Iconic Bed Bath & Beyond Brand Returns to Stores with First Bed Bath & Beyond Home in Nashville

Rhea-AI Summary

The Brand House Collective (NASDAQ:KIRK), formerly Kirkland's, announced the grand opening of its first Bed Bath & Beyond Home store in Nashville on August 8, 2025. The company is reintroducing the iconic retail brand following shareholder approval of its name change on July 24, 2025.

The company will begin trading under the new ticker symbol TBHC effective July 29, 2025. To celebrate the opening, the store will honor legacy Bed Bath & Beyond coupons and offer new ones. The first 25 customers will receive a free premium memory foam queen mattress valued at $226.99.

Positive

• Acquisition and revival of the iconic Bed Bath & Beyond brand name
• Strategic rebranding from Kirkland's to The Brand House Collective
• Honoring legacy coupons to maintain customer loyalty and brand recognition

Negative

• Significant operational changes and rebranding costs may impact short-term financials
• Potential customer confusion during transition period from KIRK to TBHC ticker

Insights

Retail Transformation Strategist

Kirkland's strategic rebrand to The Brand House Collective marks significant pivot, leveraging the acquired Bed Bath & Beyond brand to potentially revitalize business.

This announcement represents a pivotal transformation for the former Kirkland's operation. The company has not only changed its name to The Brand House Collective but is also launching its first store under the acquired Bed Bath & Beyond brand name, reimagined as "Bed Bath & Beyond Home." This strategic pivot indicates the company is attempting to leverage the established equity and recognition of the Bed Bath & Beyond brand, which had significant consumer awareness before its bankruptcy and liquidation in 2023.

The revival strategy includes bringing back the iconic Bed Bath & Beyond coupon program—a marketing tactic that had developed a cult-like following among consumers. The acceptance of legacy coupons demonstrates an attempt to recapture the former customer base while the premium mattress giveaway signals an upmarket positioning strategy.

This rebranding comes at a critical juncture for the company. Kirkland's had been struggling with declining sales and store closures in recent years. The adoption of a multi-brand portfolio approach (reflected in the new "Collective" name) suggests a strategic shift from a single-brand specialty retailer to a home goods platform that could potentially house multiple brands. This mirrors successful approaches from companies like Williams-Sonoma, which operates several distinct home furnishing brands under one corporate umbrella.

The timing is particularly strategic, as the home goods sector continues to face challenges post-pandemic boom. By acquiring and relaunching a recognizable brand name rather than building recognition from scratch, the company is attempting to shortcut the costly brand-building process while capitalizing on established consumer affinity.

Grand Opening Celebration Planned for August 8^th

Ticker Symbol Changes from KIRK to TBHC Effective July 29, 2025

NASHVILLE, Tenn., July 28, 2025 /PRNewswire/ -- The Brand House Collective, Inc., formerly Kirkland's, Inc., (Nasdaq: KIRK) ("The Brand House Collective" or the "Company"), today announced that it will celebrate the grand opening of its first Bed Bath & Beyond Home store located in Nashville, TN, on August 8, 2025. The store opening is the first for the Company under its new name, The Brand House Collective, Inc., following the approval by shareholders at the annual meeting held on July 24, 2025.

"We're proud to reintroduce one of retail's most iconic names with the launch of Bed Bath & Beyond Home, beautifully reimagined for how families gather at home today," said Amy Sullivan, CEO of The Brand House Collective. "This isn't just a store, it's a fresh start for a brand that means something special to so many families. With Bed Bath & Beyond Home we're delivering on our mission to offer great brands, for any budget, in every room.  It's a powerful addition to our portfolio and a meaningful step forward in our transformation."

To celebrate our grand opening on August 8th, in honoring our brand's history, we're bringing back one of its most iconic traditions, the beloved Bed Bath & Beyond coupon. We encourage guests to bring in their legacy Bed Bath & Beyond coupons which we will gladly honor. The coupon we all know and love is back and for those who need one, a fresh version will be waiting at the door. In addition, the first 25 customers who make a purchase will receive an incredible free gift, The Beyond Bed, a premium 10" memory foam queen size mattress, regularly valued at $226.99. Join us for a homecoming celebration where nostalgia meets fresh possibilities, and every customer becomes part of our exciting new chapter!

Ticker Symbol Change
Effective July 29, 2025, the company will begin trading under its new ticker symbol "TBHC." No action is required by shareholders regarding the ticker symbol change.

Additional details regarding the results of the annual meeting are included in the Form 8-K filed with the Securities and Exchange Commission ("SEC") today. All management proposals received strong shareholder support and approval.

About The Brand House Collective, Inc.
The Brand House Collective, Inc., formerly Kirkland's Inc., is a multi-brand merchandising, supply chain and retail operator, managing a portfolio of iconic home and family brands including Kirkland's Home and Beyond Inc.'s Bed Bath & Beyond Home, Bed Bath & Beyond, buybuy Baby, and Overstock. Currently operating more than 300 stores across 35 states as well as e-commerce sites, www.kirklands.com and www.bedbathandbeyondhome.com, the Company offers distinctive brand experiences providing curated, high-quality product assortments for every room, every moment, and for every budget. More information can be found at www.kirklands.com.

Contact:

Investor Relations ICR Caitlin Churchill TBHC@icrinc.com 1-203-682-8200

Media The Brand House Collective, Inc. media@brandhouseco.com

 

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SOURCE The Brand House Collective, Inc.

FAQ

When will the first Bed Bath & Beyond Home store open under The Brand House Collective (NASDAQ:TBHC)?

The first Bed Bath & Beyond Home store will open in Nashville, TN on August 8, 2025.

What happens to Kirkland's (NASDAQ:KIRK) stock after the company name change?

The stock will begin trading under the new ticker symbol TBHC effective July 29, 2025. No action is required by shareholders.

Will The Brand House Collective honor old Bed Bath & Beyond coupons?

Yes, the company will honor legacy Bed Bath & Beyond coupons and will provide new coupons at the store.

What special promotion is offered for the Nashville store opening?

The first 25 customers who make a purchase will receive a free Beyond Bed premium 10" memory foam queen size mattress, valued at $226.99.

When did shareholders approve The Brand House Collective's name change from Kirkland's?

Shareholders approved the name change at the annual meeting held on July 24, 2025.