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."
Kristina Stidham is the digital content director at Total Retail and sister brands Women in Retail Leadership Circle and Women Leading Travel & Hospitality at NAPCO Media. She is passionate about digital media and handles video, podcast and virtual event production for all brands. You can often find her at WIRLC, TR, WLT&H or industry events with her camera and podcasting equipment—or at home on Zoom—recording interviews with thought leaders and business executives.
Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia. Go Owls! When she's not in the office, she loves to go on long walks, sing around the house, hangout with her family and two pet guinea pigs, and travel to new places.