bath & Beyond will appear in the U.S. Those visiting will be redirected to

“Combining the strengths of the Overstock operational model and the Bed Bath & Beyond brand will create a powerful synergy,”’s CEO Jonathan Johnson said in a prepared statement. “I’m excited for consumers to experience the new Bed Bath and an even bigger and better Beyond.”

Bed Bath & Beyond – one of the original big box retailers known for its seemingly endless offerings of sheets, towels and kitchen gadgets – filed for bankruptcy protection in April. The filing followed years of dismal sales and numerous attempts to turn the flailing business around.

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