Overstock.com, Inc., which operates as Bed Bath & Beyond, today announced that it will change its corporate name to Beyond, Inc. effective Nov. 6, 2023. The company will also transfer its stock listing from the Nasdaq Global Market (NASDAQ) to the New York Stock Exchange (NYSE) and change its ticker symbol from OSTK to BYON. Following the corporate name change, Beyond, Inc. will continue to operate its furniture and home furnishings e-commerce business under the Bed Bath & Beyond brand.
Total Retail’s Take: Overstock.com acquired the Bed Bath & Beyond brand and associated intellectual property on June 28. The Overstock business rebranded shortly thereafter as Bed Bath & Beyond, launching its Canada website (bedbathandbeyond.ca, formerly overstock.ca) on June 29 and its U.S. website (bedbathandbeyond.com, formerly overstock.com) and mobile app on August 1. Parent company Overstock.com is now completing its full transition to operate under the name Beyond. “We expect the corporate name change to enhance the awareness of our iconic consumer brand, Bed Bath & Beyond,” said Jonathan Johnson, CEO, in a company press release.
The new combined business is looking to the future, hoping to capitalize on the sizable reach of the Bed Bath & Beyond name. “As we continue the process of transforming our consumer brand, our new corporate name will help us reach millions of new customers with our advantageous and differentiated, asset-light e-commerce business model,” Johnson said. “The name ‘Beyond’ emphasizes our commitment to connect new and legacy customers with a wide assortment of products and services.”
