Bed Bath & Beyond Launches Private-Label Brand, Nestwell
Bed Bath & Beyond launched the first of eight new private-label brands, marking the latest move by a national retail chain to sell its own branded products. The brand, Nestwell, offers a line of sheets, blankets, pillows, mattress toppers, duvets, bath rugs and bath towels. Merchandise in the collection is meant to be used every day, as it's manufactured with machine-washable fabrics in neutral colors. As part of the launch, Bed Bath & Beyond has created the "Nestwell to Rest Well" guide that begins with an online quiz to help consumers identify their nesting archetype and find products that best suit their sleeping styles. Once consumers have identified their nesting archetypes, Bed Bath & Beyond design partner Decorist delivers design tips and product recommendations to rest well and sleep happier.
Total Retail's Take: The Nestwell product line is the first of eight new brands that Bed Bath & Beyond will launch in 2021 across various categories, including bedding and bath, kitchen and dining, storage and organization, and home décor. Bed Bath & Beyond is following a growing trend. Its private-label launch comes on the heels of other retailers ramping up their private-label brands in an effort to reinvigorate business and improve product margins. For example, Kohl’s announced earlier this month a private-label athleisure brand called FLX. In addition, DICK'S Sporting Goods announced its VRST athletic apparel label that's currently available on VRST.com and Dick's website, but will roll out in more than 400 of the retailer's stores this year. Finally, Target announced the launch of a new grocery brand called Favorite Day that has more than 700 products like premium ice creams and beverage mixers.