Overstock.com Will Rebrand After Acquiring Bed Bath & Beyond

Mindy Cohn 

Overstock.com  paid $21.5 million to acquire the bankrupt Bed Bath & Beyond's intellectual property, including its brand, website, loyalty program, customer database, and name.

The online furniture and retail store will officially change its name and become Bed Bath & Beyond in time for Labor Day.

What this means for Bed Bath & Beyond fans is that it will continue to exist virtually long after the brick-and-mortar stores complete liquidation and close for good. 

Overstock will continue to offer Club O rewards dollars on all purchases, although it will be rebranded and called by the Bed Bath & Beyond Welcome Rewards name. Welcome Rewards will offer the Overstock traditional 5% back instead of the 20% provided previously by Bed Bath & Beyond.

Overstock also plans to revive Bed Bath & Beyond's popular wedding registry, merging Bed Bath's gift registry with Overstock's Gift Registry.