Bed Bath & Beyond Readies for Revival, Welcoming Decades-Old Coupons
The revived retailer is allowing customers to use even expired coupons as part of a strategy to reconnect with loyal shoppers.
Bed Bath & Beyond is returning to brick-and-mortar retail and will once again honor its iconic blue coupons, including those kept for decades. This move comes after the brand was acquired by online retailer Overstock, which subsequently rebranded itself as Bed Bath & Beyond following the original company's 2023 bankruptcy and closure of all its stores.
At the opening of the first new stores in Nashville, staff distributed the retailer's blue coupons, a gesture met with significant enthusiasm from shoppers. This positive reception has prompted the company to launch a nationwide contest to find the oldest Bed Bath & Beyond coupon. Participants have until July 13 to submit their oldest coupons at participating stores for a chance to win a $100,000 home renovation, with additional prizes of $500 and $100 gift cards also available.
The company has stated that it will continue to accept expired coupons even after the contest concludes. This strategy is part of a larger revival plan that includes opening 97 co-branded locations with The Container Store, following the parent company's acquisition of that retailer in April for $150 million. Additionally, 200 Kirkland's Home stores will be converted into Bed Bath & Beyond locations, a result of the parent company's $10 million acquisition of Kirkland's last year.
The brand's return aims to recapture the loyalty of shoppers who have followed Bed Bath & Beyond since its founding in 1971 by Warren Eisenberg and Leonard Feinstein. The founders established a unique retail environment, stacking towels, linens, and bedding to the ceiling, creating a densely packed look that became a signature feature. Another defining characteristic was the widespread use of 20 percent off coupons, often preferred by customers over sales and advertising.
For years, cashiers commonly accepted these coupons regardless of their expiration dates, leading shoppers to stockpile them. However, in 2020, company executives identified these coupons as a drain on profits and attempted to reduce dependence on them by introducing a membership model. This decision was later reconsidered, with the company acknowledging in 2022 that they had underestimated customers' attachment to the coupons.