Weeks after Beyond acquired Buy Buy Baby, the company is preparing to relaunch the brand ahead of Mother’s Day in 2025.
The move marks Buy Baby Baby’s reunion with its former owner — and now fellow Beyond subsidiary — Bed Bath & Beyond. In addition, Buy Buy Baby plans to launch a crowdfunding offering linked to its intellectual property.
Officially, Buy Buy Baby’s grand online reopening is scheduled for Thursday, May 8. Mother’s Day in 2025 falls on Sunday, May 11.
Beyond Inc. ranks No. 68 in the Top 2000 Database. The Digital Commerce 360 database ranks North America’s largest online retailers by their annual ecommerce sales. Digital Commerce 360 projects that Beyond’s total online sales in 2025 will reach $1.34 billion.
Buy Buy Baby’s relaunch under Beyond
Buy Buy Baby’s website has remained live since Beyond announced its deal to acquire the brand in February. The May event, which Beyond is promoting as “Baby Days,” is slated to include “daily giveaways” as the company pushes its baby products and registry options.
“I have been focused on returning buybuy BABY to its original growth partner — Bed Bath & Beyond,” said Marcus Lemonis, executive chairman and principal executive officer at Beyond, in the company’s announcement. “The rebirth of this brand and digital security issuance mark a new beginning for an iconic American retailer.”
Buy Buy Baby is working with the brokerage platform tZERO on its tokenized digital security offering.
“The tokenization of ‘BABY’ offers an exciting opportunity to monetize the intellectual property and share in future success and growth of the retail business,” Lemonis stated.
That offering is scheduled to launch “on or around May of 2025 on tZERO’s Brokerage Platform,” according to information Beyond released.
Buy Buy Baby’s ownership history
Prior to the February acquisition by Beyond, Buy Buy Baby went fully digital, announcing in October 2024 that it would close its existing physical stores. The brand originally debuted in 1996. Decades later, it relaunched in November 2023 after Mark Srour-Serure, the owner of Dream on Me Industries, acquired its trademark and digital assets. Dream on Me had been a vendor for Buy Buy Baby in its incarnation under Bed Bath & Beyond. However, Bed Bath & Beyond entered bankruptcy in April 2023, only to be acquired by Overstock. Following Beyond’s February deal, Overstock, Bed Bath & Beyond and Buy Buy Baby are all now brands under the Beyond umbrella.
Beyond recently sold its controlling stake in the online retailer Zulily. It reached another deal with Kirkland’s in late 2024 that could lead to Bed Bath & Beyond and Buy Buy Baby returning to physical retail in a limited capacity through Kirkland’s locations.
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