Beyond, Inc. Closes on the Purchase of Buy Buy Baby

Rhea-AI Summary

Beyond (NYSE:BYON) has completed the acquisition of Buy Buy Baby brand's global rights for $5 million from BBBY Acquisition Co. The purchase includes assets, databases, domains, intellectual property, vendor relationships, and content related to Buy Buy Baby.

The transaction, which was completed ahead of schedule, reunites Buy Buy Baby with Bed Bath & Beyond, both now under Beyond's ownership. According to Executive Chairman Marcus Lemonis, this strategic move aims to strengthen the company's position in key life stage shopping moments by bringing these two iconic brands back together.

Positive

• Strategic acquisition of Buy Buy Baby brand completed ahead of schedule
• Low acquisition cost of only $5 million for global brand rights and assets
• Synergistic combination with existing Bed Bath & Beyond brand
• Expansion of market reach in life stage shopping segment

Negative

• None.

Insights

Financial Analyst

The $5 million acquisition of Buy Buy Baby's brand assets represents a remarkably strategic move by Beyond Inc., particularly considering the brand's historical performance and market recognition. This transaction goes beyond mere brand acquisition - it's a calculated play to capture key life-stage shopping moments and enhance customer lifetime value.

The deal's structure is particularly noteworthy. By acquiring intellectual property, vendor relationships, and customer databases rather than physical retail locations, Beyond has effectively cherry-picked the most valuable assets while minimizing operational risks and integration costs. The vendor relationships alone could prove invaluable, as they typically take years to develop in the specialized baby products market.

The reunification of Bed Bath & Beyond and Buy Buy Baby under one corporate umbrella creates significant cross-selling opportunities. The baby products market serves as an excellent customer acquisition channel, as new parents typically make substantial purchases across multiple categories. This demographic often transitions into long-term home goods customers, potentially driving higher customer lifetime value for Beyond's broader product ecosystem.

From a competitive standpoint, this acquisition strengthens Beyond's position against major retailers like Target and Amazon in the baby products segment. The combination of Bed Bath & Beyond's home goods expertise with Buy Buy Baby's specialized focus creates a unique value proposition for customers navigating major life transitions - from setting up a new home to preparing for a baby.

The $5 million purchase price appears particularly advantageous given the brand equity and intellectual property included in the transaction. While Buy Buy Baby's brand value may have diminished during its parent company's bankruptcy, the potential for revival under Beyond's digital-first approach and operational expertise could unlock significant value. The ahead-of-schedule closing also suggests smooth execution and strong strategic alignment between parties.

MURRAY, Utah, Feb. 24, 2025 (GLOBE NEWSWIRE) -- Beyond, Inc. (NYSE:BYON), owner of Bed Bath & Beyond and Overstock, announced today it has completed the previously announced transaction pursuant to the Company’s Asset Purchase Agreement with BBBY Acquisition Co. LLC (“BBBY”) to acquire the global rights of the Buy Buy Baby brand. The purchase price of $5 million includes certain assets, databases, domains, intellectual property, vendor relationships and content related to Buy Buy Baby.

Marcus Lemonis, Executive Chairman of Beyond, commented, “As part of our strategy to expand our market reach, I am excited to announce we completed the acquisition of the Buy Buy Baby brand ahead of schedule. We believe bringing these two iconic brands, Bed Bath & Beyond and Buy Buy Baby, back together significantly strengthens our customer proposition in key life stage shopping moments.”  

About Beyond
Beyond, Inc. (NYSE:BYON), based in Murray, Utah, is an ecommerce focused affinity company that owns or has ownership interests in various retail brands, offering a comprehensive array of products and services that enable its customers to unlock their homes’ potential through its vast data cooperative. The Company currently owns Bed Bath & Beyond, Overstock, and other related brands and websites. The Company regularly posts information and updates on its Newsroom and Investor Relations pages on its website, Beyond.com.

Beyond, Bed Bath & Beyond, and Overstock are trademarks of Beyond, Inc. Other service marks, trademarks and trade names which may be referred to herein are the property of their respective owners.

Cautionary Note Regarding Forward-Looking Statements
This press release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Such forward-looking statements include all statements other than statements of historical fact, including but not limited to statements regarding anticipated results, opportunities, and synergies related to the purchase of the Buy Buy Baby intellectual property and the Bed Bath & Beyond and Buy Buy Baby Brands. Forward-looking statements also include statements regarding the expansion of token offerings, future dividends, revenue share, and offerings, future blockchain efforts, record keeping and the scope of such, and anticipated results and opportunities relating to the same. Additional information regarding factors that could materially affect results and the accuracy of the forward-looking statements contained herein may be found in the Company's Annual Report on Form 10-K for the fiscal year ended December 31, 2023, filed with the SEC on February 23, 2024, on Form 10-Q for the quarter ended September 30, 2024, filed with the SEC on October 25, 2024, and in our subsequent filings with the SEC.

Contact Information
ir@beyond.com
pr@beyond.com

FAQ

How much did Beyond (BYON) pay for Buy Buy Baby acquisition in February 2024?

Beyond paid $5 million to acquire Buy Buy Baby's global rights, including assets, databases, domains, intellectual property, vendor relationships, and content.

What assets were included in Beyond's Buy Buy Baby acquisition?

The acquisition included global rights to the Buy Buy Baby brand, databases, domains, intellectual property, vendor relationships, and content related to the brand.

When did Beyond (BYON) complete the Buy Buy Baby acquisition?

Beyond completed the acquisition of Buy Buy Baby on February 24, 2024, ahead of the initially scheduled timeline.

How does the Buy Buy Baby acquisition align with Beyond's (BYON) strategy?

The acquisition aligns with Beyond's strategy to expand market reach and strengthen its customer proposition in key life stage shopping moments by reuniting Buy Buy Baby with Bed Bath & Beyond.