{"id":15455,"date":"2025-06-18T06:15:26","date_gmt":"2025-06-18T06:15:26","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/kirklands-rebrands-as-it-settles-into-role-as-beyond-inc-s-brick-and-mortar-operator\/"},"modified":"2025-06-18T06:15:26","modified_gmt":"2025-06-18T06:15:26","slug":"kirklands-rebrands-as-it-settles-into-role-as-beyond-inc-s-brick-and-mortar-operator","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/kirklands-rebrands-as-it-settles-into-role-as-beyond-inc-s-brick-and-mortar-operator\/","title":{"rendered":"Kirkland\u2019s Rebrands as it Settles into Role as Beyond Inc.\u2019s Brick-and-Mortar Operator"},"content":{"rendered":"

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Specialty retailer Kirkland\u2019s<\/strong> plans to change its name to The Brand House Collective<\/strong> and has outlined plans for a \u201cdecisive transformation\u201d as the company deepens its partnership with Beyond, Inc.<\/strong>, parent company of the Bed Bath & Beyond<\/strong>, Overstock<\/strong> and BuyBuy Baby<\/strong> brands.<\/p>\n

\u201cFrom the moment our partnership with Beyond began it was clear that our model needed to evolve,\u201d said Amy Sullivan, CEO of Kirkland\u2019s in a statement. \u201cThe Brand House Collective is more than a new name \u2014 it\u2019s a bold declaration of where we\u2019re headed. We\u2019re aligning our identity with our vision to become a multi-brand merchandising, supply chain and retail operator<\/strong> \u2014 and backing it with decisive actions to strengthen our foundation: reducing excess inventory, closing underperforming locations, optimizing real estate assets and enhancing talent across the organization.\u201d<\/p>\n

Store Closures, New Ticker in the Works<\/strong><\/h2>\n

Kirkland\u2019s store consolidation plans call for the closure of approximately 24<\/strong> stores, bringing the total number of locations operated by the company to 290<\/strong>. These will be run under the Kirkland\u2019s Home, Bed Bath & Beyond Home and Overstock banners.<\/p>\n

The company\u2019s rebranding will not be final until the new name is approved by stockholders at the upcoming annual meeting on\u00a0July 24, 2025. If the rebranding is approved, Kirkland\u2019s will change its stock ticker on the NASDAQ from KIRK to TBHC.<\/p>\n

Beyond Inc.\u2019s Brick-and-Mortar Operator<\/strong><\/h2>\n

Kirkland\u2019s first came into the Beyond orbit in October 2024, when the companies announced a\u00a0multi-faceted partnership\u00a0that made Kirkland\u2019s the exclusive brick-and-mortar operator and licensee for a\u00a0series of small-formatBed Bath & Beyond Home stores in exchange for a $25 million<\/strong>\u00a0investment from Beyond. The partnership now also includes plans for BuyBuy Baby stores, following Beyond\u2019s\u00a0February 2025\u00a0acquisition of that brand, as well as a handful of Overstock stores. In May Beyond expanded its investment in Kirkland\u2019s with a $5 million<\/strong> addition to its term loan credit agreement.<\/p>\n

For going on\u00a0two<\/strong>\u00a0years, Kirkland\u2019s has been working to improve its performance through a combination of\u00a0inventory refreshes<\/strong>\u00a0and\u00a0marketing adjustments<\/strong>, and the company\u2019s growing partnership with Beyond is now a central pillar of that ongoing effort. \u00a0<\/p>\n

In Kirkland\u2019s fiscal Q1, which ended May 3, 2025, comparable sales decreased 8.9%<\/strong>, including a decline of 3.1%<\/strong> in comparable store sales and a 26.7%<\/strong> decline in ecommerce sales compared to fiscal Q1 2024. Operating losses for the quarter were $10.5 million<\/strong>.<\/p>\n

Sullivan blamed the poor Q1 performance in part on bad weather, including weather-related disruptions at the company\u2019s Jackson, Tenn. distribution center, as well as general \u201csoftness in consumer sentiment.\u201d She noted that there were hopeful signs of improving sales in stores, with store sales up approximately 3%<\/strong> year-over-year in May.<\/p>\n

First Bed Bath & Beyond Home Store to Open in August<\/strong><\/h2>\n

But that won\u2019t be enough to turn around the business, and the company is clearly now basing its future success on the Beyond partnership. Kirkland\u2019s plans to accelerate the launch of Bed Bath & Beyond Home stores <\/strong>through full-market conversions of existing Kirkland\u2019s Home stores, with the first store scheduled to open in\u00a0Brentwood, Tenn., in\u00a0August and five<\/strong> more set to follow shortly thereafter.<\/p>\n

The\u00a0Greater Nashville\u00a0area was selected as the launch market because of Kirkland\u2019s headquarters presence in that region. Pending the results in this initial market, Kirkland\u2019s then plans to convert approximately 75 <\/strong>additional stores through 2026. To support the brand transition, the Kirkland\u2019s Home website will be co-branded with Bed Bath & Beyond Home to create a unified online experience<\/strong>.\u00a0<\/p>\n

Additionally, the company said it has identified the first\u00a0Nashville\u00a0location for the first-ever Overstock store<\/strong> and plans to expand that banner to approximately 30<\/strong> locations after the initial pilot. Finally, Kirkland\u2019s said it is in the process of finalizing store designs for\u00a0BuyBuy Baby<\/strong> and other potential concepts.<\/p>\n

Kirkland\u2019s Bolsters Leadership with New Execs from Target, Abercrombie<\/strong><\/h2>\n

In addition to streamlining its store footprint and accelerating the brick-and-mortar return of Bed Bath & Beyond, the company also announced a series of organizational and operational changes intended to strengthen its business foundation. This includes improved discipline around inventory productivity, asset management and balance sheet health, as well as a corporate reorganization.<\/p>\n

The new streamlined leadership structure will see dedicated merchants leading each brand<\/strong>, supported by centralized teams across finance, operations and technology.\u00a0 All brand and functional leaders will report directly to\u00a0Sullivan.<\/p>\n

Along with the restructure, Kirkland\u2019s has bolstered its leadership team with three<\/strong> new hires:<\/p>\n