Kirkland's to Rebrand as 'The Brand House Collective' Under Beyond
Home decor retail chain Kirkland's announced Tuesday it is rebranding to The Brand House Collective as part of its ongoing transformation and association with Beyond Inc, whose portfolio includes Bed Bath & Beyond, Overstock, and Buybuy BABY.
Beyond acquired the rights to Kirkland's IP and brand name for $5 million in May, granting Kirkland's a license to open and operate Bed Bath & Beyond Home and buybuy BABY stores within a neighborhood format retail footprint. With this deal, Beyond was able to acquire up to 65 percent of Kirkland’s outstanding capital stock and nominate an additional member to the retailer's board of directors, among several other changes.
A company press release said the name change to The Brand House Collective reflected "the company's transformation into a multibrand merchandising, supply chain and retail operator leading the brick-and-mortar vision and strategy for Kirkland's Home." It won't be official until the shareholders approve it at the company's annual meeting on July 24.
Kirkland's CEO Amy Sullivan called the name change a "defining moment" for the company. Sullivan will serve as CEO, chief merchant and creative officer of The Brand House Collective, with all brand and functional leaders reporting directly to her. The Kirkland's board also saw five of its board members resign effective June 24, and announced four appointments.
Total Retail's Take: Labeling the change an "operational reset," Beyond said in the release it was planning on consolidating real estate and turning several Kirkland's locations — there are 313 in all — into Bed Bath & Beyond Home stores. All Bed Bath & Beyond stores were closed in 2023 after that company filed for bankruptcy, and has been teasing its re-entry to the brick-and-mortar market in 2025, with the first opening in Brentwood, Tenn. in August, and 74 other Kirkland's planned to convert by 2026. The Kirkland's Home website will also be co-branded with Bed Bath & Beyond Home.
The Beyond conglomerate has experienced a deluge of changes over the past few years, beginning with the Bed Bath & Beyond Chapter 11 bankruptcy in 2023. buybuy BABY, also owned by Bed Bath & Beyond, shut down its 360 locations at the time of the bankruptcy. Overstock.com acquired the Bed Bath & Beyond brand and associated intellectual property in June 2023 and changed its name to Beyond, Inc. shortly after, then shut down the Overstock site. In March 2024, Beyond acquired the e-commerce site Zulily, but sold it a year later to Lyons Trading Company. In October, Kirkland's and Beyond entered into a partnership that involved Kirkland's becoming Beyond's exclusive operator and licensee for new "neighborhood" Bed Bath & Beyond locations across the country.
Marie Albiges is the managing editor for Women in Retail, Total Retail, and Women Leading Travel & Hospitality. She is responsible for content development, management and production for the group. Marie is a former journalist, a travel aficionado, a French native and fitness enthusiast who lives in Philadelphia with her partner, stepdaughter and dog.
