June 02, 2021 at 04:04PM

Bed Bath & Beyond is introducing three more owned brands by mid-July, the company said in a Wednesday (June 2) press release. The new brands are Our Table, Wild Sage and Squared Away.

So far the retailer introduced six owned brands in five months, ahead of its planned 6-month timetable. The new owned brands also are being rolled out before back-to-college shopping begins.

The launch of new owned brands this quarter is part of the store’s restructuring of its product offerings, the largest in a generation, as the company strives to rebuild its authority in the $180 billion home market space, according to the release.

Bed Bath & Beyond President and CEO Mark Tritton said the company’s owned brands plan includes “product assortments strategically sequenced” to integrate with the brand’s “core destination categories” — bed, bath, kitchen and dining, indoor decor and storage and organization.

The company’s Our Table line was inspired by “natural materials and time-honored craftsmanship.” It consists of more than 1,100 modern kitchen and dining wares across cookware, bakeware, serve ware, food prep, kitchen gadgets and utensils, kitchen linens, dining and barware. 

Wild Sage is a collection of 600 “free-spirited pieces” for the bedroom, bathroom, dining room, and living spaces. The products were inspired by worldwide design trends.

Squared Away is a new storage, organization, and cleaning solutions line with 300 products that can be used throughout the home, including the kitchen, closet, and bathroom.

Owned brand Haven, a collection of bath essentials, was introduced in early April. The brand includes organic cotton bath towels and bathrobes in addition to storage products, bath accessories, bath furniture, shower curtains and bath rugs.

Bed Bath & Beyond introduced a 3-year transformation plan in April. Tritton said on an investor call that there had already been a fast-paced transformation over the prior 12 months that helped it become a stronger, more focused business.

The country’s largest chain of home furnishing stores also announced in April that it was doubling down on its recent investment to advance its private-label brands with a promotional campaign.

Bed Bath & Beyond Introduces Three More Owned Brands …

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