
Beyond has agreed to acquire the rights of the BuyBuy Baby brand for $5 million. The owner of Bed Bath & Beyond said Monday that it has entered into an asset purchase agreement with BBBY Acquisition to acquire certain assets, databases, domains, intellectual property, vendor relationships, and content related to BuyBuy Baby. Beyond said the acquisition supports its own portfolio by integrating the BuyBuy Baby brand into its Bed Bath & Beyond stores as well as it its own standalone locations.
Total Retail's Take: This acquisition could signal the return to brick-and-mortar retail for BuyBuy Baby. In October, BuyBuy Baby announced that it was closing all of its store locations. Yet in its announcement that it was adding BuyBuy Baby to its brand portfolio, Beyond noted that BuyBuy Baby “has a strong future both online and in brick-and-mortar.” This would put the baby apparel and accessories brand on a similar trajectory to Bed Bath & Beyond, whose return to brick-and-mortar comes through a previously announced partnership with Kirkland’s, which operates and licenses Bed Bath & Beyond stores, according to the Monday announcement.
