Bed Bath & Beyond Physical Store Return Sparks Shopper Excitement

The familiar flutter of oversized blue-and-white coupons is back. More than two years after vanishing into bankruptcy, Bed Bath & Beyond is officially reopening its doors – but with a fresh name and strategy. Bed Bath & Beyond Home welcomed its first customers in Nashville on Friday, marking a significant moment in the attempted revival of the iconic home goods brand under new ownership.

This relaunch is spearheaded by The Brand House Collective, the parent company formerly known as Kirkland’s. Now overseeing Bed Bath & Beyond Home alongside Buy Buy Baby and Overstock, the group aims to recapture shopper loyalty while adapting to modern retail. In an interview with CBS MoneyWatch, Brand House chief of staff Starr Hudgens described the Nashville store as a “transition,” focusing sharply on seasonal décor, bedroom furniture, and bath and laundry essentials. The approach is a “test and learn” phase before a potential wider rollout in 2026.

The Nostalgia Factor: Coupons Make a Grand Return

Crucially, Brand House is leaning heavily on nostalgia. The legendary 20%-off coupons, synonymous with the brand’s heyday, are back. New shoppers receive one upon entry, and CEO Amy Sullivan confirmed to the TODAY Show that coupons from previous store iterations will also be honored. “It’s a reintroduction of one of retail’s most iconic names,” Sullivan stated, calling the concept “beautifully reimagined for how families gather at home today.”

Testing the Waters Before National Expansion

The initial Nashville location is just the starting point. Brand House plans to open four additional Bed Bath & Beyond Home stores in the Nashville market throughout 2025. This concentrated rollout allows the company to refine its product mix and store experience based on customer feedback before committing to a national strategy next year. This cautious approach follows the brand’s dramatic fall from operating over 300 stores to complete closure during its Chapter 11 bankruptcy in April 2023.

Shoppers Voice Excitement and Skepticism

News of the return has sparked a wave of reactions online. On TikTok, user @jodybbeauty exclaimed, “Bed Bath & Beyond is BACK!… I’m stoked, you should be stoked. I don’t have any money for it, but hell, I’m still gonna go window shop.” Another user declared, “Because nothing hits like a BB&B haul. Who’s coming with me?” However, not all reactions were positive. Some early visitors expressed disappointment, with one user on X noting, “Went in there last weekend, 99% of stuff was still Kirkland’s stuff,” highlighting the challenge of differentiating the new concept from its parent company’s existing brand.

The successful relaunch of Bed Bath & Beyond Home hinges on balancing cherished nostalgia with a compelling, modern shopping experience. The return of the beloved coupons is a powerful draw, but shoppers will ultimately judge the brand by its product selection, value, and ability to recapture the magic that once filled its sprawling aisles. Visit the Nashville store to see if the new chapter lives up to the legacy.

Must Know

• Is Bed Bath & Beyond really reopening?
  Yes, the brand is relaunching under the name “Bed Bath & Beyond Home.” The first store opened in Nashville on August 9, 2025. This is a strategic revival led by its new parent company, The Brand House Collective, following the brand’s 2023 bankruptcy.
• Where is the new Bed Bath & Beyond store located?
  The flagship store opened in Nashville, Tennessee. The Brand House Collective plans to open four additional locations within the Nashville market throughout 2025 as part of its initial testing phase before considering national expansion.
• Are the famous Bed Bath & Beyond coupons coming back?
  Absolutely. The iconic blue-and-white 20%-off coupons are a central part of the relaunch strategy. New shoppers receive a coupon upon entry, and CEO Amy Sullivan confirmed the stores will honor coupons from previous Bed Bath & Beyond iterations.
• What’s different about Bed Bath & Beyond Home?
  The new concept is described as more streamlined than the old big-box stores. It focuses heavily on seasonal décor, bedroom furniture, and core bath and laundry essentials. The stores are smaller and represent a “test and learn” approach by the new ownership to refine the offering.
• Who owns Bed Bath & Beyond now?
  The brand is now owned and operated by The Brand House Collective, the company formerly known as Kirkland’s Home. This parent company also oversees Buy Buy Baby and Overstock.
• Why did Bed Bath & Beyond close before?
  Bed Bath & Beyond filed for Chapter 11 bankruptcy in April 2023 after years of declining sales and mounting debt, ultimately leading to the closure of all its physical stores. The brand assets were acquired during the bankruptcy process.