Overstock acquired Bed Bath & Beyond intellectual property in June. In early August, they brilliantly decided to cut out many of the painful rebranding processes by using the Bed Bath & Beyond brand instead of their own.
Chief Executive Jonathan Johnson stated, “We thought we had a good operating model but a bad name; we thought Bed Bath & Beyond had a great name but a bad operating model.” When customers visit either of these websites (Overstock or Bed Bath & Beyond), they will be directed to the same landing page – eventually leading to the websites being one under the Bed Bath & Beyond brand.
Brilliant? Risky? What are your thoughts?
Connect with PMG: