Despite bankruptcy, liquidation, and final store closures, Bed Bath & Beyond isn’t disappearing off the (digital) map.
In June, Overstock announced that it would rename itself Bed, Bath & Beyond following the company’s $21.5 million acquisition of its intellectual property and digital assets. Now the change has occurred: Users who visit Overstock.com are redirected to bedbathandbeyond.com.
“Combining the strengths of the Overstock operational model and the Bed Bath & Beyond brand will create a powerful synergy,” Overstock CEO Jonathan Johnson said in a statement. “I’m excited for consumers to experience the new Bed Bath and an even bigger and better Beyond.”
Overstock began the domain change in Canada before redirecting all visitors of overstock.com to bedbathandbeyond.com in the U.S. on August 1.
Along with the domain change, Overstock’s mobile app and rewards programs will also be overhauled. The retailer’s “Club O” loyalty program will now be called “Welcome Rewards.”
Overstock told the New York Times it was looking to adopt many of the cherished elements of the now-defunct brand into its own, such as Bed Bath & Beyond’s wedding registry.
“We will probably have both logos for a little bit, but the goal is to transition as quickly as possible to Bed Bath & Beyond,” Johnson told The Times.
Related: Here’s What Bed Bath & Beyond’s Bankruptcy Really Means for the Future of Retail
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