Beyond Inc., which owns Overstock, Buy Buy Baby and Bed Bath & Beyond, is changing its formal company name, rebranding to Bed Bath & Beyond Inc.

The move comes two years after Overstock.com Inc. paid $21.5 million for some of the previous iteration of Bed Bath & Beyond’s assets and intellectual property. Shortly after the acquisition, Overstock.com Inc. rebranded to Beyond Inc. With the new rebranding decision, Bed Bath & Beyond Inc. will begin trading under the ticker symbol BBBY on the New York Stock Exchange, effective Aug. 29, according to the company.

Beyond Inc. reported in July that it had grown revenue in its fiscal Q2 compared to Q1 in 2025. However, its Q2 revenue still decreased year over year. President and chief financial officer Adrianne Lee attributed Beyond’s improvement over Q1 to seasonal average order value (AOV) improvement and the number of orders it delivered. AOV increased $25, while delivered orders grew 8%.

Beyond Inc., soon to be Bed Bath & Beyond Inc., ranks No. 73 in the Top 2000 Database. The database is Digital Commerce 360’s ranking of North America’s largest online retailers by their annual web sales. It tracks historical web sales, average order value, conversion rate and more.

Digital Commerce 360 projects Bed Bath & Beyond Inc.’s total 2025 ecommerce sales to reach about $1.25 billion.

Rebranding to capitalize on Bed Bath & Beyond name recognition

The Utah-based company describes itself as “an ecommerce-focused retailer with an affinity model that owns or has ownership interests in various retail brands.”

It added that its “renewed brand” combines its BedBathAndBeyond.com platform with “localized, capital-efficient stores.”

“Our name change is highlighting one of the most valuable pieces of intellectual property that investors and consumers know today and does not change our intense focus on growing revenue, achieving profitability in the near term, and monetizing valuable blockchain assets,” said Marcus Lemonis, executive chairman and principal executive officer, in a statement announcing the decision.

Lemonis said the company remains “laser focused” on growing the Bed Bath & Beyond brand. It also is focused on rebuilding Overstock.com, he said. Additionally, it seeks to gain from its blockchain assets tZERO and GrainChain, he said.

Is has begun a Bed Bath & Beyond “comeback” that included opening a physical store in the Nashville, Tennessee, area. The company said the location “has experienced significant traffic and revenue alongside nationwide media coverage.” Over the next two years, it plans to convert Kirkland’s locations into small and mid-sized formats for its Bed Bath & Beyond and Buy Buy Baby stores. It said it will continue accepting Bed Bath & Beyond coupons, “no matter how old,” both online and in physical stores.

“Accelerating growth and profitability for the Bed Bath & Beyond brand requires capital allocation discipline, increased use of data science, improvements in our asset light BedBathandBeyond.com platform, and the return of some of America’s most trusted consumer brands to its omnichannel offering,” Lemonis said in the statement.

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